Paper Title
TURNING DISASTER INTO PROFIT: REBRANDING OF SOUND HOREG AS VIRTUAL TREND VERSE

Abstract
The study aims to explore public experiences and perceptions of sound horeg, a controversial cultural phenomenon that has increasingly shifted into digital formats. Adopting a mixed-methods sequential explanatory design, the research first employed quantitative data to categorize respondents, followed by phenomenological analysis of qualitative interviews. Grounded in media industry theory, which positions sound horeg as a mass-produced cultural product shaped by patterns of media consumption, the findings reveal deeply polarized perspectives. On one hand, sound horeg is perceived as harmful: it threatens mental and physical health, disrupts the environment, and erodes the aesthetic and ethical values of the arts. Policymakers similarly remain divided, with some framing it as a divisive societal nuisance, while others regard it as a mere distraction and source of entertainment. Conversely, within the media industry, sound horeg is valued for its economic potential viral content generates significant airtime and employment opportunities. Overall, the study highlights the complex interplay between cultural production, media economics, and societal well-being, underscoring the tensions between cultural legitimacy, public welfare, and market forces. Keywords - Cultural phenomenon, Rebranding, Sound horeg, Mixed-methods sequential explanatory design