Exploring Hallyu Content as South Korea's Soft Power

Its Influence on the Attitudes of Students of a State University in Cavite, Philippines

Abstract

The Hallyu highlighted the global rise of Korean culture, particularly K-pop and K-dramas, and served as a crucial soft power for South Korea. Hallyu boosted South Korea's international influence via culture, without coercion. Hallyu significantly influenced CEMDS students' socio-cultural attitudes and lifestyles, enhancing South Korea's soft power and economic image. This study sought to answer the central question: How does the Korean Wave (Hallyu), as a form of South Korea’s soft power, influence the attitudes of undergraduate CEMDS students at Cavite State University - Don Severino Delas Alas Campus toward South Korea. Adopting a descriptive-qualitative research design, this study examined how students at Cavite State University engage with Hallyu content and how these experiences influenced their appreciation of South Korean culture and global image. A total of 64 participants were chosen through maximum variation sampling, and data were gathered via self-constructed interview questionnaires and analyzed using thematic analysis. The research indicated that CEMDS students favored K-pop and K-dramas due to engaging narratives, which served as coping mechanisms. These preferences fostered new attitudes, including nonverbal respect and fashion changes that reflected Korean aesthetics, enhancing self-esteem. It also encouraged cultural integration, with students adopting Korean language and values like tenacity and discipline. Participants appreciated the relevance of this content, noting life lessons and the portrayal of Korean artists. Many recognized Hallyu as a significant soft power that positively influenced South Korea's economy through tourism. The study concluded that Hallyu served as an effective soft power tool, reshaping students' socio-cultural identities and daily habits through engagement with K-pop and K-dramas. It promoted the adoption of Korean social ethics, aesthetic standards, and linguistic expressions. Additionally, Hallyu enhanced South Korea's global image and economic growth while fostering critical awareness among consumers. Ultimately, it strengthened South Korea’s international influence by merging Filipino and Korean identities.