This study looked at the dominant visual content featured in popular South Korean hip-hop and rap music videos and its correlation to the lyrical themes through the use of content and semiotic analysis. The theoretical perspectives of cultural hybridization theory and globalization are applied to understand the growth and integration of rap music from American roots into Korean popular culture. Materialism dominated the visual content of music videos but the lyrics reflected rappers bragging for the top spot as the best and topics of alcohol consumption. But while misogyny was present in music videos, it was almost a non-existent theme in the corresponding lyrics. Women were commonly seen in the background of rappers dancing or sitting but weren’t typically addressed in the lyrics. Globalization has helped export American hip-hop and rap themes across the globe to Korea, where Korean rappers are attempting to establish their own identity in the genre through cultural hybridization. Despite this, Korean rappers continue to struggle with drawing a line between cultural appropriation and inspiration to solidify their authenticity in hip-hop music.