Soap, sparkle and popHow a really uncool country became the tastemaker of Asia The Birth of Korean Cool: How One Nation is Conquering the World Through Pop Culture. By Euny Hong. Picador; 288 pages; $16. Simon & Schuster; £14.99. Buy from Amazon.com, Amazon.co.uk FROM “Gangnam Style” and competitive electronic sports to kimchi-flavoured pot noodles, South Korea’s cultural exports are eagerly consu