"Gentleman" and "Psy" were two of the most searched for keywords on South Korea's biggest online portal, Naver, on Thursday, as Psy posted a snippet of his new dance.
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As CNN's Madison Park writes, Psy's song -- about the wannabe style of the affluent neighborhood of Gangnam in Seoul -- has been sliced and diced with theories about what it means about wealth and class in Korea, and questions about whether Psy embodies the stereotypes about Asian masculinity.
"(The) music video is more famous than I am, " Psy told CNN last month.
But Psy's success was softened by the growing global popularity of Korean pop music, or K-pop.
Psy's horse-riding dance accompanies the upbeat song, which has become popular in a number of countries.
Scary real-life possibilities (burglars, fires) also can keep them up, says Fran Walfish, Psy.
Fernando, 53, used shock tactics - "psy-war, " he calls it - to get things moving.
Of course, the major hurdle for Psy, 2NE1 and K-Pop as a genre is language.
Basically, Mom and Dad, "Gangnam Style" is a fun, catchy pop song by South Korean artist Psy.
Psy gives us all the enjoyment of a more mean-spirited YouTube phenom with none of the downside.
South Korean pop sensation PSY's follow-up to Gangnam Style, Gentlemen, rose 51 places to enter at number 10.
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Last year, the music video to Psy's Gangnam Style went viral to become the most-watched video on YouTube.
Thank goodness it still has Psi Psy and those eye-catching girl and boy groups on the musical stage.
Similarly, Psy is absurd, but there is lots of absurd stuff on YouTube.
Yet Psy is unlike other K-pop artists, an industry fashioned on youthful looks as well as catchy tunes and dance moves.
Harvard professor of Korean History Carter Eckert says the discussion is looking at PSY as a modern global digital culture phenomenon.
First-time advertiser Paramount Farms is touting its Wonderful Pistachios brand of nuts in a 30-second ad with Korean pop sensation Psy.
Though Psy has been getting all the publicity of late, his female counterparts in 2NE1 may actually be the bigger stars.
Psy (Park Jae-sang) is performing in Korea at 6:30 p.m. local time.
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One unexpected business bump from Psy's (also known as Park Jae-sang) has been to his father's company, Korean semiconductor company D I Corp.
Actors Kevin Spacey, Julia Louis-Dreyfus and Claire Danes, who play government characters on series, were among the attendees, as was Korean entertainer Psy.
That's different from how YouTube works now, where the most popular videos, like PSY's "Gangnam Style" music video, make the most money from advertising.
"Anecdotally, I've seen an increase in parents' worry behavior and worry thoughts about their adult kids who might be struggling, " says Katherine Muller, Psy.
Psy - known for his global hit Gangnam Style - was made to repeat his military service after being accused of neglecting his duties.
"Psy's success seems to be haphazard but it isn't, " Zang Yanbin, president of the China Record Working Committee told the China Daily in March.
But the force of YouTube and digital downloads is dismantling the old business model for music companies, and Asian artists like Psy are benefiting, analysts say.
As I have observed with Gotye and PSY, parody videos generate a lot of traffic for themselves but also for the original videos being parodied.
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Psy is arguably the highest-profile person on the Internet, ever.
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