From viral video novelty to bonafide music chart-topper, South Korean K-Pop rapper Psy is winning over the world with his infectious hit song Gangnam Style.

The record-setting track — an over-the-top satirical tune mocking Seoul's nouveau riche Gangnam neighbourhood — has blazed an impressive trail since its debut, setting a new record for most "likes" on YouTube and surpassing 345 million views on the video-sharing site.

The roly-poly, gallop-dancing rapper himself has signed with Justin Bieber's talent manager Scooter Braun and made the rounds on high-profile American TV, from Today to Ellen to Saturday Night Live.

Eli Glasner digs into what's behind the monumentally successful track and discovers what K-Pop devotees and music fans really think about Gangnam Style.