Korean Culture Research Articles

When K-drama fiction becomes reality: the French perspective

ABSTRACT In recent years, the popularity of Korean dramas has been increasing, influencing viewers’ perceptions of Korea. They have become a key influence on travellers, shaping their expectations and deepening their understanding of Korean culture which impacts their tourist experience. While watching K-drama, tourists become familiar with the destination and the similarities they find reduce the barriers between fiction and reality. This qualitative study investigates the role of K-drama exposure in shaping tourists’ familiarity with Korea as a tourist destination and its impact on their overall travel experience. Through in-depth interviews with French participants who have travelled to Korea after regularly watching K-dramas, this research explores how destination familiarity acquired through media consumption impacts the tourist experience. The findings indicate that K-dramas constitute an entertaining e-learning platform offering viewers knowledge about Korean landscapes, culture, and lifestyle. Participants describe how exposure to this Korean content creates a sense of familiarity with the destination and how this pre-existing familiarity contributes to a more immersive and meaningful travel experience. Despite the limits of not being as generalisable as a quantitative study, this qualitative study provides a better understanding of how K-dramas as e-learning support will influence tourists’ experiences of the destination.

The Transnational Flow of Korean Pop Culture: A Case Study of Audience Reception in Romania

This paper investigates the transnational flow of Korean pop culture in Romania, focusing on the reception and influence of K-pop, K-dramas, and Korean films among Romanian audiences. It examines how these cultural products are interpreted, adapted, and integrated into the local cultural landscape, highlighting the dynamic interplay between global trends and local contexts. Utilizing a mixed-methods approach, the study analyzes secondary sources and primary data gathered from a structured questionnaire distributed to fans. The findings reveal a significant increase in interest in Korean pop culture over the past decade, driven by high production values, engaging storytelling, and active fan communities. Additionally, the research identifies factors such as the role of social media, streaming platforms, and localized fan activities that contribute to the phenomenon’s popularity. Through the lens of cultural exchange theories, the study underscores the complexity of audience reception and the transformative nature of cultural products as they cross borders. Ultimately, this research contributes to a deeper understanding of transnational cultural flows and the impact of Korean pop culture on the evolving cultural dynamics in Romania.

The Evolution of K-POP Girl Group from the Perspective of Feminist Development

For more than 20 years, Korea’s pop music industry has developed rapidly, forming a music industry that can represent Korean culture: K-POP. In recent years, K-POP cultural works that contain feminist concepts have attracted more and more attention and discussion. This phenomenon is not only a trend but also a cultural symbol of the times. From the perspective of feminism, this paper analyzes the evolution of the style of K-POP girl groups and discusses the current situation of K-POP girl group feminism, as well as the existing conflicts and contradictions. According to the analysis in this article, K-POP provides a platform for feminist expression, but it also faces challenges. The style of the K-POP women’s group has changed many times, and the concept has also changed towards freedom and liberation. This reflects the influence of feminism on the development of K-pop girl groups. But at the same time, there are problems with this change based on the influence of commercialization and other factors. The first problem is the contradiction between their works and feminism, which makes their works appear empty. The second is the contradiction between the image of the idol and the connotation of the work. Therefore, the promotion role of K-POP girl groups in feminist awakening needs to be further developed.

Analysis of the Korean Cultural Education Needs of Vietnamese Students in Korean University

Analysis of the Korean Cultural Education Needs of Vietnamese Students in Korean University

MUQOBILSIZ LEKSIKA: IBORALAR TARJIMASINING AYRIM MUAMMOLARI (A.QAHHOR HIKOYALARINING KOREYS TILIGA TARJIMASI MISOLIDA)

This article examines the problems that arise when translating idiomatic units from Uzbek into Korean and how to solve them. In the translation process, it is important to correctly express the meaning of the idioms and take into account emotional and cultural changes in the translation. It analyzes how idioms change in translation and how they are adapted for Korean culture in the translations of stories written by A. Qahhor.

Pengaruh Brand Ambassador Baekhyun Exo Melalui Instagram Terhadap Brand Image Allobank

The development of digital industry in Indonesia continues to experience a significant increase, especially in the banking world. The presence of various new digital banks will cause intense competition in capturing market potential. In this condition, it makes one of the digital bank companies AlloBank compete to build a strong brand image by using brand ambassadors to attract the attention of its customers through AlloBank's official Instagram account. The presence of South Korean culture in various circles of Indonesian society made the AlloBank company choose Baekhyun EXO, who is a Korean idol, as its brand ambassador. The existence of this phenomenon, this study aims to see whether there is an influence of Baekhyun EXO's brand ambassador which is studied using VisCAP theory on AlloBank's brand image. This research uses quantitative methods by distributing questioners to 100 respondents who are followers of AlloBank's official Instagram account. The data analysis technique in this study uses the Simple Linear Regression test which is carried out using Jamovi. The research results show that brand ambassador Baekhyun EXO has a significance value of <0.001 (<0.05) and a positive influence on AlloBank's brand image of 22%, while 78% is influenced by factors other than the brand ambassador

Islamic Communication: One Persuasive Step to Spread Da’wah Among Korean Lovers (Critical Discourse Analysis of Fuadh Naim's Youtube)

Making people closer to Islam is one of da'wah's primary goals. So, it takes creativity to package da'wah messages so that they can be accepted by the object of da'wah, which is increasingly diverse today. One of the interesting da'wah objects studied is Korean Lovers, a community of Korean culture lovers. A negative stigma has been pinned on Korean Lovers, that they are a community far from Islam and live with hedonistic nuances. Meanwhile, with the right da'wah approach, Korean Lovers can be touched and become part of Islamic da'wah. This study aims to analyze how da'wah content includes or removes actors from a central discourse. Furthermore, the analysis results are linked to the concept of Islamic communication. This is where the novelty lies. This research makes the Never Drowned video on Fuadh Naim's YouTube channel the main discourse (object of research). Fuadh Naim's YouTube channel discusses Korean culture and gets positive appreciation. The PernahTenggelam video can reference the style of delivering da'wah messages among Korean Lovers. To elaborate on the #PernahTenggelam video, the most appropriate method used is qualitative analysis with Theo van Leuween's critical discourse analysis model. The results showed that 18 data were analyzed. Of the 18 data, 3 showed an exclusion strategy, and 15 showed an inclusion strategy. After being analyzed, the results show that content creators do not intend to discredit Korean Lovers. Instead, the exclusion and inclusion made the delivery more elegant and persuasive. The strategy is connected with Islamic communication, including qaulan sadida, qaulan ma'rufa, qaulan baligha, qaulan maysura, and qaulan layyina.

Gendered Dynamics: Coercive Parenting and Academic Vigor in South Korean Culture

South Korea’s competitive educational landscape, often characterized as a coercive culture with strong academic pressure, challenges the idea of self-determination theory (SDT) that coercion diminishes motivation. In the current study, we explored this assumption by analyzing data from 2,590 South Korean adolescents across a 4-year period. Specifically, we utilized data from the first to fourth waves of the Korea Children and Youth Panel Survey 2018, beginning with students in 7th grade. Random intercept cross-lagged panel model (RI-CLPM) analyses indicated that the interaction between coercive parenting and academic vigor differed depending on gender. Furthermore, the results suggest that the application of SDT may not be generalized in Korean culture and may instead be influenced by unique cultural nuances, such as those that were present for the South Korean sample explored in this study. The study also explored potential implications for advocacy, education, and professional practice, and identified directions for future research.

THE FEATURES OF THE PROCESS OF DEVELOPING CULTURAL POLICY AND ITS DIGITAL TRANSFORMATION IN SOUTH KOREA

This article discusses the closed door policy of korean culture and its transition to an open door policy, as well as the impact of various reforms on culture. Highlighted the role of the state in the emergence and expansion of cultural policy. In the course of the work, a comparative historical method of analyzing cultural policy was used. It was found that the neoliberal approach of the government led to the creation of a cultural policy that has a powerful impact on the economy. The main purpose of the article is to substantiate the peculiarities of the development of cultural policy on the example of South Korea. The research methods in the work were the study of literature in the field under study and the analysis of materials on cultural policy, as well as the development of cultural and creative industries in South Korea. This article substantiates the role of the government in cultural policy, and the role of cultural policy for the state as an economic factor. Discussed the internal logic of the development of cultural policy and the South Korean way of development after Japanese colonialism. The article asserts the importance of state intervention in cultural policy, which has created an effective guarantee system. Despite significant works on the cultural policy of South Korea, there are few works in a comparative historical approach in Kazakhstan. Therefore, the theoretical and practical significance of the article is that the work can be useful for representatives of the scientific community who are interested in the cultural policy of South Korea.

Why Cosmetic Surgery is Prevalent in Korea: A Perspective Grounded in Basic Values.

The aim of this review is to explore the reasons behind the prevalence of cosmetic surgery in Korea from the viewpoint of "basic values." In societies characterized by high levels of prejudice, the hierarchy of values from highest to lowest is as follows: (1) political, (2) economic, (3) religious, (4) social, (5) theoretical, and (6) aesthetic. Conversely, in societies with low levels of prejudice, the ranking of values from highest to lowest is: (1) aesthetic, (2) social, (3) religious, (4) theoretical, (5) economic, and (6) political. In mature societies, higher levels of stability, cultural development, emphasis on quality of life, and greater tolerance and openness drive the appreciation of aesthetic values. As Korea's economy has developed and basic needs have been met, there has been an increasing emphasis on aesthetic values, including beauty standards and self-presentation. This trend is evident in the flourishing Korean beauty industries (K-beauty). There is a growing societal focus on physical appearance, fashion, and plastic surgery, which has become normalized in certain aspects of Korean culture. Rapid modernization, shifting social norms, competitive pressures, and evolving interpretations of traditional values have normalized and even popularized cosmetic surgery in Korean society. The combination of cultural expectations, advanced medical care, and social factors has positioned South Korea as a world leader in cosmetic surgery, despite its relatively small population. To keep pace with the rapidly evolving aesthetic values of Korean society, plastic surgeons must align with contemporary beauty standards, thoroughly understand surgical anatomy, and strive to minimize patient dissatisfaction.

The Lure of Cultural Authenticity: Netflix and Speculative Koreanness in the Global Media Market

Despite Netflix’s status as a dominant global streaming service, it is irrefutable that the platform has facilitated the circulation of media content from different national markets to its subscribers around the world. This increased circulation has been accompanied by the platforms’ exploration of local cultures for global audiences. Specifically, Netflix has sought to represent and repackage local cultures in allegedly “authentic” ways. Drawing on a critical analysis of Netflix’s industry discourses, interviews with Korean content creators, and a textual analysis of the original Korean series Squid Game (2021–present), the article explores how Netflix formulates and disseminates its lore of cultural authenticity as a distinct brand to enhance its international presence. We argue that Netflix’s branding of original Korean series as culturally authentic, further grounded in a particular mode of portraying Korean culture for imagined global (non-Korean) audiences, involves representational practices of what we refer to as speculative Koreanness.

Language learners or hallyu fans? Identity and Korean language learning in the digital wilds

ABSTRACT This article examines the language learning experiences of fans of Korean media (i.e., hallyu fans). The data include interviews with four women who are informal learners of Korean, supplemented by a questionnaire (N = 99) conducted with learners of Korean on a popular online language tutoring platform. The results underscore the pivotal role that hallyu plays in initially motivating individuals to become interesting in learning about Korean language and culture. I draw on the person-in-context relational view of language learning to explore how multiple aspects of the four fan learners’ identities contour their continued engagement with Korean language and culture. Specifically, I focus on how the dynamic interplay among learners’ fanship, personal biographies, and racial identities shape their language learning trajectories. I conclude by calling for more research into the experiences and motivations of fan learners—a population that is growing quickly yet which is often overlooked in research on language learners.

Brand Avoidance in Local Businesses: The Interplay between Symbolic Incongruence and Negative Emotions

This paper discusses a research gap that is related to the influence of symbolic incongruence on brand avoidance in cases of businesses that associate with Korean Flower Men. Previously, research has studied the influence of “dislike emotion” to brand avoidance, yet a limited effort has been dedicated to exploring the phenomenon in the context of symbolic incongruence. This is particularly true with regards to the impact of Korean culture on local businesses. This research aims to deliver decision making insights for businesses that wish to leverage the influence of Korean culture within their marketing tactics by applying the Social Identity Theory, Cognitive Dissonance Theory, and Psychological Reactance Theory. Online surveys were used to gather 226 valid responses which were analysed using the PLS – SEM statistical tool to study the relationships between brand – specific symbolic incongruence and negative emotions. The results show that all negative emotion dimensions, excluding anger, significantly mediated the relationship between symbolic incongruence and brand avoidance with a mediation value of 0.620. The limitations of this study is due to the constraints of non – probability sampling methods. Future research would benefit from studying this phenomenon cross – culturally. Furthermore, this research contributes to the current literature by studying brand avoidance in the more modern context of the Korean Wave. Practically, this study shows that it is crucial for local businesses to ensure that their target market is symbolically aligned with Korean Flower Men traits, prior to any advances towards collaborations with Korean male artists.

The Arm’s Length Principle in Korean Cultural and Arts Policy: Navigating Discursive Consistency and Structural Inconsistency

The Arm’s Length Principle in Korean Cultural and Arts Policy: Navigating Discursive Consistency and Structural Inconsistency

The symbolism of red and blue colors as a reflection of the national mentality of Koreans (based on the material of Korean proverbs)

This article discusses two chromatic colors – red and blue, which are included in the system of basic colors according to the ancient Chinese theory of Yin – Yang and the five elements. The subject of our research is the above two colors in Korean traditional culture. The linguistic and cultural analysis of color meanings in Korean proverbs makes it possible to determine the universal and specific features of the linguistic picture of the world, representing the historical, cultural, and social experience of one people accumulated as a result of its development. The research centers on Proverbs, idioms with colors 붉다 [bulkta] / 홍 [hong] (紅) (red), 푸르다[p ureuda] / 청 (靑) [cheong] (blue). In this article, we use the names of colors of Korean / Chinese origin, since there are different spellings of color meanings in proverbs. By studying color as an important category of cognition of the world, one can see how it affects people's social, religious, moral, emotional and interpersonal relationships. The work uses a descriptive method necessary for the classification and generalization of linguistic material, linguistic and cultural analysis to interpret the information obtained, revealing the mentality, traditions and customs of the people. The scientific novelty of the work lies in the systematic description and definition of the symbolism and meaning of color in culturally significant texts in the Korean language. The analysis of the color values "red" and "blue" in the Korean tradition, namely in the paremias, made it possible to identify their harmonious combination as one whole organism corresponding to the Yin –Yang system, as well as to highlight their contrasting position. This study reveals the peculiarities of the national linguistic picture in terms of reflecting the Korean people's ideas about color as a universal category, but having its own specifics. The results of this study will help to form a stable understanding of the mental beliefs that influence the scenario and mechanism of thinking, and as a result, the national culture, which determines the originality of the mental and linguistic organization of national consciousness.

From the Land of Morning Calm to Dynamic Korea

Contemporary Korean society is often described as dynamic, a view shared by both Koreans and foreigners. This perception contrasts sharply with Korea’s historical image as backward and stagnant. To understand this shift, we must explore whether Korean culture and society have fundamentally changed or if we had a misconception of Korean culture. Some attribute Korean dynamism to the “bbali-bbali” (hurry-up) spirit, a cultural trait. Others point to Korea’s rapid economic transformation over the past seven decades, which fostered a strong work ethic and a can-do spirit. However, these explanations raise further questions: Why are Koreans so driven by the “bbali-bbali” mentality? What underpins their work ethic and dedication to economic growth? This paper aims to provide a social scientist’s perspective on Korean cultural dynamism, focusing on the Korean character, social structure, and social mobility. First, it examines the social character of Koreans, defined by core traits developed through shared experiences and lifestyles. Second, it traces the emergence and evolution of Korean social character from ancient times through significant historical periods, such as the Hwarang in late Silla, Chondo-gyo in late Joseon, and the March First Movement of 1919. These periods highlight the continuity and adaptability of Korean cultural traits, such as egalitarianism, collective spirit and enjoyment, often overlooked in interpretations focused solely on Confucianism or characteristics of the declining late Joseon society. In the last 70 years, the egalitarian and humanistic Korean character manifested itself and shaped in the process of building a new republic, encouraging education, overcoming hardships due to the Korean War, the democratic struggle and the pursuit of rapid economic development. By adopting a historical and evolutionary perspective, we can better understand the link between ancient Korea, late Joseon, and contemporary Korea, integrating contrasting views of Korean culture as both stagnant and dynamic. The paper concludes with conjectures on how current changes might impact Korean dynamism and with a discussion of the theoretical relevance of our perspective.

한국과 미국 유아교육 문화 충돌과 발견: 유아 교사의 자문화기술적 성찰

This study explores the reflections of a Korean early childhood teacher, who majored in early childhood education and worked as a kindergarten teacher in South Korea, on moments of cultural divergence encountered during her time studying abroad in the U.S. as a foreigner engaging in various experiences related to young children. As an individual deeply rooted in Korean culture and experienced in early childhood education, the encounter with cultural differences led to moments of examining internalized and habitual assumptions. This process fostered critical questioning, skepticism, and reflection on previously unquestioned norms. Through this journey, the experience prompted a questioning of whether the kind and nurturing behavior expected of teachers in Korean society might sometimes be short-sighted. It also led to the discovery of the importance of providing space for emotional processing and a deeper appreciation of the value of direct interactions with infants. Additionally, it became evident that acts of kindness without prior understanding can lead to discomfort for others, emphasizing the necessity of thoroughly understanding the other person's culture. This experiences and reflections can offer insights into the goals of vertical integration in early childhood education in Korea (such as the unification of care and education, or the continuity of education initiative), as well as the importance of horizontal integration, including multicultural understanding and cultural sensitivity, which are essential for the future of early childhood education in Korea.

A Comparative Study on the Sea-heroes Narrative Structure between Game 'Dave the Diver' and 'Tale of Geotaji'

The purpose of this study is to examine the cultural originality of folktales and the media specificity of game narratives by comparing and analyzing the narrative structures of digital games and Korean folktales. To this end, this study focused on the fact that both the game <Dave the Diver> and <Tale of Geotaji> feature sea-heroes narratives that follow the structure of a hero’s journey based in the sea. First, this study analyzes the universality inherent in games and folktales through the structure of return between the sea and land and the occupational characteristics of the main character. In Korean storytelling culture, the sea is assumed to be a space interrelated with the land, and sea heroes also perform by utilizing acquired skills. And this study analyzes how archetypal folktales are transformed to fit the game medium. The sea-heroes narrative appears as a structure of juxtaposition in which quest games are repeatedly performed through the participation of players and quest narratives are continuously accumulated. In addition, the main character establishes a dual identity by coexisting with his everyday appearance on land and extraordinary appearance under the sea.

A case study on Design education applying Contextual similarity between the Convergence temperament of Korean culture and Janusian thinking

A case study on Design education applying Contextual similarity between the Convergence temperament of Korean culture and Janusian thinking

Designing Korean CLIL Classes on the Topic of Korean Culture: Focusing on University Liberal Arts Classes

Designing Korean CLIL Classes on the Topic of Korean Culture: Focusing on University Liberal Arts Classes