Filipino provincial youth’s consumption of K-pop and its effects

Justin Ronan S. Punzalan, Janina V. Luga, Karla Auria S. Galeon


Korean Wave or Hallyu is the popularization of the South Korean culture all over the world. Through the use of Cultural Proximity, and Uses and Gratification Theories as guide, this research was able to understand the reasons of Filipino provincial youth’s consumption of K-pop music, video, and merchandise, and its subsequent effects to their cultural capital, values, and linguistic, and artistic choices. The data from the self-report of 300 Ilokano 3rd and 4th generation K-pop fans, aged 18 to 30 years old was analyzed using correlation analysis.

The respondents are mainly Gen Zs, 3rd generation K-pop fans, and females. The top three (3) most popular stans are Blackpink, BTS, and Twice. The findings show their active consumption of Korean popular music, videos and merchandise. Further, varying degrees to which the respondents cite the following reasons as justification of their K-pop consumption are recorded: for entertainment, establishment and reinforcement of social relationships, and personal identity, and surveillance of the characteristics and trends of the South Korean culture. Reasons for music consumption registered a positive significant relationship with cultural capital, negative significant relationship with values and aesthetic, and no relationship with linguistic. All components of effect documented direct relationship will all of the reasons for K-pop video consumption, except values and diversion with no significant relationship at all. Reasons for merchandise consumption have a positive significant relationship with cultural capital, and the linguistic, and aesthetic effects. This study forwards the importance of both traditional and new media in fostering intercultural communication and globalization

Full Text:



Agatep, E. (2014). What is K-poppening? Behavior and academic performance of 3rd and 4th year students of Lorma Colleges Special Science High School students.

Alanzalon, S. (2011). Kpopped!: Understanding the Filipino teens’ consumption of Korean popular music and videos.

Ambirajan, S. (2000). Globalisation, media and culture. Economic and Political Weekly 35(25).

Anderson, C. (2018). Global South Korea and the K-Pop Phenomenon.;jsessionid=89A63119A00E5D73E2058952B9A2EC3D

Ardhiyansyah, D. (2021). 2019: A Year in Kpop.

Bautista, R. (2021). 9 K-pop songs that became a trend on TikTok.

Bok-rae, K. (2015). Past, present and future of Hallyu (Korean Wave).

Capili, W. (2010). [NEWS] Experts explain Kpop phenomenon in the Philippines.

Conghao, H. (2022). Korean Fashion.

Deen, C. (2014). Formation, purpose and gains: An exploratory study of Hallyu fan clubs in the Philippines. In The Hallyu Mosaic in the Philippines: Framing Perceptions and Praxis.

Evason, N. (2016). South Korean Culture: Communication.

Gates, B. (2021). The year global health went global.

Goldshtein, A. & Gideoni, D. (2003). From Holy Land to ‘Hallyu Land’: The symbolic journey following the Korean Wave in Israel.

Igno, J. & Cenidoza, M.C. (2016). Beyond the “Fad”: Understanding Hallyu in the Philippines. International Journal of Social Science and Humanity 6(9). pp. 723-727. doi: 10.18178/ijssh.2016.6.9.740

Jang, W. & Song, J. (2017). The influences of K-pop fandom on increasing cultural contact.

Katz, E. (1974). Uses and gratifications research.

Kim, A. (2017) Korean Popular Music (K-Pop), Youth Fan Culture, And Art Education Curriculum.

Kim, Y., Lee, J., & Lee., M. (2018). Purchasing behavior of K-pop idol goods consumers in Korea.

Labrador, S. (2019). Impact of K-Pop music on the academic performance of senior high school students.

Lee, J. (2008). A Study on the KBS TV Drama Winter Sonata and its impact on Korea's Hallyu tourism development.

Lee, S. J. (2011). The Korean Wave: The Seoul of Asia. The Elon Journal of Undergraduate Research in Communications 2(1).

Levkowitz et al. (2015). Consuming the Other: Israeli Hallyu Case Study.

Maguire, M. (2002). Globalisation, education policy and the teacher. International Studies in Sociology of Education 12(3). doi: 10.1080/09620210200200093

Matos, C. (2012). Globalization and the mass media. In: Encyclopedia of Globalization. Oxford: Wiley-Blackwell. doi: 10.1002/9780470670590.wbeog369

Nazon, D. (2017). Soft power of the Hallyu Wave.

Reich, S. (1998). What is globalization? Four possible answers.

Shahzad, A. (2006). What is globalization – historical background. Jadavpur Journal of International Relations 10(1). Doi: 10.1177/0973598406110013

Straubhaar, J. (1991). Beyond Media Imperialism: Assymetrical Interdependence and Cultural Proximity. Critical Studies in Media Communication 8(1): 39-59. Doi: 10.1080/15295039109366779

Wongsunopparat, S. (2022). Factors Influencing Online Shopping Behavior Focusing on LAZADA, SHOPPEE and JD.

Yang, J. (2012). The Korean Wave (Hallyu) in East Asia: A comparison of Chinese, Japanese, and Taiwanese audiences who watch Korean TV dramas.

Zhao, Z. (2021). Exploring the relationships between k-pop fans’ identities and media consumption in Web 2.0 era.

Article Metrics

Abstract has been read : 4107 times
PDF file viewed/downloaded: 0 times



  • There are currently no refbacks.

Copyright (c) 2023 Social Sciences, Humanities and Education Journal (SHE Journal)

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

SHE Journal managed and published by Universitas PGRI Madiun (UNIPMA), Indonesia

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.


View My Stats