Abstract
The influence of Korean entertainment, including Korean dramas, Korean music, and Korean fashion, is growing worldwide, including in mainland China and Macao. This study aims to explore the popularity of Korean dramas among college students at City University of Macau and the reasons behind them. The study was conducted using an online quantitative survey with 57 participants, and descriptive statistics were used for analysis. The results anticipate that the frequency of Korean drama consumption among college students at City University of Macau is relatively low, but there is also a small group of students who are highly enthusiastic about watching Korean dramas. To understand the reasons for this, interviews were conducted with Macao college students who watch Korean dramas and those who do not. The study identified four main anticipated factors influencing their decision to watch or not watch Korean dramas: cultural curiosity, drama attractiveness, cultural similarity, and personal preferences. These four main factors affect whether Macao college students watch or not watch Korean dramas, which also has far-reaching significance for further exploring Macao's foreign cultural industry and helping Macao promote cross-cultural exchanges.
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