Review of Related Literature

Filipinos has always been welcoming of foreign trends and culture. As such,
Korean culture and trends as seen in Korean dramas have invaded and been deeply
rooted in Philippine society today. Korean dramas have greatly influenced the food,
fashion, cosmetics, music, and entertainment industries, as well as people’s views and
preferences (Tangpos, 2018). Many people, especially in the Philippines, are big fans of
K-dramas and K-pop. Despite not understanding the lyrics, many can still sing along
with K-pop songs and claim these are among their favorites Filipinos have apparently
caught the Korean pop culture fever that it is now just common to see people flashing
the Korean finger heart (Arayata, 2018). K-dramas always deal with the everyday lives
of ordinary people, so the viewers could relate. With regards to K-pop, it is very hard to
define, since "it is a collection of other cultures." (Lee, 2018). What makes K-pop unique
is its non-exclusiveness, since it embraces other culture, "There is open-mindedness,”.
Beyond kimchi, K-pop and Koreanovelas, Koreans are becoming a ubiquitous presence
in the Philippines with tourist arrivals estimated to reach the one million mark by
yearend, up by 30 percent from 2010. Based on the data gathered by Inquirer
Research, the figure would make them the largest group of foreign citizens to ever have
landed on Philippine soil in a single year (Yap, 2011).

Most Filipinos make Korean culture as an inspiration to their work in doing

movies, music, work of art, etc. Recently, Filipino movies have already influenced by
Korean culture such as the Filipino movie “Kimmy Dora” which is a huge box office
success followed by a sequel shot in South Korea as a Korean-inspired shot. Martinez,
the writer of Kimmy Dora illustrates that : "Filipinos like Korean films because they are
fresher, less formulated and with a degree of violence and eroticism that appeals to the
local audience, who are just being bombarded by teenybopper and romantic comedies
in their local cinemas” (Santamaria, 2012).

Filipino youths are also influenced by the Korean looks, to have a Korean look is
to have a Korean hairstyles in order to have that Korean sense of fashion. Korean
hairstyles became trend in the Philippines today (Kapuso Mo Jessica Soho, 2010).Kim
& Ryoo wrote in 2007 publication that, Cho-han (2003) stated that Hallyu should not be
treated as a superior among any other cultures for she examined that it is just an impact
of globalization from the west-based globalization. Having the difference in language is
one barrier in understanding and developing an interest of Hallyu. Because of this it give
interest to the people who likes Hallyu to do multilingual. If we can understand what this
Hallyu really is about, it can help us to determine the grater variations in the themes that
is presented to Korean culture (Gaya, 2013).

K-pop fans are also remarkably active in textual production. In the Philippines,
quite a number of K-pop fan conventions have been held since 2009. As a matter of
fact, the 1st Philippine K-pop Convention, which was held on December 5, 2009 was
described by allK-pop.com to be ―not only the first K-pop convention of the Philippines;
this convention is the first of its kind, period (Pacis, 2012).

“Hallyu (Korean wave)” in China, Taiwan, and Japan has become a new trend
since the late 1990’s and its typical aspects seem to have reached the Philippines since
2003, especially through soap opera, so called “Koreanovela.” This research focuses on
the Filipino experience of the flow of Koreanovelas in the Philippine Free TV to find how
Filipino audiences have received the Koreanovela-specifically, what, why, and how they
consume the Koreanovela (Kwon,2007). The Korean wave—”hallyu” in Korean—refers
to a surge in the international visibility of Korean cul-ture, beginning in East Asia in the
1990s and continuing more recently in the United States, Latin America, the Middle
East, and parts of Europe (Ravina, 2008). The Korean wave portrays an unprecedented
frame of Korean popular culture by the Korean media alongside the line with
commercial nationalism. As a result, the Korean wave is manifested as a regional
cultural trend signifying a triumph of Korean culture (Hyejung, 2007).

More Korean brands specially cosmetics and garments are popping up in malls.
But also Chinese brands. In the Philippines, Filipinos were only drawn to Korean
dramas. However, June 2009 saw the debut of Korean music videos (MVs) in MYX
Music Channel. Since then, Kpop as a media content, has become a staple in the
programming of said channel, and created a fandom especially among the Filipino
teenage fans. Korean songs entered MYX music charts and stayed for weeks.7 Music
companies distributed Korean albums in the country, and most of these albums were
best sellers in music stores (Alanzalon,2011)

According to Hicap (2010), the reason of the rising popularity of K-pop in the
Philippines involves attractive young stars and their unique moves in dancing
accompanied with how they dress up which Filipino Youths find it as a complete
package. Most popular Korean celebrities are belong in a bands or groups which are
today’s most known. One of them is the female group 2NE1 who’s having a member
that became famous in the Philippines before she reached her fame in Korea. Her name
is Sandara Park which also introduced Korean culture to the Filipinos (Hicap, 2010).

The popularity of Korean culture really contributed a lot in the country of South
Korea regarding on the rising of their economy because of TV dramas, films and music
that attract tourists that becomes just like a domino effect. These tourists bring billion of
dollars into the country. Korea is now enjoying double boom in economic and cultural
field(Anjaiah,2011). Malm (1977) claimed we Filipinos had a history of colonization that
we influenced some attitudes which we inherit to our colonizers and also to our
experienced during the time of colonization. This experience of Filipinos is related to the
issue of choice that Filipino Youth is experiencing with interest and very fascinated
towards popular Korean culture.

Most Asian countries have been distant from their closest neighbors in terms of
cultural understanding and exchanges, and instead having this tendency of connection
more closely to the former colonial empires or advanced Western countries than with
neighbors sharing borders”. In this case, because of the boom of Hallyu throughout the
world, the local government of Gyeonggi planned to have an entertainment hub which to
be known as HallyuWood. The impact of the Korean wave has not only permeated
popular culture but is also a measure of positive lifestyle for many Filipino Youths (Kim
and Ryoo, 2007). Korean pop, K-Pop for short, has in recent years become a global fad,
captivating youth all around the world regardless of linguistic differences. K-Pop is an
ever-adapting media movement that has already proven its worth both in numbers and
in bridging borders between citizens across the globe. South Korea has, by adopting the
American ideal of pop culture, created an international pop music phenomenon that
transcends linguistic and cultural barriers (Powell 2014).

The Korean wave refers to the significantly increased popularity of South Korean
culture around the world; it is also referred to as hallyu, in the Korean language. The
term was coined in China in mid-1999 by Beijing journalists surprised by the fast
growing popularity of Korean entertainment and culture in China (Kim, 2007, p. 15).

The impact of the Korean wave has not only permeated popular culture but is
also a measure of positive lifestyle for many Asian people (Ryoo, 2008, p. 144).Many
Asians did not know much about South Korea or knew only a few simple, often
stereotypical things about South Korea. Images associated with South Korea were
negative and related to events such as the Korean War, cycles of poverty and political
instability (Lee, 2007, p. 29).

Observers generally agree that the most likely explanations for the popularity of
South Korean shows, singers, and movies throughout Asia include South Korea’s high
income levels, the close cultural proximity and affinity they share with neighboring Asian
countries (Ryoo, 2007, p. 140). As a result of these and other economic developments,
“South Korea is now the twelfth largest economy in the world, and its entertainment
companies are able to finance shows and movies with production values much higher
than in most of Asia” (Ryoo, 2007).By early 2006 Korean culture productions, including
television drama, film, pop music, etc. have become widely consumed by audiences in
Asia (Shim,2008)

Few Private businesses are being operated by Korean nationals here. Meaning,
Koreans are taking the opportunity to join the economic growth the Philippines has been
enjoying in the recent years. Koreans are also the top tourist visitors of the country.
They are also on top list in terms of foreign students studying here (Figueroa, 2017). He
also added that, for now, I could say K-pop is a trend that shapes our current pop-
culture. But like any other pop-cultures, it may lose or gain its influences in course time.
Scope and Delimitations

This study is conducted at Assumption College of Nabunturanin in Senior High

School Department for the school year 2019-2020.This study is focused on students
who are a fan of Korean culture including Kpop, Kdramas, Korean Fashion etc. where
the behavior of the students are observed. The research sample is composed of thirty
(30) Senior High School students that fit to the requirement needed by the researcher.
References

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https://www.grantthornton.com.ph/insights/articles-and-updates1/line-of-sight/how-have-
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Ma. Cristina Arayata. (2018, November 18). Korean pop culture continues to capture
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https://www.pna.gov.ph/articles/1054208

DJ Yap. (2011). Filipinos attracted to Korean culture, K-pop, Koreanovelas. Retrieved

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