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Perceptions, Attitudes and Behavior of Teacher Education Students

Towards Korean Popular Culture

Raquel Ramirez- Geronimo

Philippine Normal University North Luzon

Abstract

The rising admiration for Korean popular culture had spread out to many places in Asia and

across many countries of the world. To assess the fast growing popularity and acceptance of the

young ones to this popular culture, 103 students of the Philippine Normal University North

Luzon, Alicia, Isabela, Philippines were purposively investigated of their perceptions and

motives which entice them to be fond of Korean cultural products. This study sought to find out

how the respondents think, feel, act and respond towards the popularity of Korean music,

fashion, food, language, drama/movies and artists. Moreover, the researcher wanted to know

how the respondent expresses their fandom by themselves, to their peers and family. The

qualitative research approach used in this paper is a phenomenological study to reach an in-depth

understanding of the various reactions, experiences and perceptions, of Teacher Education

Students towards the emerging recognition of Korean popular culture. The informal and focus

group interview, document analysis, and observation were used to yield and validate insights,

feelings, thoughts and experiences of the respondents. Results showed that fans revealed a

feeling of “complete package satisfaction.” Their consumption behaviors relatively affected their

intense admiration. The more they express their fondness, the more they tend to consume the

cultural goods to some extent. People learn from one another through observation, demonstration

and simulation. Their knowledge to adapt new things was because of curiosity, peer influence

and advanced technology. This proved that culture is a product adoption and adaptation. It
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changes and evolves over time. Taken together Korean popular culture may directly or indirectly

create an impact to Philippine economy, arts and culture.

Introduction

The Philippines is a promising place to be inhabited by various people and open to be a

hub to different cultures from East and West. Filipino culture is a creation and an effect of both

Western and Eastern cultures but very dominant is the influence of Asian culture. Perhaps, this

could be attributed to geographical proximity where cultural exchange is possible.

Culture is described simply as means or ways of life of the people which is a very

important part of their everyday existence. Culture is also a learned behavior that could affect

what people see, hear, speak, and behave as they interact with others. As a whole, it is culture

that creates human life meaningful. Evidently, the culture of the Filipino is distinctively Filipino

in the same manner that Korean culture is distinctively Korean.

Filipinos are notably known to be a music lover, and it is not surprising if Korean popular

music or K-Pop music conform to the elegance of the Filipinos. The rising admiration to

Korean music had grown to favor other Korean cultural products like fashionable clothes, eye

catching k-pop artists, romantic and comedy drama/movies, appetizing cuisine and stylish

accessories are continuously seizing the soul of the K-pop fanatics.

What makes the South Korean culture popular? According to Monier, (2010) he defines

popular culture as cultural products accessible to the masses, such as popular music, blockbuster

movies, and sitcoms. Enjoyment of such products does not require specific training or exclusive

knowledge. Similarly, Storey (2006) describes that popular culture contains beliefs, practices
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and objects that are part of everyday life. This includes mass-produced and mass-consumed

culture, such as books, magazines, newspapers, popular music, films and soap operas etc. that are

well-liked or appreciated by many people.

As an observation, a lot of young people today are captivated, either obsessed or addicted

to the growing popularity of Korean pop music, Korean artists and notably Korean dramas.

These Korean cultural contents became popular, admired and accepted because it is easy to

consume, understand, and entertaining to the majority had created a phenomenon. Online

dictionary characterize a phenomenon as something that is out of the ordinary and excites

people’s interest and curiosity. For instance, Korean music was very popular and well-liked

among the youth of South Korea and progressively in other Asian countries like Philippines and

the rest of the world in America, Australia and Europe.

Koreanovelas such as Boys Over Flowers, Lovers in Paris and Full House have invaded

mainstream television. Jjampong, kimchi and bulgogi are now familiar dishes to Filipino taste

buds. Korean spas and salons have sprouted all over the metropolis.(Alvarez 2010). K-pop Idols

like Girls' Generation, The Wonder Girls,2PM, B1A4, Super Junior, 2ne1, Sistar, Big Bang, Lee

Min Ho, Kim Bum,Jan Di, and Gu Jun Pyo are some of the K-pop band idols and K pop artists

that capture the hearts and minds of the Filipino fanatics.

The emergence of Korean cultural products paved way to the phenomenon called hallyu

(in Korean) or Korean wave. Korean wave refers to Korea becoming the most important cultural

force in Asia and beyond. Korean movies, television shows and k-pop music are enjoyed

everywhere in the world. The Korean wave started with the export of dramas to China and since

then Korea started to export its cultural products to elsewhere in Asia. Recently, the Korean
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wave started to expand into the Middle East, Europe, South America, Africa and North America.

(Tuk 2012).

At present, the Korean Wave is not just confined to TV dramas, films and music, but is

aggressively getting bigger to things like dance, computer games, language, electronics, cuisine,

cosmetics, fashion, plastic surgery, cell phones, and tourism. Indeed, it was really a mixture of all

that makes Korean culture popular. Undoubtedly, the Philippines is one of the countries which

are greatly inspired by Korean Wave (Alanzalon, 2011). This holds true because Filipinos need

not go to Korea anymore. In Manila, the heart of Metro Manila has well-established Korean

communities, with grocery stores, health spas, churches, karaoke bars, eateries, banks, and a

weekly 20- page magazine entirely written in Korean. (Curran 2014).

According to Inquirer.net, a study conducted by the market research firm, TNS Global,

titled “Filipino Perception of Korea and the Koreans” shows that Korean culture is among the

top three cultures Filipinos were attracted to, along with that of the United States and Japan.

The Korean fever continue to spread out to many places worldwide and influenced many

young enthusiasts because of the total package of the product it offers to the masses. When a K-

pop fan eat foods, buy clothing or magazine, consume Korean goods and portray like their K-pop

idols, they are actually enjoying the rewards of a special satisfaction brought about by this

popular culture. According to Bandura’s Social Learning Theory, imitation itself is proof that

learning happens, and is visible through behavior. (McLeod 2011). The theory posits that

people learn from one another, via observation, imitation, and modeling. (Escobar-Chavez, et

al., 2007) In reality, society changes as people progresses. Alejo (2014) said that proliferation of

Korean pop music and other aspects of Korean culture has been the result of a globalized
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thinking. All culture change overtime. As society progresses, new cultural traits are added.

Adapting other cultures is a result of modernization, personal happiness and satisfaction. The

question is “Could this be a threat or challenge to the Filipino?

On the other hand, thanks to mass media like the internet and other social networking

sites bringing the world closer into what we call “Global Village” where everyone is accessible

to welcome and appreciate each other’s culture. According to Alejo ( 2014) K pop wasn’t really

an accident. It was a result of a deliberate decision for a severely challenged industry looking to

increase their revenues by expanding their markets.

Methodology

The qualitative research approach used in this paper is a phenomenological study.

It used to reach an in-depth understanding of the different responses, personal experiences and

observations of the Teacher Education Students towards the emerging popularity of Korean

popular culture. According to Fraenkel & Wallen (2010) a phenomenological study is suited

because it is used to investigate various reactions to, or perceptions of a particular phenomenon.

A phenomenology also provides a deep understanding of a phenomenon as experienced by

several individuals.(Creswell,2007). Likewise, phenomenology is focused on individuals'

meaning making as the quintessential element of the human experience (Patton, 2002).

In this study, the focus group interview, informal interview, document analysis, and

observation were used to yield and validate personal insights, feelings, thoughts, experiences and

activities of the respondents toward Korean popular culture. Before an interview was conducted

an extensive readings and document analysis was prepared from the gathered sources of

information from magazines, books and newspapers; including online articles, blogs, comments,
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and thesis/dissertations retrieved from many websites. The Korean government website was very

much considered which can be seen as valid, trustful and reliable. According to Corbin&Strauss

(2008) and Rapley,(2007) document analysis is a systematic procedure for reviewing or

evaluating documents—both printed and electronic (computer-based and Internet-transmitted)

material. Like other analytical methods in qualitative research, document analysis requires that

data be examined and interpreted in order to elicit meaning, gain understanding, and develop

empirical knowledge.

During the interview, the respondents were asked to describe in full their observations

and personal experiences towards the phenomenon. The purposive sampling was used because

all identified students who were interested and regarded themselves as K-pop fan were targeted

as respondents to find out why Korean cultural products were loved and admired. The

respondents were all certified K-pop fan which means that all qualified respondents had

demonstrated an interest to anything related to Korean cultural products. Although, the

researcher encountered quite difficulty in looking for her respondents, there are some students

who were so proud to be recognized as K-pop enthusiast. On the contrary, some students feel

reluctant and reserved to reveal themselves as K-pop fan.

A total of 103 Teacher Education students of Philippine Normal University North Luzon

were recognized as respondents. There were 93 female participants and 10 males. Most of the

respondents were 18 years old and a sophomore. Most of them were fans since high school and

were influenced by their classmates through internet and television viewing. All the interviews

were conducted in quiet and isolated classrooms, so that respondents could concentrate freely on

their responses.
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According to Fraenkel and Wallen (2014) a focus group is an interview with a small,

fairly homogenous group of people who respond to a series of questions asked by the

interviewer. Students interviewed were in groups of three (3), five (5) and eight (8). The biggest

group interviewed was in group of eight (8) since these students have their common vacant

period. The respondents were seated together and each of them answered the questions asked.

During the interview, the respondents were asked of their personal observations, feelings,

reactions, and experiences towards the popularity of Korean cultural products like pop music,

fashion, food, language, TV drama/movies and the artists.

Each of them was asked to describe their views, experiences and involvement towards the

fads. The respondents may agree or disagree from the viewpoint of the other interviewees. All

respondents were free to share or give additional comments since they have all the chances to

listen to the given answers of their group. The time spent for the interview varied from one

respondent to another. This depended on the length of their responses. A big group consumed

almost an hour while small groups lasted for 40 to 50 minutes. English and Filipino were used as

the medium of communication because the researcher believed that students were fluent in both

languages.

During the interview, the conversations were recorded with a voice recorder from the cell

phone and later transcripts were to abstract out the themes and be able to present the unique

experiences of the respondents. This agrees to the definition given by Creswell (2007) that a

phenomenology provides a deep understanding of a phenomenon as experienced by several

individuals. From this, abstraction, an individual analysis of the similarities and difference of the

experiences will be clearly presented. This account Patton’s (2002) definition of

phenomenology focused on individuals' meaning making as the quintessential element of the

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human experience. Overall, responses to the interviews conducted were exciting, enjoyable,

entertaining, as both the researcher and the respondents ended with a smile on their faces.

RESULTS AND DISCUSSION

Perception may be defined as the process with which individuals detect and interpret

environmental stimuli. It is the process of using the senses to acquire information about the

surrounding environment or situation. This study is concern to discuss how the respondents

perceived and evaluate their fandom and experiences towards Korean cultural products like pop

music, fashion, food, language, drama and movies, and pop artists.
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Table 1.
The table below shows the perception of the respondents toward Korean music with its
theme, description and sample quotes.
Themes Description Sample Quotes
Strong dance beat K-pop music is lively, “When I hear the first beat of
amusing and inviting. the music, I am tempted to
move and dance. It’s really
inviting; it inspires me
everyday.”
Entertaining music K pop music brings “For me, I like their new
happiness, enjoyment and songs, it fits my taste. I feel
contentment happy listening to their
music.”
Rhythm and melody Songs are enjoyable and “I just like and love their
pleasing to the ears. songs. It’s easy to go along
with the music.”
Konglish lyrics English words are added to “I appreciate the sub titles for
(Korean + English) to attract international me to understand the meaning
audience of the song, that even if I
cannot say the lyrics correctly,
humming is a safe way for me
to do.”
Quality music video Music videos are excellent “The music videos are
and impressive. It contains overwhelming with lots of
3D effects and in high props and effects. It’s really
definition resolution.” amazing.”
Students perceived Korean music as amusing and entertaining. The strong dance beat of

the music stimulates and excites them to feel like dancing. Every time they listen to the songs

they were inspired to work and study. Respondents love the tune and melody of the songs even

they do not actually understand its meaning, whom Thao( 2012 )agrees that the songs were in

Korean with some English words in their lyrics. Moreover, he said that, these were the result of

a combination of several genre of music such as electro dance beat with RnB, which in a way

seem familiar for western people.

In an interview, Phia clarize Gallo, an 18 year old sophomore student said that she found

the music very pleasing and feels happy because it really fits her taste.” In a similar study

conducted by Tuk ( 2012) “The Korean Wave: Who are behind the success of Korean popular
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culture” ? He mentioned that the music industry is a visual industry, which means the visual

aspect takes a central place. This affirmed the perception of the respondents that Korean music

videos were very impressive; from lights and sounds, amazing props to talented and gorgeous K-

pop artists. “I am overwhelmed to how the music video was made, it’s amazing, everything is

perfect” said Juanito Felix, a third year BEED student. This demonstrated that music videos

play a crucial part in the promotion of the music. (Tuk 2012) and the internet is the main source

of information and discovery of the Korean pop music for people. (Do 2011)
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Table 2.
The table below shows the perception of the respondents toward Korean fashion with its
theme, description and sample quotes.
Themes Description
Trendy and Fashionable Korean fashion is stylish,
modern, cool and attractive.
Unique accessories Fabulous hairstyles,
cosmetics, foot wears,
bangles, long socks, vest,
scarf, and different
headgears.
Has own style and character Simple, elegant and sexy
Colorful dresses Mix and match outfit in
superb intense colors.
Sample Quotes
“The artists dressed so cool
that I came to a point of
imitating their fashion and
hairs style.” I like their sexy
outfit.”
“I like the way they carry their
dress, I find it simple, there is
harmony in color and I find
them to be stylish.”
“I appreciate their fashion and
hairstyles, they are so cute and
lovely.”
“I love seeing those wearing
short skirts with long socks
and fashionable headdress.”

“They look like living

mannequins. When I see them I
want to hug and hold close to
them.
“In the Philippines, when
dressed in bright colors, you
are “baduy”( out of fashion)
but to them, it’s pleasing to
see.”
The students perceived Korean fashion as attractive, glamorous, trendy, fashionable,

cool, neat, elegant, sexy, colorful, and unique. This coincides to Santos (2011) a blogger, who

mentioned that one can also easily spot Filipino teenagers wearing trendy colorful shoes, jackets,

large accessories and has unique hairstyles which are usually long and blonde to attain a Korean

look and sense of fashion.

Sandra Pascual, Second year BEEd student, teasingly said, “In the Philippines, when

dressed in bright colors, you are branded as “baduy”( out of fashion) but to them, it’s pleasing to
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see, as if any color or any style, matches their skinny body and snowy complexion. “They look

like living mannequins. When I see them I want to hug and hold close to them” Juanito Felix, 18,

enthusiastically answered. Truly, the fashion craze is a break through that inspired the youngsters

across many countries to welcome a novel in the realm of fashion.

Table 3
The table below shows the perception of the respondents toward Korean food with its
theme, description and sample quotes.
Theme Description Sample Quotes
Hot and Spicy Korean foods tastes spicy “I was motivated to buy
Healthy Foods include vegetables Korean recipe book, when I
and fish. tasted Kimchi, it’s delicious
but it’s hot, as if it has its own
degree of level.”
Appetizing Mouth-watering foods “The foods look delicious”.
“I haven’t tasted any Korean
Assorted Foods colorful presentation foods but I appreciate its
colorful presentation”
The respondents perceived Korean foods as hot and spicy referring to kimchi. A Korean

traditional meal is not complete without kimchi, a mixture of various pickled vegetables such as

Chinese cabbage, raddish, green onion and cucumber. Certain types of kimchi are made spicy

with the addition of red chili pepper powder, while others are prepared without red chili peppers

or are soaked in a tasty liquid. (http://www.korea.net/)

When asked if the respondents had tasted kimchi, only few answered yes. Excitingly,

they mentioned that if given the chance they would love to taste. April Joyce Galla, first year

college revealed that when she tasted kimchi, she was interested to buy Korean recipe. She said

kimchi is spicy but tastes good.

Most of the respondents showed appreciation in the colorful presentation of the foods as

seen in the movies, magazines and TV drama. Foodstuffs like fish, vegetables, noodles, meat

were perceived to be sumptuous, delicious, spicy and healthy.

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Table 4.
The table below shows the perception of the respondents toward Korean language with
its theme, description and sample quotes.
Themes Description Sample Quotes
Unique The language sounds The language is distinctively
differently different. I enjoy writing Korean
alphabet.”
Challenging Difficult to pronounce “Even if I cannot pronounce the
words well, I am determined to
study the exact articulation of
the word or texts.”
Interesting Exciting to learn “I want to learn and speak the
language.”
The respondent’s common observation to Korean language refers to the uniqueness of the

Korean alphabet or Hangul. Respondents cheerfully mentioned that understanding the Korean

language or Hangul challenged them to study and learn the language with passion. Quite the

opposite, they find difficulty in pronouncing the words but their excitement supports them to

learn the language. Jassen Fontilla, First Year College eagerly expressed her determination to

study and speak the language with the opportunity and resources she own.

Audrie Manuel, Third Year BEED shared how she loves writing her name in Hangul

characters. Every time she learns something new, she always put it in writing, usually done when

she is alone in her room and sometime in school. This confirmed that language is an important

element to understand other culture.

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Table 5.
The table below shows the perception of the respondents toward Korean drama/movies
with its theme, description and sample quotes.
Theme Description Sample Quotes
Unpredictable Story line Stories are simple, thrilling “The story has a twist; you do
and worth watching. not know what will happen
next. Once you have started
viewing, you really want
more.”
Versatile actors and actresses Roles portrayed fits their “I love the way they act, it
personality comes out very natural.”

True to life stories A soap opera demonstrates “I like love stories, I feel like I
situations in the family, am the lead character of the
friend relationship, politics, story. Sometimes, I imagine
authority, and romance. myself as the leading actor.”

Display strong emotions Story line deals with love, “I feel connected to every
hatred, revenge, happiness, scene .”
and even of humor.

The respondents freely shared their addiction to watching Korean dramas/movies

because of the strong attraction to pretty actresses, handsome actors and lovely sceneries of

Korea, aside from its unpredictable storylines. The respondents admitted that once you had

started viewing, the feeling is irresistible. Every episode was worth watching. One cannot predict

what scene would come next. These experiences tempted them to finish the whole story as

possible, and as a result their sleeping habits were sacrificed.

Many of the respondents confessed of doing movie marathon not only during weekends

but sometimes on weekdays. According to them they were allured of the flow of the stories that

one cannot find in a typical Filipino teledrama. Often, they are caught criticizing Filipino

teleserye which they find boring. Everybody agreed that Korean dramas are emotionally

powerful and make the character more attractive. Most of them affirm that after viewing the

movie, the sensation remains thus keeping their fondness alive.

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Thanh (2012) noted Korean drama focused on family relationship, love, traditional

Confucian value, which suit Asian people. Even before, Filipinos are branded to be sentimental;

for they value everything like love, friendship, and family relationship. They love romantic,

comedy and modern Cinderella storylines. These views accords to KOCIS (2011c, 55) which

tells Korean drama “offer fantasy, adventure, comfort, and break from reality at the end of a

demanding day”.

In the Philippines the Korean drama Boys over Flower was a big hit. Also, the two big

broadcasting networks both regularly air Korean dramas. These dramas were dubbed in Filipino.

(Tuk 2012).

Table 6.
The table below shows the perception of the respondents toward Korean artists with its
theme, description and sample quotes.
Themes Description Sample Quotes
Unique Personality Cute, Cool, Very neat, “When you watch them, they
Awesome are really good looking, they
look like living dolls.”
White complexion
Handsome, beautiful
Great singers/ actors/ actresses/ Talented artists “When you see them, you can
dancers easily fall in love with them.”

“They are very good in singing,

acting and dancing. I love how
they act, it’s so natural.”
Sincere to fans Sociable and humble “They have an authentic
Shows love and concern to personality, they are not
the fans pretentious; they do not ignore
their fans.”
The looks and performance of the K-pop artists were perceived as important factors that

entice the respondents to feel a special affection for them. K-pop stars were not just singers, but

also great performers. According to the respondents, they possess a different charisma, an oozing

appeal, strong and dancing skills that captivates any person. K- Pop stars were described having
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a unique personality. When you see them on screen and pictures, you can easily fall in love with

them. They are very cool, neat and really stunning. They are like living mannequins, when you

look at them it seems that they have the same faces, the respondents cheerfully answered.

True enough, according to Tuk (2012), he stated that performance, looks, and image are

more important than the songs, after all he stressed that K-pop artists do not make their debut on

the radio, but on national television instead.

The respondents also noticed that during interviews in a TV guesting, their K- pop idol

shows modesty especially when dealing with their fans. They also bragged that their K-pop idols

are sincere and loveable to their fans. These observations strengthened their connection to be

more avid K-pop fan.

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Table 7.
The table below shows how the respondents express their fandom to their peers with a
description and sample quotes.
Description
Texting friends with basic Korean greetings.
Sharing to friends’ collection of magazines,
pictures, downloaded songs, music video, and
movies.
Showing pictures of K pop idols to friends
Sharing of stories, feelings and thoughts to
classmates, friends and co fan.
Listening to K pop music with friends.
As K-pop fan, the respondents conveyed honestly that most of the time, they talk
Sample Quotes
“One time I went to Pandayan Book
store, I saw a Korean dictionary, and
then I bought it. I texted my friends’ new
words that I have learned, then they
would ask me the meaning then later on
they began to like it.”
“I have a collection of K –pop magazines
like K Zone, Myxx, and Sparkling . I have
video clips and music video in my laptop.
I share this to my friends and co fan.”
“I have a picture of Ah Ri Song then I
show it to my classmates for them to like
it too. I watch her videos in you tube with
friends.”
“I have a laminated picture of my
favourite k artist in my ID.”
“I share the movies, songs or anything I
know about K pop to my friends, I am
happy to see them listening.”
“In school, during vacant period, I use
my cell phone to play k pop music,
unconsciously, my classmates also pay
attention to the music.

in school with their friends anything related to Korea. Common ways to display their fondness

includes texting basic Korean greetings like “annyeonghaseyo” which means “Hello”, kamsa

hamnida means “Thank you” and “sarang haeyo” meaning I love you. They were so generous

in sharing to friend’s downloaded pictures, songs, music video, and movies, DVD’s,CD’s and

magazines, most notably to their co K-pop fan.

During free time, respondents keep sharing about the good things they loved on the

stories they had previously watched, so as a result, other friends get interested to it. Another

way of showing their affection was through listening to K- pop music over their cellphones and
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personal computers with friends present either in school or in the boarding houses. Beyond

doubt, internet is the main source of information and discovery of the Korean pop music for

people. (Thao 2011)

Table 8.
The table below shows how the respondents express their fandom to their family with a
description and sample quotes.
Description Sample Quotes
Tuning music on mobile phones “During weekends, I do household chores
at home; I use my phone to entertain myself
while working or studying.”
“When I play the music, everybody at home
seems to be happy.”
“In my room, I play music using my phone
with my cousin, but when I have extra
money, I use the internet to be updated with
my k pop idols.”
Watch drama or movie at home “I invite my siblings to watch with me, and
surprisingly my mom gets along with us
too.”
Interview showed that respondents proudly answered that their ways of expressing their

fandom at home were effortless. At home, cellphones were the simplest gadget available to play

K -pop music. Oftentimes, it is played during working hours to keep them on the go. “I use my

phone to entertain myself especially when I am making my assignments or washing my clothes

said Cherry Ann Baguilat, a Second Year BEED student”. During weekends, the respondents

asked their siblings to watch with them downloaded korean movies on lap top. Surprisingly,

family members showed interest and later began to watch koreanovela aired on television.

According to Tuk (2012 ) many K-pop idols appear as actors in Korean dramas. As we can see in

South Korea, television and music are connected to each other. They both need each other to

attract viewers and fans.

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Koreanovelas like Full House, Boys Over Flowers, Jewel in the Palace, Coffee Prince,

Princess Hours, and more have been present in the homes of many Filipinos. The Tagalog

dubbed versions of Koreanovelas contributed to the easier understanding of Filipinos. However,

those with English subtitles are still being watched through other means. Oftentimes, these series

are also followed by many fans. Sometimes, these even affect the daily routines of people! Dow,

I.(2014). This supports why Filipinos are hooked into this phenomena.

Table 9.
The table below shows how respondents express his fandom to oneself with a description
and sample quotes.
Description
Collecting pictures of K- pop Artists from different “I have pictures of Lee Min Ho and Kim
magazines, tabloids and newspapers and from the
internet.
Downloading of K pop music, music videos,
concert, and bloopers from the internet.
Buying DVD and CD, posters, photos and other
stuffs connected to my favorite K pop artist.
Saving pictures and songs to cell phone and
personal computer.
Inspiring fashion style
Daydreaming to be like the protagonist.
Learning Korean basic and familiar words.
Sample Quotes
Bum.
I collect pictures of my favourite artists, I
also make fun pics stories, I also write the
lyrics of the songs, do minus one then do
recording of my own
“I download music videos, video clips and
bloopers from the internet to my laptop. I
find it really entertaining.”
When I see pictures of them in the malls,
stores or markets even how small it is I
will buy it.
I have a collection of Korean DVD movies
like Boys Over Flowers,To The Beautiful
You,Princess Hours, and Queen Seondok .
My cell phones contain a lot of Korean
songs and pictures of my K idols.
“During ordinary days especially on
occasions, I tried to dress like my favourite
idols. From hairstyle to make up and the
use of accessories like hats, long necklace,
shoes and sunglasses.”
After watching movie I imitate, the way
they act pretending that I am the girl so in
love even within 3 seconds only.”
If I have learned something new I used it to
greet my friends through text like kamsa
hamnida means thank you,and Annyeong
haseyo means hello.
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Keeping large posters/pictures posted in the I have a big picture of Lee Min Ho posted
bedroom. in the wall of my room. I feel inspired
every time I see him.
The table exposed many practices on how the respondents display their immense

fondness to K- pop culture. Evidently, the respondents collect pictures of their favorite

artists/singers from different magazines, tabloids, and newspapers. From the internet, they

download music, music videos, concert, and bloopers and compile it. Buying DVD and CD,

posters, photos and other stuffs connected to their favorite K pop artist was also noted.

While viewing K movies, respondents felt like they were put into spell. They were

enchanted with the flow of the story which led them to empathize with the characters played by

their idols. These feelings tend them to display extreme reactions like daydreaming to be the lead

character even for few minutes; and showing atypical feeling of entertainment whenever there is

a thrilling, funny and heartbreaking scene.

Fashion also captivates the interest of the respondents to dress up like their K-pop idols.

The respondents believed that by wearing and imitating their idols, they are confident to be as

cute, cool, weird, but unique individual like their idols.This study proved that people learn and

adapt new things through his environment by observation, imitation and the use of mass media.

Conclusion and Recommendation

Korean popular culture is continuously dominating the Asian region and the world

because of the favorable acceptance of the masses. According to Moeran (2001), he stated that

the most important element for the acceptance of products in any market was to meet the local

needs, desires, orientation, preferences, and curiosities. K -pop fan in this study revealed a

feeling of “complete package satisfaction.” That fulfillment was transported to a euphoric and a
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strange feeling of contentment that only a K-pop fan can understand. This upholds with Azanza

(2001) that people adhere in the culture they are in because they find satisfaction in it. For as

long as an element of culture satisfies the members of society that element will be accepted.

According to Social learning theory of Bandura(1977) it states that behavior is learned

from the environment through the process of observational learning. The student’s perception

relatively affects their consumption behavior towards Korean cultural product. The more they

show their fondness, the greater possibility to consume cultural goods to some extent. The most

consumed products perceived by the respondents were pop music, TV drama, movies and K- pop

artists. Varied reasons of their endearment were because of the quality of the product includes

fast music, fantastic choreography, gorgeous pop stars, and entertaining TV drama/movies. All

of these provide the respondents a soothing feeling of contentment and enjoyment.

This study would like to inspire K- pop fans and admirers of this popular culture that it is

their personal preference, choice and taste that brought them to this phenomenon, thus they

should be respected. To understand why people do what they do, Max Weber (1949) advocated

the use of verstehen ( the German word that means” to understand”) method. From a Weberian

theoretical perspectives culture is important because it is a meaning system that informs people’s

actions and interactions. Understanding action requires interpreting the subjective meanings

actors have. Without this understanding, one is likely to misunderstand and misinterpret

behaviors. (Weber 1949).

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