CASE STUDY:

ASSILIMILATION OF FILIPINO
CULTURE AND KOREAN CULTURE

Submitted by: Buenaventura, Charisse M.

Year/Course/Section: SBENT-1A
Professor: Mr. Alfredo Agustin
Introduction i
Annyeong! This is the most basic word in Korean to say a greeting. Today, Korea is
known to be the most influential country when it comes to fashion, beauty products, music and
most especially their dramas. Korean dramas are full of entertainment that comes with dramatic
plot, fully high-standard actors and actresses, unique twist of the stories that everyone would like
to sit, grab a snack and enjoy watching the sequel without minding the time. Korea is not just all
about dramas, cute expressions, handsome actors and pretty actresses, catchy songs and aesthetic
outfits. Even their culture of respect is adaptable. If a fan, a non-Korean person, watch too much
k-drama, they will adapt the ‘bow system’ of the Koreans. Unconsciously, a non-Korean person
starts to bow down at first greeting and when saying goodbye because of the effect of watching
K-dramas. According to a study, “To be effective in another culture, people must be interested in
other cultures, must be sensitive enough to notice cultural differences, and then also be willing to
modify their behavior as an indication of respect for people of other culture” (Bhawuk & Brislin,
1992, p. 416). People start to become interested in anything about Korea because of their culture
that they are willing to learn and respect it. To add up, their greetings are easy to imitate. Not just
‘annyeong’ but also the Korean word ‘saranghae’ which means ‘I love you’ is popular to
Filipinos. And the reason for that is the low cultural barrier between South-Korea and the rest of
Asia. According to E. Kim and Ryoo (2007), South Korean values and culture are similar to
other Asian countries as they are rooted in Confucian beliefs which makes it easy to adapt. South
Korean television shows and movies portray.

In depth body analysis

The Philippines has been promoted as one of the best markets for other sectors,
particularly in Korea. This is a result of how weakly our country is. We are totally open to any
and all possibilities. In actuality, the government develops and implements programs to entice
visitors from abroad to the US, whether for leisure or business. The number of Korean nationals
who come to the Philippines (and others who stay) each year for work, leisure, Christian
missions, English study, and other purposes raises the possibility that Filipinos will continue to
have extended exposure to the Korean people, and our interactions with one another raise the
possibility that we will also be significantly influenced by their culture.
               Additionally, there are several ways in which the market influences culture. For
instance, you could feel prompted to try on products you saw on television after buying K-pop
CDs or even after watching Korean operas. As a result, doing so could indirectly affect how
people who work in the manufacturing industry think and behave. As they continuously abide by
the requirements and mandates of the market, manufacturers and other parties engaged in
production frequently adapt to what they believe is necessary to satisfy the clients. 
The fact that Korea is starting to expand its empire in this region is another factor that
may attest to Hallyu's viability. However, the majority of Filipinos today are fashionable and
creative. Modern technology is readily available to us, with the majority of it being accessed
online. We know how to use the internet effectively and are up to date on both national and
global new and current trends. To follow their heroes on Twitter and other social media sites,
some of these people even learn the Korean language. The fact that Koreans frequently provide
us with samples of their material culture because they find it convenient to interact with us since
we speak English.

Advantage
• A deeper comprehension of ideas from various cultures, including Korean culture.
• Korean fashion has had a significant impact on youth, inspiring them to dress more creatively
and with clothing that boosts their confidence and self-esteem.
• Because they desire to be like Koreans, Filipinos develop their talents in dancing and singing,
among other things.
• Filipinos can learn from the reputation of respect and responsibility held by Koreans.
• Developing new skills and learning languages from various cultures can increase our
knowledge.
• Makes Filipinos who watch Korean drama or listen to Korean pop tunes happier, more amused,
and less stressed or depressed.

Disadvantages
• Compared to studying about our own culture, Filipinos are more interested in learning about
that of Korea.
• Due to the influence of Korea, you can lose some of your friends because you no longer have
the same interests or passions.
• Because we are so fixated on Korean culture, it has an impact on our personalities and sense of
who we are as Filipinos.
• The majority of Filipinos today want to spend foolishly only to get the newest records. This
affects how patriotic Filipinos are toward their own country.
• Having high standards for a relationship as a result of watching Korean dramas, which makes
you fussy in who you choose to date.
Anchored theory ( Cultural industry and Agenda setting theory)

Filipinos are greatly influenced by Korean culture. mostly because to their plays,
fashion, gestures, food, or products. In addition, every drama features adorable actors and
actresses who are hard to resist. Both the boy and female groups have training to perform. The
top artists in each nation are chosen by the entertainment that prepares future performers. A
person's thoughts and actions are affected whether they watch a Korean program, worship a
certain band, or listen to K-pop. As a result, it demonstrates how each action they do, no matter
how small or significant, piques the curiosity of the audience.
The Hallyu wave had an impact on more than only the food & beverage and music
sectors. Local television outlets have also picked up on the trend. Every Sunday, the Philippines'
ASAP Natin 'To and Sunday Pinasaya music variety programs update their lineups to feature the
hottest K-pop songs as part of their acts. Also covered in Philippine entertainment news, both in
print and on TV, are Korean celebrities and K-pop groups making comebacks Hallyu took South
Korean dramas, music, literature, art, and film in different parts of the world through the
televisions, radio, print-outs and Internet. The huge variety of platforms it was available in made
it accessible to different people all over the world, gaining popularity and interest from them. 
And also, Media places a significant role on introducing fashion trends. Through
Korean dramas, Korean fashion has spread and has gained popularity among the Filipino masses.
Most Filipino teens mimic the fashion sense of Koreans. Boutiques that sell trendy Korean
clothing and accessories can be seen in most shopping malls around the country. Korean
cosmetics are also gaining popularity, as we are influenced by Korean actors and actresses with
radiant and flawless skin

Conclusion
My research revealed that Filipinos have a strong affinity for Korean culture. When
they have to make their own and utilize their own, some Filipinos have a tendency to imitate
Korean behavior. Although it’s fantastic for Koreans to be able to make money and gain
notoriety, it’s bad news for the entire country since while Aristotle’s imitation is ingrained in
every human being, doing so excessively can be harmful to the country’s economy as a whole.
And perhaps more importantly, what it means to be a true Filipino.
Reference/s:
Bhawuk & Brislin (1992) p. 416. Cultural Learning and Adaptation: A Closer Look at the
Realities https://web.uri.edu/iaics/files/28-Cecilia-Ikeguchi.pdf