THE INFLUENCE OF KOREAN WAVE AMONG THE

SOCIAL STUDIES STUDENTS OF UM TAGUM

COLLEGE: A QUALITATIVE INQUIRY

PSYCHOLOGY AND EDUCATION: A MULTIDISCIPLINARY JOURNAL

2023
Volume: 7
Pages: 219-233
Document ID: 2023PEMJ541
DOI: 10.5281/zenodo.7653294
Manuscript Accepted: 2023-15-2
Psych Educ, 2023, 7: 219-233, Document ID:2023 PEMJ541, doi:10.5281/zenodo.7653294, ISSN 2822-4353
Research Article

The Influence of Korean Wave Among the Social Studies Students of UM Tagum
College: A Qualitative Inquiry
Russel J. Aporbo*, Darlene C. Catingan, Angelica S. Logronio, Jessica Shara B. Quezada
For affiliations and correspondence, see the last page.
Abstract
This study tackled the influence of the Korean wave on the lives and cultural identities of UM Tagum College
social studies students. The qualitative method was used in this study and participants were chosen via purposive
sampling. Participants ranging in age from 19 to 32 years old were chosen for in-depth interviews and focus-
group discussions. The results revealed that participants learn Korean culture by watching television, navigating
various media, visiting Korean restaurants, listening to K-pop, and watching K-drama. The participants also
discussed how the Korean wave has affected their lives as UM Tagum College Social Studies students.
Participants stated how they began to imitate Korean clothes and behaviors, how they began to pull other people
towards Korean culture, and how they confessed to having a broader knowledge of Korean culture and
personally experiencing assimilation of Korean culture in school. The participants discussed how the Korean
wave has influenced their perception regarding their identity as Filipinos; they revealed how eager they are to
learn Korean and adopt Korean values. However, participants also expressed concerns about the tendency for
transculturation and even compared the Filipino Film Industry to Koreans. Several participants stressed the
cultural distinctions between Filipino and Korean cultures, and that both cultures were unique. In conclusion,
there is no harm in admiring other cultures as long they understand one's limitations and priorities and continues
to study, patronize, and love one's own culture first and foremost among others.

Keywords: korean wave, hallyu, cultural identity, pop-culture

Introduction of all international visitors that visit Korea (Bae,

The Korean Wave, also known as Hallyu, is the
phenomenon that refers to South Korea's cultural
economy that spreads worldwide. It exports pop
culture and entertainment to other nations, such as
music (KPOP), TV dramas (KDRAMA), movies,
fashion, and Korean cuisine. This is a unique
phenomenon that provides drastic positive changes in
South Korea’s economy. It was first brought to China
and Japan then to other countries in Southeast Asia
until it was spread throughout the world (Kim, 2013).
As a result, in today's globalized world, the Korean
wave is generally recognized as a sign of Korean
cultural identity as well as a catalyst for the emergence
of new waves and the promotion of active cultural
contacts across Asian countries (Kang, 2011).
The "flow of Korea," or "Hallyu," has grown to such
proportions that it is now regarded as a major South
Korean export. Historically, powerful countries like
the United States, the United Kingdom, and Japan
were in charge of tourism and popular culture exports.
However, the Korean Wave has grown in popularity
outside of the Korean Peninsula and is now one of the
country's most important sectors (Racoma, 2019). The
number of international visitors to Korea is increasing
as a result of the Korean Wave's increased interest in
the country. The United States, China, Japan, and
Hong Kong, in particular, account for more than 70%
Chang, Park, & Kim, 2017). With the growing
popularity of the Korean wave, the international fans
have come to a point where they aim to learn the
Korean language, Korean fashion, Korean cuisine, and
most importantly, go to South Korea (Lee, 2012).
Koreans have been coming to the Philippines since
pre-colonial times until the 21st century. The growth
of Hallyu and Korean pop culture, on the other hand,
has heightened their presence in the Philippines today.
Anything Korean has surely invaded the Philippines in
recent years— Korean pop music, TV dramas, beauty
salons, restaurants, and cosmetics, to name a few.
Korean superstars are now being used as models by
some of the country's most well-known apparel labels.
Because of their popularity and the increase demand
on their cultural products, there would ideally be
extensive media coverage of South Korea, its people,
and anything related to it. This is an example of "soft
power," which was a concept of Joseph Nye in the
year 1990. It describes a country's cultural ties with
other countries to improve its national image. Others
refer to it as a country's "branding" or "public
diplomacy" (Franco, 2020). Raul Hernandez, the
Philippine Ambassador to South Korea, stated in an
article published by Asia News Monitor that the
Philippines and ASEAN countries should ride the
Korean Wave to develop even tighter connections.
According to Hernandez, in 2018, the Philippines had
the greatest Hallyu growth rate among Asian countries.

Aporbo et al. 219/233

Psych Educ, 2023, 7: 219-233, Document ID:2023 PEMJ541, doi:10.5281/zenodo.7653294, ISSN 2822-4353
Research Article
This is evident by the fact that K-pop and K-dramas
continue to receive increased airtime on local radio
and television. Ordinary Filipinos have gotten
increasingly familiar with Koreans and Korea on a
daily basis as a result of the great presence of Korean
music, movies, and dramas in the Philippines.
In Tagum City, the Korean wave can also be felt. In
fact, the Mindanao Skills Language and Training
Center, Inc., which is located in Apokon, Tagum City,
is a learning center that provides a technical vocational
course that teaches about the Korean language and
culture. People who want to work in South Korea or
those who only want to learn the Korean language and
culture are welcome to enroll in this institution.
Moreover, there are many Korean grocery stores that
sell authentic Korean foods, such as Kimchi Korean
Mart, J3 Mini Mart, K-Store Tagum, and Lee Mart, to
name a few. Boutiques that sell Korean outfits and
authentic Korean beauty products can also be seen
everywhere. There is a need to conduct the study
because the researchers have noticed the huge impact
of the Korean wave in Tagum City in terms of fashion,
food preferences, entertainment shows, and cultural
appreciation. Consequently, the researchers aim to
conduct a qualitative study to gather more information
with regard to the possible effect of the Korean Wave
on the attitudes, behaviors, preferences, and cultural
identities of the UM Tagum College Social Studies
students. This will also help the researchers determine
whether Filipino cultural identity will become inferior
to other cultures, particularly Korean culture.
The researchers aim to know whether this
phenomenon will endanger one's own culture or
whether it will instead aid in the improvement of one's
cultural norms. Finally, the researcher would also like
to contribute to preserving the culture of Tagum for
future generations to make it accessible.
Research Questions
This study sought to answer the following questions:
1. How did you learn about Korean culture?
2. How does the Korean Wave affect your lives as a
Social Studies student of UM Tagum College?
3. Does the Korean Wave affect your perception about
your Cultural Identity as a Filipino?
Literature Review
This study is anchored by our main theory which is the
Cultivation Theory of George Gerbner in 1960. This
Aporbo et al.
theory examines the effect of TV on the audience. It
emphasized the relationship between media and
culture. Furthermore, this theory is supported by the
study of Nevzat, 2018 about Reviving Cultivation
Theory for Social Media. He stated that television has
a similar synthetic environment that appears to exist on
Facebook according to the facts of cultivation theory.
Whatever is published on social media sites generates
an opinion, which may lead to a judgment. This
applies to the scenarios that happen in the original
theory (Nevzat, 2018). This just shows that media and
social media play a vital role in disseminating
information about South Korean Culture. This is in
connection with our supporting theory which is the
Cultural Identity Theory of Stuart Hall in 1996. This
theory emphasized that cultural identity is not just
about "being," but also about "becoming," "belonging
as much to the future as it does to the past" (Bonsu,
2019). Finally, this study is supported by Social
Impact Theory (SIT) by Bibb Latane in 1981. Social
impact is based on the collective influence of the
elements working on three aspects of the social
system: the geometry of the social space (spatiality
factor), the number of the others (population size), and
the strength of the attitude held by each individual
(attitude value) (Voinea, 2016).
The Breakthrough of the Korean Wave
South Korea is a country steep in its culture and
history dating back over 5000 years. The rising
popularity has been dubbed the "Korean wave" or
Hallyu (Malik, 2019). Since South Korea had to
restrict cultural imports from Japan due to the Asian
financial crisis in the late 1990s, resulting in the
"Korean Wave." By establishing new cultural-based
departments inside Korean institutions, it began
nurturing its arts and humanities. When K-dramas like
Winter Sonata and Autumn in My Heart were aired,
they developed huge audiences in markets like China
and Southeast Asia (Iin Rachmawati, 2021).
According to Chang & Park (2019), social media and
the internet are the center of Hallyu's success. Indeed,
digital technology has caused profound cultural
changes at every level of society. As a result, cited by
Asian Tourism Research, Film tourism's popularity has
skyrocketed in recent years, thanks to the phenomena
of people visiting destinations or landmarks because of
their association with a film or television series
(Binoy, 2020).
Additionally, in the music industry, Jenol & Pazil
(2020) stated that being a K-pop fan has its own
meaning that goes beyond just being a "music fan". K-
pop fans are drawn to idols not just for their passion,
220/233
Psych Educ, 2023, 7: 219-233, Document ID:2023 PEMJ541, doi:10.5281/zenodo.7653294, ISSN 2822-4353
Research Article
but also for the platform they provide for escapism.
Furthermore, being a K-pop fan is linked to fans'
mental and emotional attachment to idols via a para-
social relationship. That relationship that exists
between fan and idol has benefited the fan particularly
in terms of their well-being. Being a part of the
fandom community provides a meaningful sense of
self and intimacy. This also reveals that fans can be
viewed as active producers and content makers,
opposing the concept of the fan as a passive entity. On
top of that, Lee, Lee, Kwak & Kim (2017),
emphasized that people who are also fans of Korean
music are more likely to purchase clothing that
resembles the style of their favorite idols.
Moreover, according to the study by Jadhav &
Walvekar (2017), it is clear that celebrity endorsement
aids the respondent's recall of the brand associated
with it. Therefore, it is proven that celebrity
endorsement has a significant impact on brand
awareness. It has been discovered that people imitate
successful people, their gestures, and their way of life.
This has become a common method for a promoter to
promote products with the assistance of successful
people. Another study also proved that celebrities'
likeability and their attractiveness have the greatest
influence on both consumer’s attitude and their
purchase behavior (Mansour & Diab, 2016). Brands
like Forever 21, Etude House, and SPAO have
flourished as a result of this partnership. People have a
favorable impression of the Korean brand in general as
a result of the Korean brand's advertising and
promotions. For example, a study stated that as
Chinese young people began to mimic the clothes,
fashion style, and cosmetics used by Korean celebrities
the Chinese then began to pay more attention to
Korean items and brands. This caused the Korean
brand market to expand rapidly in China (Lee, 2017).
Furthermore, the popularity of Korean dramas has
raised Filipino interest in Korean design. As a result of
Korean dramas, the Philippines today have become
permeated and profoundly embedded in Korean
culture and trends from Korea. Korean grocery stores,
boutiques, and stalls have also become regular sights
in most urban areas in the Philippines. On the other
hand, the effects of watching K-drama series were so
widespread that it established a market niche among
Filipino audiences (Atanacio-Blas & Erestain, 2020).
Since the early 2010s, Korean cuisine has grown its
popularity around the world, a survey that was carried
out in some parts of the Asian, South American, North
American, and European continents agreed that
Korean food is well-known and liked by most
population (Jobst, 2021). Another study emphasized
Aporbo et al.
that the strong influence of Korean music, drama
popularity and Korean celebrities’ reputation plays a
vital role in consumers’ preference for Korean
restaurants in Vietnam. This implies that Korean idols,
dramas, and music videos are considered to be an
effective tactic for a marketing strategy targeting local
consumers. (Khai & Hang, 2019). Additionally, social
media platforms truly contribute to the attraction of
Korean cuisines. It is believed that Korean food has
enticed Filipinos in the way Korean drama, K-pop, and
Korean beauty have captivated the world (Tupas &
Lee, 2020). Along with the rise in popularity of K-Pop
culture, Korean cuisine rise to become one of the top
cuisines, particularly in Asia. Korean Wave provided a
significant role in the growing number of Korean Food
Franchises and independent restaurants (Amin,
Zakaria, & Rahim, 2020).
Korean Wave on Cultural Diffusion
The South Korean government is making several
initiatives to promote Korean culture through Hallyu
on a worldwide scale, as the audiences of Hallyu
continue to grow (Akter, 2019). The Ministry of
Culture, Sports and Tourism tentatively established the
K-Culture Promotion Task Force on January 30, 2012,
to unveil a strategy that would combine K-pop and K-
dramas to foster and promote Korean culture
domestically and globally (Hwang, Epstein, Chang,
Dykas, Kim, Kim-Russell, & Mah, 2016). Moreover,
globalization is one of the main drivers of cultural
diffusion, and this results in cultural blending. Cultural
blending refers to the cross-cultural exchange that
results in a new type of behavior and preferences.
Another result of globalization is cultural imperialism,
which refers to one country's cultural influence and
dominance over another (Habich & Nowotny, 2017).
Because of globalization, there is a possibility of
change in one’s culture and that may affect the cultural
identity of individuals. Finally, in the context of
historical events, an article entitled “Touch Your
Heart: Reasons to love Korean culture”, discussed how
South Korea also has a rich history which they
creatively integrate into their movies and series for the
younger generation to at least be familiar with their
own past stories. This is one of the effective moves to
establish a greater base for patriotism in their country.
The youngsters will start researching more about
history because of the impact of the drama
(Sunbaenim, 2020).
Furthermore, in the study of Chang and Lee (2017),
viewers may be influenced by Korean media content to
mimic celebrity behavior and build inclinations for
Korean products and services used by celebrities on
221/233
Psych Educ, 2023, 7: 219-233, Document ID:2023 PEMJ541, doi:10.5281/zenodo.7653294, ISSN 2822-4353
Research Article
TV. A British fan paid over $100,000 for cosmetic
surgery to appear like BTS member, Park Jimin. His
name is Oli London, 28 years old, and fell in love with
K-Pop in 2013. It soon became his obsession and
Jimin from BTS became his idol. In an interview with
Barcroft TV, he explains that he wants his entire
lifestyle to center on K-pop and that he wants his
entire appearance to look like Jimin, the main singer of
BTS (Foo, 2018). Surprisingly, respondents stated that
their understanding of Korean culture has integrated
into their consciousness in numerous ways. What they
see had a significant impact on their way of thinking,
conventions, and cultural preferences. A respondent
stated that the effect of watching K-drama affects her
emotions, especially in each episode that she watches.
She even imitates the main character's characteristics
(Atanacio-Blas & Erestain, 2020). According to an
article, a mother became addicted to BTS songs as a
result of her daughter. She discovered that several
local and international celebrities, as well as some of
her friends and colleagues, are also fans of BTS. Their
fan club, called ARMY, boasts millions of members
representing a variety of nationalities, languages, and
age groups. Now, she became intrigued and began
accompanying her daughter on nightly dates with this
boy band (Ledesma, 2021). In the case stated above
population size and attitude, value played an important
role. Because of her daughter and the ARMY, she
became part of the club and an avid fan of BTS.
Korean Wave on Educational Context
The Korean Wave had a big influence on how students
lived their lives. A large number of students become
interested in Korean dramas. As a result, they binge-
watch these programs for hours, putting their
education on hold. As a result, many students turn to
essay writing services to "write an essay for me" (Gill,
2019). Additionally, in India, a huge increase in
students who take the Korean language is primarily
due to the increased popularity of K-Pop, K-Drama, K-
Movies, and K-Beauty leading to what has been
termed the “Korean Wave” or “Hallyu.” JNU's School
of Language, Literature, and Cultural Studies houses
the Centre for Korean Studies for advancing
knowledge of the Korean language and culture in India
(Gupta, 2021). Moreover, the raging fires of Hallyu
have also piqued Indonesian interest in Korea and its
language and culture, especially the Korean language.
The upshot of this demand is that four Indonesian
institutions currently provide a Korean language
program as a major. In addition to colleges and
universities, the number of private language schools
offering Korean Language Education (KLE) has risen
sharply in response to the growing demand for such
Aporbo et al.
instruction (Usmi, 2016).
In the Philippines, certain colleges require graduate
students to take a foreign language as a graduation
requirement, and as South Korea is gradually
garnering attention and interest due to Korean music,
drama, and media, it is the language that students
desire to study (Ancho, 2020). As the experience
covers the students' culture, study habits, beliefs, and
skills, the experience of Filipino adult learners
studying Korean as a foreign language reveals major
narratives that influence teaching and learning
experiences. Adult learners can use their Korean
language skills to support a variety of activities that
they enjoy (Ancho, 2021). According to a study,
incorporating the things that students appreciate will
inspire them to be active in class, which will help to
alleviate the problem of repetitive and dull teaching
approaches (Syamsuddin and Jimi, 2018).
Finally, in the Philippines, a study stated that the rapid
adaptation of Filipinos to recent trends in Korea has
once again neglected Filipino culture, which provides
a sense of identity and pride in being a Filipino.
Adapting Western styles as well as those of other
Asian countries will lose sight of the essence of what
Filipinos stand for as a people. However, as a result, it
strengthened the ties with other nationalities, and they
have learned to accept their differences with each other
(Kaye, 2019).
Methodology
This section outlines the research methods employed
in carrying out the study. This chapter contains an
overview of the research participants, research
materials, research designs and procedures, and the
ethical considerations that were followed. The purpose
of the study is to determine the influence of the Korean
Wave on the attitudes, behaviors, preferences, and
cultural identities of the Social Studies students of UM
Tagum College.
Research Participants
The research study focused on studying the influence
of the Korean Wave among Social Studies Students at
UM Tagum College. The researchers chose students in
Social Studies because they converse and learn more
about history, culture, and society and consequently
have a foundational understanding of the topic. Upon
conducting the research, the researchers selected
fourteen (14) participants in this study, seven (7) for
the IDI (In-depth interview) and seven (7) for the FGD
222/233
Psych Educ, 2023, 7: 219-233, Document ID:2023 PEMJ541, doi:10.5281/zenodo.7653294, ISSN 2822-4353
Research Article
(Focus Group Discussion). (Crouch & McKenzie,
2006) stated that in a qualitative study, having fewer
than 20 participants helps researchers establish strong
contact, which improves “open” and “frank”
information sharing. The researchers utilized
Purposive Sampling in selecting participants. For the
validity of data, participants were chosen based on the
criteria that the researchers established. With that,
participants must be officially enrolled as UM Tagum
College BSED majors in Social Studies who have been
heavily influenced by Korean culture. Participants
should be someone who idolizes a KPOP idol to the
point where they wish to become one or at the very
least attend a concert to catch a glimpse of the idol,
whose goals have been expanded to include visiting or
living in Korea after learning about its culture, whose
social media accounts follow various Korean
celebrities, and whose preferences (fashion, music,
food, and film) have changed after learning about
Korean culture.
Research Materials/Instruments
This research study is qualitative by nature. Thus, the
researchers utilized interview questionnaires where an
interviewer asked a series of verbal questions to obtain
verbal responses from the interviewee generally about
Korean culture and its influence on their perceptions,
beliefs, and cultural identities. In qualitative research,
the researchers’ goal is to gain access to study
participants' thoughts and feelings. With that, the
researchers used naturalistic observation, in which
researchers observed participants' behavior in natural
settings and simply record what is seen in whatever
way it is seen. In this study, the researchers relied on
participants' ability to articulate their experiences and
respond to interview questions, and they may have
varying degrees of knowledge about the topic. Audio
and video recordings aid in the collection of all
information provided by the participants. The
researchers guarantee that field notes are taken during
the interview to be used as supplement recordings
afterward.
Research Design and Procedures
The phenomenological approach, which is qualitative
by nature, was used in this study. The approach's main
goal is to come up with a comprehensive and detailed
explanation of the phenomenon's nature (Creswell and
Poth, 2016). As a result, the researchers have a much
easier time describing and comprehending one of
today's most pressing issues, the Korean wave, and its
impact on people's perceptions, beliefs, and cultural
identities. It may also be used in qualitative research to
Aporbo et al.
identify patterns in thoughts and ideas and to dig
deeper into the topic. Both unstructured and semi-
structured strategies are used in qualitative data
collecting. The researchers seek for and evaluated data
that assist in the resolution and understanding of an
issue, as well as gather relevant and easily available
data.
There were four steps to collecting data for the study:
obtaining permission to conduct the study, selecting
participants purposefully for a better understanding of
the influence of the Korean wave, determining data
from various sources, recording and administering the
data using protocols such as interview and observation,
and finally, analyzing the data. To begin, the
researchers wrote a letter of approval, which was
signed by the program head and the research
committee. The researchers then use Purposive
Sampling in selecting participants. Purposive sampling
refers to a class of non-probability sampling
techniques. Also known as judgmental, selective, or
subjective sampling. Its main goal is to focus on
specific characteristics of a population that are of
interest in order to best answer your research questions
(Rai & Thapa, 2015). After that, the participants were
given an invitation letter outlining the study's
objectives. After confirmation was already official, the
participants were asked if they are willing to take part
in the research by signing a consent form and
discussing the interview schedule based on their spare
time and schedule to accommodate the participants'
availability. Moreover, regardless of whether they
reveal their identity or remain anonymous, the
researcher provided them with assurance and privacy.
Participants were informed that the entire interview
was recorded using smartphones. Each participant then
received a copy of the transcript and interpretation of
their response, as well as the option to specify which
sections of the data they do not wish to be included in
the data analysis. The researchers also discussed why
the interview needs to be recorded, as well as the
technical difficulties that this entails. The researchers
reassured the participants that the study was valid,
confidential, and free of bias and misconceptions.
Results
In this section, the learning of Korean Culture, the
effect of the Korean wave to the life of Social Studies
students and the effect of the Korean wave to the
perception of their cultural identity as a Filipino,
which gathered mainly through in-depth interview and
focus group discussion was analyzed properly using
thematic analysis
223/233
Psych Educ, 2023, 7: 219-233, Document ID:2023 PEMJ541, doi:10.5281/zenodo.7653294, ISSN 2822-4353
Research Article
Participants
Before conducting the in-depth interview and focus
group discussion, the researchers asked the
participants to fill out the Informed Consent and a
Google Form pertaining to their personal information
that is essential for the research. To place a focus on
research ethics, the concepts of secrecy and anonymity
were established in the research by employing
pseudonyms. All of them are from UM Tagum College
from 1st-year College to 4th-year College with ages
ranging from 19-32 years old.
Significantly, the researchers learned a lot about the
effects of the Korean wave on the participants during
the in-depth interview and focus group discussion. The
researchers discovered that it was difficult to acquire
data since they used online interviews as one of the
procedures developed by the Inter-Agency Task Force
(IATF) against COVID-19 and agreed upon by the
University of Mindanao-Tagum.
Furthermore, the participants supplied their best
replies to every question posed by the researchers. The
respondents' concerns about the Korean wave
becoming a threat were shared with the researchers.
Since the internet connection was occasionally slow,
the scheduled dates were changed to fit the
participants' availability. The researchers primarily
used Google Meet to interview the individuals. They
chose it since it is easily accessible and does not
require a lot of internet data. They also grabbed
screenshots as proof of their in-depth interviews and
focus group discussions.
Table 1. Participants’ Information
Categorization of Data
Following the completion of the in-depth interviews
and focus group discussions, data from the audio
recordings were directly transcribed, and vernacular
responses were meticulously translated into English.
Aporbo et al.
The transcribing of material from interviews is taken
carefully by the researchers in order to arrive at the
finest possible analysis for this study.
Data reduction was also used by the researchers. Data
reduction process is very useful in editing the data,
summarizing it, and make it presentable. Hence,
researchers must reduce the data to make things more
manageable and evident (Mezmir, 2020). With the
assistance of a data analyst, the researchers developed
the key themes for the study.
The qualitative research, drawing a conclusion, and
verification were done. In this step, data was re-
examined and analyzed to ensure the validity of the
emergent conclusions. The researchers then verified
the themes by examining the theoretical framework in
light of the related literature on the phenomenon under
investigation.
In addition, the researchers considered what data
should be included and what information should be
excluded while making an interpretation of the report.
The interpretation was concise and presented in a
simple way. Sufficient detail was presented to enable
the reader to understand the basis for the
interp retation.
Ways on how participants learn the Korean
culture.
Table 2. Essential Themes and Core Ideas on how the
participants learn about Korean culture.
224/233
Psych Educ, 2023, 7: 219-233, Document ID:2023 PEMJ541, doi:10.5281/zenodo.7653294, ISSN 2822-4353
Research Article
Ways on how Korean wave affect the lives of Social
Studies student of UM Tagum College.
Table 3. Essential themes and core ideas on the effect
of Korean Wave to their lives as a Social Studies
student.
Korean wave affecting the participants’ perception
regarding their identity as a Filipino.
Table 4. Essential themes and core ideas on the effect
of Korean Wave to the cultural identity as a Filipino.
Discussion
Ways on how participants learn the Korean
culture.
Aporbo et al.
Learning about Korean Culture. During the
interview, there were five (5) themes gathered.
According to the study's findings, UM Tagum Social
Studies students learned about Korean culture in a
variety of ways. They also talked about their personal
experiences in getting to know Korean culture.
During the interview, one of the themes that emerged
was through television advertisements. Based on the
results of the study, one of the ways the participants
learned about Korean culture is through watching
television and the advertisements that popped up every
now and then. The image of a celebrity promoting a
brand is absolutely vital, and this influences
customers’ attitude toward the television
advertisement (Mansour & Diab, 2016). Korean
celebrities are well-known for their ideal beauty,
talent, and physique, which their followers adore. In
addition, Jadhav & Walvekar (2017) stated that
celebrity name assists brand recall and influences
customers purchasing decisions. This will eventually
lead to fans being intrigued about the things promoted
or simply purchasing them since their idols endorsed
them. Furthermore, in the study of Chang and Lee
(2017), viewers may be influenced by Korean media
content to mimic celebrity behavior and build
inclinations for Korean products and services used by
celebrities on TV.
Jisoo (pseudonym) stated during the focus group
discussion that there are lot of advertisement related to
Korea in television:
“Mostly we can see advertisements about Korean
culture on television. Just like in the Arirang channel,
and most products in Korea were endorsed by an Idol
so many will patronize it, especially the fans.”
It was supported by Tawik (pseudonym) as she also
mentioned how influential it is for a celebrity to
endorse a product:
“I've seen product promotion on TV. Just like how IU
endorsed Soju, we will be curious about the taste and
will eventually try it.”
Another theme that was generated is through various
media, the majority of participants admitted that they
learn about Korean culture through various forms of
media. Multiple forms of media are now easily
accessible with just a few clicks with the help of the
internet. Thus, it is no surprise that people are now
more informed and can easily learn more about Korean
if they want to. As stated by Chang & Park (2019)
internet and social media are undoubtedly at the center
225/233
Psych Educ, 2023, 7: 219-233, Document ID:2023 PEMJ541, doi:10.5281/zenodo.7653294, ISSN 2822-4353
Research Article
of Hallyu's success. With this, people can now follow
and be updated on their favorite Korean personalities
and know about their culture in various forms of
media.
Nadine (pseudonym) revealed how she watches
Korean-related videos on various social media
platforms:
“I have Facebook, Youtube, Instagram, and Tiktok
where I watch videos related to Korea."
Additionally, Jisoo (pseudonym) statement agreed
with this assertion because she, too, watches video
compilations on a certain media site:
“I followed them on Instagram and I’ve seen a lot of
video compilations in Tiktok that were edited by the
fans and I also watched them in vlive.”
Tikyang (pseudonym) shared how she also saw
Korean related in social media:
“I’ve seen it (Korean) in social media like Facebook
and Netflix. There are also advertisements on youtube
that feature Korean products.”
The third emerging theme is through Korean
restaurants; participants reported that they go to
Korean marts or restaurants just to taste Korean
cuisines because of its popularity which leads them to
further know about the Korean taste and preferences
when it comes to foods. Franco (2020) mentioned that
the growth of Hallyu has expanded its presence in the
Philippines today. In recent years, anything Korean
has undoubtedly infiltrated the Philippines, including
restaurants. Tupas & Lee (2020) believed that Korean
food has enticed Filipinos in the way Korean drama,
K-pop, and Korean beauty have captivated the world.
Jobst (2021) cited that since the early 2010s, Korean
cuisine has grown its popularity around the world.
Tagum City is not an exception, as observed by our
participants, there are many Korean restaurants today
that offer a variety of foods to satisfy the fans' and
consumers' Korean cravings.
Sheee (pseudonym) excitedly shared during the In-
depth Interview that she loves exploring Korean
restaurant in Tagum:
“Whenever I go out with my friends we eat
Samgyupsal at a place where their side dishes are the
best. Korean food here in Tagum is left and right and
whenever there's a new one, we tend to try it.”
Aporbo et al.
In addition, Jisoo (pseudonym) enumerated the Korean
dishes she had already tried:
“I tried Korean food because I am a fan of Korean. I
tried tteokbokki, fish cake, and ramen and I can say
that they were delicious.”
Moreover, Ong-bak (pseudonym) also shared his
observation:
“Here in Tagum, we have lots of Korean Mart and
restaurants”.
The next theme that emerged is through K-pop,
Korean pop music and Korean Idols are globally
recognized, because of their multi-talented Idols and
world-class produced songs that fans or even casual
listeners would definitely enjoy. Vincent (2019) stated
that K-pop Idols perform in a variety of styles,
including rock, pop, and ballads, to name a few. With
this, they attract a large number of fans who appreciate
their talents. No wonder Korean Idols and their music
are famous since according to Chow (2015) the
government of South Korea spent millions of dollars to
establish a Ministry of Culture with a department
dedicated to K-pop. RM (pseudonym), JK
(pseudonym), and Ji-Eun (pseudonym) all shared that
they are fans of numerous K-pop groups and have
been fans since then because they produce music that
they do really enjoy.
Some of our participants even revealed that K-pop
music improves their mood and helps them relax when
they are anxious or pressured. It's quite interesting to
hear that some individuals use Korean music not only
for entertainment but also for healing and some even
shared how they set Korean Idols as a motivation.
Jenol & Pazil (2020) stated that Idols are considered
the source of their fans' motivation, inspiring them to
pursue their dreams and live a more fulfilling life, and
they also provide encouragement and assurances
through their songs and insightful lyrics.
Tikyang (pseudonym) described how a certain Korean
boy band lifts her mood on a daily basis:
“It is BTS. For me, their best music is “butter”
because it can boost your mood in your everyday work
or study.”
It was supported by Erms (pseudonym) revealing how
a K-pop group inspires her:
“I always listen to K-pop music, particularly BTS.
Honestly, I'm using BTS as motivation right now.
226/233
Psych Educ, 2023, 7: 219-233, Document ID:2023 PEMJ541, doi:10.5281/zenodo.7653294, ISSN 2822-4353
Research Article
When I'm not in the mood or feeling stressed, I listen
to their music and their music helps me to relax.”
The last theme that was generated in Learning Korean
Culture is through K-drama, everyone enjoys a
drama with attractive, best actors and actresses, a
decent storyline and good cinematography, and
stunning settings. Most of our participants revealed
that they got hooked on Korean culture because of K-
drama. According to Chang & Lee (2017), some Asian
countries are heavily influenced by Korean dramas and
MADE IN KOREAN or “KOREAN STYLE” labels
appear to be improving worldwide sales of Korean
apparel and foods, despite seldom being marketed
outside of Korea.
Kyajange (pseudonym) talked about her first K-drama,
which she said opened her heart in Korean:
“I've been watching it since I was in seventh grade. I
have several favorite Korean dramas, but Boys over
Flower is the first K-drama that I watched which
opened my heart and made me fall in love with
Korean.”
JK (pseudonym) shared her observation about Korean
drama being popular as well as their products:
“Korean products such as skin care, fashion, food,
and so on are currently popular, and because their
movies and K-dramas are well-known throughout the
world.”
Additionally, RM (pseudonym) revealed how she have
lots of favorite K-dramas:
“I got hooked on K-drama series, K-movies, and other
Korean related stuff. I have a lot of favorite Korean
dramas, especially when Park Seo-joon is in it.”
Ways on how Korean wave affect the lives of Social
Studies student of UM Tagum College.
Korean Wave impact to the life as a Social Studies
student. During the interview, there were five (5)
themes that the researchers generated and one of them
is mimicking Korean fashion. As an effect of the
Korean Wave, the participants claimed that they have
adopted Korean fashion because they liked how good
Koreans dressed. Another reason is they dress like
Koreans because they imitate their Korean Idols. This
is supported by the study of Lee, Lee, Kwak & Kim
(2017), where people who are also fans of Korean
music are more likely to purchase clothing that
Aporbo et al.
resembles the style of their favorite idols. In addition,
a study states that there are Chinese young people who
began to mimic the clothes, fashion style, and
cosmetics that are used by their adored Korean
celebrities (Lee, 2017).
Tikyang (pseudonym) stated that because of Korean
Wave, her fashion sense was affected:
“As a social studies student, due to the Korean wave,
it really affects how I dress. Since I am a fan of Kpop,
I also want to dress adorably to impersonate my idol.”
This statement was supported by Sheee (pseudonym)
as she stressed that she liked how simple Korean
dressed:
“There are times when I dress like a Korean. I like
how simple they dress. When you see them, it looks so
simple but they put an effort in it.”
Additionally, RM (pseudonym) mentioned:
“I got influenced by their fashion sense. They are so
good at styling what they wear.”
Another theme was generated which is mimicking
Korean behavior. In the data gathered, the
participants tend to mimic Korean behaviors such as
doing the “heart sign” or the “finger heart”, they bow
as a sign of respect, and they say the expression
“fighting”. Most of the participants mimic these
behaviors from the Kdramas that they’ve watched.
This is supported by the study of Chang and Lee
(2017), where viewers are influenced by Korean media
content and mimic celebrity behavior. Additionally, in
a study, the participants emphasized that the
understanding of Korean culture has integrated into
their consciousness in numerous ways. What they see
had a significant impact on their way of thinking,
conventions, and cultural preferences. In the study by
Atanacio & Erestain (2020) it was stated that watching
K-drama has an effect towards emotions which can
lead to imitating the character's characteristics.
Tikyang (pseudonym) shared the behavior that she
followed from Korean:
“For me, the most behavior that I tend to follow is
their “heart sign” because it symbolizes love and I
also tend to follow how they bow because it symbolizes
respect.”
Additionally, Sheee (pseudonym) also shared her
favorite expression from Korean:
227/233
Psych Educ, 2023, 7: 219-233, Document ID:2023 PEMJ541, doi:10.5281/zenodo.7653294, ISSN 2822-4353
Research Article
“The expression "fighting!" as well as their finger
heart.”
Jane (pseudonym) observed how she sometimes copy
the Korean way greetings:
“I noticed that I sometimes bow to the teachers’ way
back in first year, and they bow in response.”
Moreover, another theme was generated which is
they influenced other people. The participants of this
study are huge fans of the Korean wave. As a result,
they tend to influence other people especially by
listening to Kpop and watching K-dramas. The people
that they mostly influence are their siblings, family,
and friends. Ledesma (2021) mentioned that a mother
became addicted to BTS songs as a result of her
daughter. She discovered that several local and
international celebrities, as well as some of her friends
and colleagues, are also fans of BTS. Now, she
became intrigued and began accompanying her
daughter on nightly dates with this boy band. This is
supported by the Social Impact Theory where an
individual is influenced by the three aspects of the
social system: the geometry of the social space
(spatiality factor), the number of the others (population
size), and the strength of the attitude held by each
individual (attitude value) (Voinea, 2016). The
participants of this study influenced the people who
are acquainted with them and it falls into two aspects
of the social system which are the attitude value and
spatiality factor.
Tikyang (pseudonym) mentioned how she influenced
her sister in watching K-drama:
“Me and my sister, we’re fans of Kdrama. I am the
one who influenced my sister to watch Kdrama.”
Kyajange (pseudonym) also shared how she influence
her sisters in watching and listening to Korean:
“My sisters enjoy watching K-dramas. They are big
fans of Korean culture, particularly K-pop, and they
appear to be enthralled with BTS and Blackpink. I'm
the one who influenced them.”
In addition, Sheee (pseudonym) described how she
influenced her friends in family:
“During the pandemic, specifically the lockdown, I
influenced them. I was watching a series. Since my
friends are near, they go to my house.”
Furthermore, another theme emerged which
Aporbo et al.
is broader knowledge on Korean culture. Most of
the participants aim to have a broader knowledge of
Korean culture as a result of the Korean wave. The
participants emphasized that they do not want to study
our culture alone. They also want to venture into the
culture of different countries, specifically, Korean
culture. In the Philippines, there are students who take
a foreign language. As South Korea is gradually
garnering attention and interest due to Korean music,
drama, and media, it is the language that students
desire to study (Ancho, 2020). Moreover, the raging
fires of Hallyu have also piqued Indonesian interest in
the Korean language and culture (Usmi, 2016).
Jisoo (pseudonym) stated during the focus group
discussion that it is acceptable to learn others culture:
“I don't want us to only learn our own culture. We
should learn about other countries as well. Others like
Koreans, if we dig deeper into their culture, we would
appreciate how beautiful their place and their country
is.”
Erms (pseudonym) mentioned that it is okay to adapt
other culture as long as you will not forget your own:
“As a social studies student, it is better that the
students will learn about different cultures and
languages, and will not simply concentrate on our
own. It’s okay to adapt to other cultures as long as we
will not forget our own. It’s okay to adapt to the
culture of other countries, especially Korean culture
since they are trending right now.”
Jk (pseudonym) added that we can appreciate more
about Korean culture if we have deeper knowledge
about it:
“We can admire things if we have a background
knowledge in that field and others will appreciate
Korea more if they have a deeper knowledge about
their history, culture, etc.”
Finally, the assimilation of Korean culture in
school. The participants of this study have
experienced Korean Culture as a part of their school
activities. Others also believed that accepting new
cultures, such as Korean culture, is one way to help in
the progress of globalization. This is supported by the
study of Habich & Nowotny (2017), they mentioned
that globalization is one of the main drivers of cultural
diffusion, and this results in cultural blending. With
the aid of globalization, people from all over the world
can experience the culture of other countries. The
228/233
Psych Educ, 2023, 7: 219-233, Document ID:2023 PEMJ541, doi:10.5281/zenodo.7653294, ISSN 2822-4353
Research Article
Philippines is not an exception, as the participants
have first-hand experience in different integration of
Korean culture in schools. Because of globalization,
there is a possibility of change in one’s culture and that
may affect the cultural identity of individuals.
Tikyang (pseudonym) believed that we need to be
opened in globalization:
“I believe that we are now in the 21st century. We are
towards globalization. For us to become a way for
globalization, we must accept new cultures,- especially
Korean since they are the most influential country
today.”
RM (pseudonym) shared her experiences in high
school:
“When I was in High School we had an activity where
students would wear Hanbok dress, the traditional
dress of Korean.”
Sheee (pseudonym) described how there is Korean
activity in her school during intramurals:
“When I was in Senior High, I heard that there is a
Korean Dance Challenge contest for intramurals and
a lot of students joined. There is a Korean Dance
Craze and there is also Zumba every Monday that uses
Korean music. That happens every morning, every flag
ceremony.”
Korean wave affecting the participants’ perception
regarding their identity as a Filipino
During the interview one of the themes generated is
eagerness to learn Korean language. The
participants truly showed that they have been greatly
affected by the Korean Wave. The participants claimed
that they are eager to learn the Korean language as a
result of the K-dramas that they are watching. This is
supported by the study by Gupta (2021) where it is
stated that in JNU's School of Language, Literature,
and Cultural Studies, there is a huge increase in
students who take Korean language in India. The
students are eager to advance their knowledge of
Korean language and culture. This is primarily due to
the increased popularity of K-Pop, K-Drama, K-
Movies, and K-beauty.
Hee-do (pseudonym) described her eagerness to learn
Korean culture:
“I am really eager to learn their language because it's
Aporbo et al.
so hard watching Kdrama while reading subtitles.
What I can only understand is gwenchana, ottoke, and
jinja. That's why I still want to learn from others."
RM (pseudonym) mentioned that she wants to learn
Korean language:
“I want to learn their culture, especially their
language. I like to say annyeonghaseyo. I really want
to learn their language.”
Ji-eun (pseudonym) stated that it is advantageous to
learn Korean language:
“If I'm given an opportunity to learn. There is an
advantage if we can learn their language and their
culture.”
Another theme was generated which is cultural
distinction. In the data gathered, the participants tend
to compare our culture to Korean culture as they
discover it from Korean dramas that they watch. This
is supported by the study of Kaye (2019) who
discussed how the Korean Wave made Filipinos adapt
to several Korean Cultures. As a result, it strengthened
the ties with other nationalities and they have learned
to accept their differences from each other. This is also
a result of globalization where cultural imperialism
occurs. Cultural imperialism refers to one country's
cultural influence and dominance over another (Habich
and Nowotny, 2017).
Hee-do (pseudonym) believed that there’s no such
inferiority:
“I think it's not inferior because we can all learn their
culture as well as they can learn ours. It's okay to
exchange ideas with equalities.”
RM (pseudonym) highlighted how every culture is
special:
“We already know that we have different cultures and
every culture is special. They have their own
advantages and disadvantages so I can't say that our
culture is inferior to others.”
Moreover, another theme was generated which is
adapting Korean values. The participants of this
study are huge fans of the Korean wave. As a result,
they seek to adopt other Korean characteristics such as
time management, punctuality, and a strong sense of
family. Since they want to modify their values, they
tend to learn more about Korean values and practices.
229/233
Psych Educ, 2023, 7: 219-233, Document ID:2023 PEMJ541, doi:10.5281/zenodo.7653294, ISSN 2822-4353
Research Article
This is supported by the study of Habich and Nowotny
(2017). Their study emphasized cultural blending.
Cultural blending refers to the cross-cultural exchange
that results in a new type of behavior and preferences.
As we’ve observed, this is very evident in the answers
of the participants. They do not only want to adapt to
it; they also want to change other Filipino habits.
Jisoo (pseudonym) explained the things she wants to
adapt from Koreans personality. As she stated:
“Their punctuality. That's what I want to adapt since
Filipino time is very different from Korean Unlike in
Filipino time. We have to remove it in our mindset or
in our culture because it can delay your schedule.”
Ong-bak (pseudonym) also admires Korean culture, in
his words:
“I've heard that Koreans are very time conscious.
That's what I want to adapt since we are very opposite
from them. For them, it's already late when you arrive
on time.”
JK (pseudonym) expressed her admiration for Korean
culture:
“They are family-oriented and they do obey their
parents, which is one of the things I appreciate the
most about them.”
Furthermore, another theme emerged which is the
tendency of transculturation. Most of the
participants answered that Korean culture is
enormously dominating our culture. Since Korean
culture is now trending around the world, there is a
tendency that our culture will become inferior to
Korean culture. A study supports that it is a result of
cultural imperialism. This refers to one country's
cultural influence and dominance over another (Habich
& Nowotny, 2017). The major concern of the
participants is that the Korean wave might lead to the
reason why the younger generations will forget our
own culture. Currently, the majority of Generation Z
are immersed in Korean culture, and they rarely
embrace Filipino culture. A study mentioned that the
rapid adaptation of Filipinos to recent trends in Korea
has once again neglected Filipino culture, which
provides a sense of identity and pride in being a
Filipino. Adapting Western styles as well as those of
other Asian countries will lose sight of the essence of
what Filipinos stand for as a people (Kaye, 2019).
Jisoo (pseudonym) expressed her worriedness for the
Aporbo et al.
future:
“Since Korean culture is now trending, we are now
engaging in their culture. I am worried about the
future. What if we forget ours and we are overruled by
theirs? We will become Koreans.”
Hee-do (pseudonym) also voiced her concern about
the tendency for Filipino to forget their culture.
“A major concern posed by the Korean wave in our
society is the tendency to forget the Filipino culture.
Currently, the majority of Generation Z children are
immersed in Korean culture, and they rarely embrace
Filipino culture.”
JK (pseudonym) talked about the potential to
forget and the possibility of becoming a copycat
culture:
“I think, if we super admire the Korean culture that we
almost do or copy everything that is usual to them like
the food and everything. There really is a possibility
that we will forget our own.”
Finally, the comparison with the Filipino film
industry. The participants of this study have
experienced watching both films. The participants
stated that Korean films have been dominating the
Filipino film industry nowadays. It is because of the
good quality of their movies that it is evident that they
have really good cinematography. This serves as a
major threat not only to the Philippine Film Industry
but as well as to Philippine culture in general. The
Philippine Film Industry is a huge platform where
Filipino Artists can showcase their talents and can
eventually help the viewers realize how beautiful the
Philippine culture is. Sunbaenim (2020) emphasized
how important movies are. In his study, he discussed
how South Korea also has a rich history which they
creatively integrate into their movies and series for the
younger generation to at least be familiar with their
own past stories. The impact of how younger
generations appreciate other countries’ works of art
rather than our own is duly threatening. Since one of
the effects of the move to establish a greater base for
patriotism in their country is their movies, the younger
generation will start researching more about history
because of the impact of the drama (Sunbaenim,
2020).
Ji eun pseudonym) mentioned that she can’t help in
comparing Filipino films and Korean series:
230/233
Psych Educ, 2023, 7: 219-233, Document ID:2023 PEMJ541, doi:10.5281/zenodo.7653294, ISSN 2822-4353
Research Article
“Whenever I watch Kdrama series I compare and say
that their cinematography is better than ours. There
are still good Filipino films that we can showcase,
however, I'm scared that people will not notice the
efforts of the Filipinos and it can be overruled by the
Korean wave.”
Hee-do pseudonym) expressed her admiration in K-
drama cinematography and how it is a threat in
Philippine Film Industry:
“The number of people who watch Kdrama here in the
Philippines has a huge percentage. We cannot blame
them because it has really good cinematography. It is
a threat in the Philippine Film Industry.”
Tikyang pseudonym) mentioned how this generation
can easily be swayed by Korean culture:
“When it comes to the influence of the Korean wave,
the essence of being a Filipino can be overruled
because we are in a generation where we can easily be
influenced by Korean culture. Sometimes I don’t like
Filipino movies because it’s too exaggerated and it
doesn’t meet my preferences unlike in Korean.”
Conclusion
The study inquiry caused the researchers to have a
better grasp of the Korean wave phenomenon and also
the perspective of the students who were affected by it.
The researchers were pleased with the interview
results since the participants provided intriguing and
meaningful responses. It cannot be denied that the
Korean wave really has a great effect on the
Philippines in terms of how people dress, express
themselves, mimic Korean behaviors, and patronize
Korean culture. The study determined how the Korean
wave affected Social Studies students. The researchers
discovered that participants were extremely
enthusiastic when discussing Korean culture, loved
dressing up like Koreans, preferred Korean
music/movies, patronized Korean products, and even
set a Korean Idol as their motivation. In general,
participants expressed admiration for Korean culture
as a whole.
The researchers keenly observed a gradual change,
particularly among the participants. This poses a threat
because the youth are the nation's hope and the ones
who will carry and pass on a country’s culture
throughout generations. Youth nowadays really
admires Korean culture which is quite alarming
Aporbo et al.
because there are tendencies that they will forget their
own culture. It is true that Filipino culture is diverse
since the Philippines has been colonized for so long
and Filipinos have no choice but to embrace various
cultures, however, the Korean wave is a different
issue. Filipinos in today’s generation have options but
they willingly adapted to Korean culture. Soft power is
indeed scarier than hard power.
The researchers believed that one of the many reasons
why Korean culture is so well-known around the world
is because of globalization, particularly the internet
and technology. However, as the old saying goes, “The
only thing that is constant in this world is change”, the
world is evolving as well as the culture, every country
is catching up with globalization. It is inevitable that
even the cultural identity of the Filipinos will be
affected by the Korean Wave. Learning about other
cultures should not be a problem as long as people will
know the limitations and would continue to learn and
discover their own culture first among others.
References
Akter, S. S. (2019). Emergence of the “Korean Wave” and its
influence on Bangladesh: Doctoral Dissertation. Ritsumeikan Asia
Pacific University.
Amin, A. U. M., Zakaria, Z., & Rahim, A. A. (2020). Halal
Certification of Korean Food in Malaysia: The Challenges and Steps
Ahead. The Journal of Muamalat and Islamic Finance Research, 61-
74.
Ancho, I.V. (2020). Teaching Korean as a Foreign Language.
Journal of Creative Practices in Language Learning and Teaching,
8 (2),1-12.
Ancho, I. V. (2021). Andragogical Experiences of Filipino Graduate
Students in a Korean Language Class. Bicol University R & D
Journal, 22(1).
Atanacio-Blas, F. & Erestain, C. O. (2020). Phenomenographical
colloquies of the hallyu wave among selected students of Taytay
Senior High School, Philippines. Journal of Social Sciences, 6(1),
736-753.
Bae, E. S., Chang, M., Park, E. S., & Kim, D. C. (2017). The effect
of Hallyu on tourism in Korea. Journal of Open Innovation:
Technology, Market, and Complexity, 3(4), 22.
Binoy, T. A. (2020). Film induced tourismas a tool for destination
making and promotion: A Theoretical Analysis on Indian Tourism.
Asian Tourism Research, 331.
Bonsu, O. (2019). Osei Bonsu on Stuart Hall . Frieze .
https://www.frieze.com/article/osei-bonsu-stuart-hall
Chang, P. L., & Lee, I. H. (2017). Cultural preferences in
international trade: Evidence from the globalization of Korean pop
culture.
Chang, W., & Park, S. E. (2019). THE FANDOM OF HALLYU, A
231/233
Psych Educ, 2023, 7: 219-233, Document ID:2023 PEMJ541, doi:10.5281/zenodo.7653294, ISSN 2822-4353
Research Article
TRIBE IN THE DIGITAL NETWORK ERA: The Case of ARMY
of BTS. Kritika Kultura.
Creswell, J. W., & Poth, C. N. (2016). Qualitative inquiry and
research design: Choosing among five approaches. Sage
publications.
Crouch, M., & McKenzie, H. (2006). The logic of small samples in
interview-based qualitative research. Social science information,
45(4), 483-499.
Foo, K. (2018). British fan spends more than $100,000 on plastic
s urge ry to look like BTS member Jimin. Asi aone.
https://www.asiaone.com/entertainment/british-fan-spends-more-10
0000-plastic-surgery-look-bts-member-jimin
Franco, J. (2020). Beyond hallyu: Acknowledging the Koreans in
Our midst. Rappler.
https://www.rappler.com/voices/imho/analysisbeyond-hallyuKorean
smidst.
Gill, K. (2019). The impact of kpop wave towards students’
lifestyles. Kpopstarz .
https://www.kpopstarz.com/articles/289737/20190819/the-impact-of
-k-pop-wave-towards-students-lifestyles.htm
Gupta, V. (2021). Asian languages: Korean Language Courses in
India. Study French Spanish.
https://www.studyfrenchspanish.com/korean-courses.
Habich, J., & Nowotny, V. (2017). A Closer Look at
Globalization–Roots and Remedies. Background paper. Trilogue
Salzburg, 7-19.
Hwang, Y. M., & Epstein, S. J. (Eds.). (2016). The Korean wave: A
sourcebook. Academy of Korean Studies Press.
Iin Rachmawati, I. R. (2021). Korean Culture and Cultural Hybridity
Product: The Soft Power of South Korea.
Jadhav, S., & Walvekar, D. S. (2017). An Analysis of Celebrity
Endorsement and Car Preferences in Pune Region. SSRG
International Journal of Economics and Management Studies
(SSRG-IJEMS), 4(5), 25-30.
Jenol, N. A. M., & Pazil, N. H. A. (2020). Escapism and motivation:
Un d e rst a n d in g K-pop fans well-being and
i d en ti ty . Geog rafia , 16 (4).
Jobst, N. (2021). Korean food popularity worldwide 2020. Statista.
https://www.statista.com/statistics/999304/south-korea-korean-food
popularity worldwide/
Khai, N. T. N., & Hang, T. T. T. (2019). Hallyu and the impact on
young consumers' preference for Korean restaurants in Vietnam. In
Proceeding from 1st International Conference of Economics,
Business, and Tourism, Ho Chi Minh City, Vietnam (pp.1-22).
Kang, C. G. (2011). Making of hallyu and its future: Korean Culture
and Korean Wave Workshop. Han On Seminar.
Kaye, N/A. (2019). Influence of Korea to Filipino youth. Trendy
Place.
https://trendyplaceblog.wordpress.com/2019/01/26/influence-of-kor
ea-to-filipino-youth/
Kim, Y. (Ed.). (2013). The Korean wave: Korean media go global.
Routledge.
Aporbo et al.
Ledesma, J. (2021). BTS Phenomena: Beyond culture, language,
nationality. Philippine News Agency.
https://www.pna.gov.ph/opinion/pieces/405-bts-phenomena-beyond-
culture-language-nationality-
Lee. S. J. (2012). From fandom to tourism: An examination of self-
expansion theory. UNLV Theses Dissertations, Professional Papers,
and Capstones. 1589.
Lee, S. H., Lee, K. S., Kwak, G. H., & Kim, H. S. (2017). The effect
of the Korean wave on Malaysian university students' perception.
Culinary science and hospitality research, 23(1), 79-83.
Lee, Y. S. (2017). The Effect of Chinese College Students on
Korean Brand Preference and Purchase Intention-Focusing on the
Images of Fashion Products in Korean Dramas. International
Journal of Business Policy and Strategy Management. Vol.4, No.2.
(pp. 39-46).
Malik, S. I. (2019). The Korean Wave (Hallyu) and Its Cultural
Translation by Fans in Qatar. International Journal of
Communication, 13, 18.
Mansour, I. H. F., & Diab, D. M. E. (2016). The relationship
between celebrities’ credibility and advertising effectiveness: The
mediation role of religiosity. Journal of Islamic Marketing.
Mezmir, E. A. (2020). Qualitative data analysis: An overview of
data reduction, data display, and interpretation. Research on
humanities and social sciences, 10(21), 15-27.
Nevzat, R. (2018). Reviving Cultivation Theory for Social Media. In
The Asian Conference on Media, Communication & Film
Conference.
Philippines: Experts hail korean wave as a 'soft power for
diplomacy'. (2019). Asia News M o n i t o r .
h t t p s : / / w w w. p ro q u e s t . c o m / d o c v i e w/ 2 2 2 0 0 5 4 3 7 4
Racoma, B. (2019). Culture: Hallyu or Korean Wave Continues to
Take the Wo rld by Stor m. Da y T ra n s l a t i o n s b l o g .
https://www.daytranslations.com/blog/korean-takes-world/
Rai, N., & Thapa, B. (2015). A study on purposive sampling method
in research. Kathmandu: Kathmandu School of Law, 1-12.
Sunbaenim, E. (2020). Touch Your Heart: Reasons to love korean
c ultu re. Medium.
https://medium.com/up-euyeomuyeo/d-6touch-your-heart4939ec423
7f0
Syamsuddin, S., & Jimi, A. A. (2018). Implementing the Principles
of Andragogy in ELT to Enhance the students’ English Competence.
EDUVELOP, 2(1), 57-63.
Tupas, V.A. & Lee, A. (2020). Lifestyle: Here's how Filipino have
g r ow n to love K o r e a n f ood . GMA Ne ws On l i n e .
https://www.gmanetwork.com/news/lifestyle/food/760977/explainin
g-the-filipinos-k-foodies-phenomenon/story/
Usmi. (2016). The Current State of Korean Language Education in
Indonesia: Vocabulary Instruction at the University of Indonesia. 7th
Kosasa Biennial International Conference Proceeding. Page 628-
653.
Voinea, C. F. (2016). Political attitudes: Computational and
simulation modelling. John Wiley & Sons.
232/233
 Psych Educ, 2023, 7: 219-233, Document ID:2023 PEMJ541, doi:10.5281/zenodo.7653294, ISSN 2822-4353
Research Article

Affiliations and Corresponding Information

Russel J. Aporbo
University of Mindanao Tagum College, - Philippines
Darlene C. Catingan
University of Mindanao Tagum College, - Philippines
Angelica S. Logronio
University of Mindanao Tagum College, - Philippines
Jessica Shara B. Quezada
University of Mindanao Tagum College, - Philippines

Aporbo et al. 233/233