Border Crossings in Contemporary Asian Celebrity and Fandom

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With chapters written by interdisciplinary scholars from across Asia, this book decolonizes the field of Celebrity Studies through an Asia-centric approach to understanding stardom. Exploring national and transnational contexts, the book examines stars such as Bollywood star Shah Rukh Khan, Jackie Chan, South Korea's Park Shin-hye and BTS among others, as well as phenomena such as internet celebrity couples, livestreamers and K-Pop. Decolonizing Asian Celebrity examines how a celebrity culture that crosses borders helps shape transnational social and political life across the continent, from China and India, to South Korea, Vietnam and the Philippines.

Introduction: Border Crossings in Contemporary Asian Celebrity and Fandom

Section One: (Trans)National Intersections
1. Decolonizing Interracial Romance and Sexuality: #AMWF YouTube Celebrities in East and Southeast Asia, Ari Purnama (University of Oregon, USA)
2. Reinterpreting Cultural Relics as a “Co-opted Star”: Nationalism, Cultural Governance, and Jackie Chan's Mediating Personas, Lu Danqi (University of Hong Kong) and Ren Ruiqi (Chinese University of Hong Kong)
3. Personas, Platforms, and the National Imaginary: The Global Appeal of Vietnamese Celebrities in the Digital Era, Viet Tho Le (Hoa Sen University, Vietnam) & Anh Tuan Le (Swinburne University, Vietnam)
4. Becoming an E-commerce Livestreamer (daihuo zhubo) for all Girls: Cultural Feminization, Neoliberalism and Meritocracy in Consumerist China, Ran XI (University of Hong Kong)

Section Two: Gendering Asian Celebrity Today
5. Digital Practices and Desires of “Soft Masculinities” in China: Exploring State Regulation, Fan Groups, and Male Effeminacy in Chinese Entertainment Media, Bruno Lovric and Christianne Collantes (De La Salle University, the Philippines)
6. Bromancing the Star: Commodification of Cast Dynamics in Japan's all-female Takarazuka Theatre Company, Celia Lam (University of Nottingham, Ningbo, China)
7. Park Shin-hye as Celebrity Body in Contradiction upon Netflix's Arrival in South Korea, Ian Dixon (Nanyang Technological University, Singapore)
8. Aging with Maggie Cheung, Sean Redmond (RMIT, Australia)

Section Three: Asian Fandom and their Industries
9. An Analysis of Run! BTS Reality Programme and Fan Construction of BTS as Cultural Ambassadors, Siti Aishah binti Hj Mohammad Razi (University Putra, Malaysia)
10. Understanding the Use of the K-pop Model in Southeast Asia, Jeongwon Shin & Seok-Kyeong Hong (Seoul National University, South Korea)
11. The Star-Fan Relations in Celebrity Advocacy for Social Responsibility: A Case Study in China, Li Zhang (Tsinghua University, China), Heijin Lee (Pepperdine University, USA) and Xuedan Yin (Pepperdine University, USA)
12. Exploring Cultural Proximity and Acceptance: A Study of Foreign Content Creators in the Chinese Online Space, Xiaoyu Li & Li Zhang (Tsinghua University, China)

Index

Product details

Published	15 Oct 2026
Format	Ebook (Epub & Mobi)
Edition	1st
Pages	256
ISBN	9781350530812
Imprint	Bloomsbury Academic
Illustrations	24 bw illus
Series	Asian Celebrity and Fandom Studies
Publisher	Bloomsbury Publishing

"Border Crossings in Contemporary Asian Celebrity and Fandom makes a timely and important intervention in celebrity and fandom studies, foregrounding Asian scholars and case studies while drawing on diverse theoretical approaches. Its conceptualisation of 'border crossing' offers a compelling framework for analysing stardom, fandom, media industries, and transnational politics."

Sabrina Qiong Yu, Newcastle University, UK
"As a wide-reaching and critically engaging anthology, Border Crossings brings together a stimulating collection of essays that examine present-day, Asia-based phenomena and issues setting across different platforms, personae, and geopolitical configurations. This volume provides a blueprint for the ongoing research of celebrities and fandom in the ever-shifting cultural and multimediated scene in Asia."

Dorothy W. S. LAU, Hong Kong Baptist University, Hong Kong
'Through K-pop to kung fu and beyond, Asian celebrities serve a political function as “cultural ambassadors” beloved by many around the world. However, Asian stars generally do not receive the same scholarly attention as their peers in Europe and the United States. This very welcome anthology helps to decolonize the field by bringing Asia to the forefront of star and fan studies. The case studies included here range across stage and screen from TikTok, YouTube, and other digital platforms to television, cinema, and live performance. What makes this book of particular significance is its focus on the geopolitics of celebrity as stars and their fans crisscross national, regional, racial, ethnic, linguistic, economic, sexual, gender, cultural and other borders. This stellar collection will certainly make its readers ardent fans of Asian celebrity studies.'

Gina Marchetti, Pratt Institute, USA
"This book importantly moves away from understanding media and celebrity cultures merely from Western frameworks and logic. In giving voice to scholars working in – and on – Asia, it presents us with complex views of the media and celebrity industries of the region, and the ways in which they interact with, and build off one another.”

Bertha Chin, National University of Singapore, Singapore