This paper examines the ways in which hip-hop has taken root in Korean popular culture. The processes that began in the early 1990s include appropriation, adaptation and ‘cultural reterritorialisation’. By looking at recent Korean hip-hop outputs and their associated contexts, this paper explores the ways in which Korean hip-hop has gained its local specificities. This was achieved by combining and recontextualising Afro-American and Korean popular musical elements and aesthetics in its performance and identification in the context of the consumption and commodification of Korean hip-hop as a ‘national(ised) cultural product’.