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This paper presents a holistic, dynamic understanding of consumer journeys as evolving entities in complex service ecosystems with many touchpoints. It highlights the significance of loosely connected events and practices in shaping user experiences over time, across different digital-socialphysical contexts. The Korean wave provides an exemplar of this. It is a global cultural phenomenon in entertainment and culture that has evolved through three phases between 1997 and the present (Jin 2023). Using case study material collected from real user journeys, the paper reveals the Wave to be a meso level phenomena, created by the joining of a diverse service offerings and (C2C and B2C) touchpoints in social, digital, and physical spaces that enable value co-creation within continuously evolving experiences that are very different to one-off events and purchases.