Psy is becoming an international star through his sensational song “Gangnam Style,” a Billboard hit which has spawned a dance craze. On the surface, it is just a passing fad but many people say that the rise of the Korean singer on the global scene suggests that Korea is moving to another level. Bain & Company Chairwoman Orit Gadiesh is one of those who take the Psy craze seriously. She said that behind the “Gangnam Style” fever is a combination of creativity and irreverence and that Korea is well positioned to capitalize on the global trend.