1. Introduction: Recent research indicates that over the past decade, the culture of Korean has spread throught adolescence worldwide (Kim Bok-rae 2015). This popular culture is not for Koreans only anymore. It is preferred in other countries with the phrase “Hallyu” (Korean flow). This expression was first used to talk about songs, dramas and movies which are gained popularity in China, and now it is easy to realize the existence of them all over Asia such as Taiwan, Vietnam, Hongkong and Japan (Kim Bok-rae 2015).
An example would be Korean Pop. K-pop short for Korean popular music, has recently seen a popularity boom across the word. Now, it is a strong marketing tool in promoting the country abroad. Even many young people in different countries enjoy K-pop. Many businessmen talk about Korean pop music industry means a new start because K-pop fever is now leading Korean wave in different fields of Korean culture.
The hallyu or Korean wave portrays an unprecedented frame of Korean popular culture by the Korean media alongside the line with commercial nationalism. As a result, the Korean wave is manifested as a regional cultural trend signifying a triumph of Korean culture (Hyejung, 2007, p. 3). Different Korean entertainment productions such as movies, television shows and k-pop are enjoyed globally. A report by the Korean Culture and Information Service (KOCIS, 2011a) about Korean dramas explains how this global phenomenon has become widespread around the world. In the Philippines the k-drama Boys over flower was a big hit, and their two biggest broadcasting networks both regularly air Korean dramas which are dubbed into Filipino.
Winter Sonata was an excellent hallmark not only contributes to the flourishing in K-Pop industries, however, it helps to increase the gross domestic products (GDP) of South Korea. Winter Sonata excellently presented the diversity of attractiveness atmosphere in Nami Island (Naminara Republica), foods and culture through the drama and become one of the most visit country in Asia. This is the starting point where the K-Pop recognized as an epidemic in mass media. This epidemic called as Hallyu (Korean Wave). The Associated Press (March 2001) reported that pop culture in Asia was once dominated by Tokyo and Hollywood has changed and diverted to Hallyu.
In China, the most popular subgenres are dating, talent, game show and lifestyles in term of the performers are usually celebrities. It is an interesting phenomenon that many of them are remakes of Korean variety shows and have received technical support from Korea entertainment team such as “Where are we going, dad?”, “We are in love!”, “Keep Running”. In spite of this, they all eventually went successfully and captured high viewing audiences. With the increase in the number of viewers, especially the teenagers, the content of reality shows can easily affect the emotions, lifestyle, and even the consumption patterns of audiences. Due to its greater influence, the social responsibilities of television media are being more significant.
The creative contents and unique concepts being developed along with the careful selection of casts would increase the appeal and popularity of the show in domestic market. The competitive advantage possessed by the broadcasting companies plays an important role in the dissemination of the show and the provision of resources that would influence the production of the variety show. Besides gaining popularity as product of the domestic entertainment industry, variety show also serves as a medium for promotion where individuals from other sectors of the entertainment industry could participate in the variety show whilst marketing themselves according to their sectors whether it is drama, music, movie or comedy. Meanwhile, globalization and digitalization become the driving forces for Korean variety shows’ rising popularity in the global market. The incorporation of global concepts, international casts and overseas filming locations into the variety shows illustrates the ambition of Korean variety shows to achieve reversed cultural flow and propel the shows’ sphere of influence in international entertainment
Even in Western countries, where pop culture is a thriving business, many also turn to hallyu products as another choice in a repertoire of cultural products. Of course, the language barrier is not a problem for hallyu, as Korean pop music (Kpop) can be heard in establishments in countries where it is more popular. The Philippines is one of the countries with a large following of hallyu. It has remained popular here since the importation of Korean drama until the influx of Koreans in major cities; many factors explain this, such as cultural proximity, regionalism, historic similarities, and others. But perhaps the most important factor dictating the popularity of hallyu in the Philippines is the country's economic and political openness to anything foreign.
And there are also foreign participants that study in Korea. This was showing that Korea has a good education system, and has become international. I had an opportunity to talk with these students. Most of them win the scholarship to study in Korea. This is also the motivated me to want to study in Korea even more.
Even if the people that lives in another country are highly influenced by the Korean culture and they are adapting it too. Most of the people find Korean pop culture attractive because it exhibits a combination of singing and dancing plus they are really good looking. As said a while ago, this is an example of being mentally influenced. Maybe you have been already experienced bumping into someone that speaks languages that were used by other countries because another influential trait is the languages that we use or speak in our everyday lives. Some of the Filipinos use foreign language because they need it for business purposes.
However, the third wave of mass consumption starts in 1992. It began with the unprecedented phenomenon of xiahai because money-making became their highest ideal. A craze that led a quick growth of stock markets by investment also stimulated citizens’ desires to the pursuit of some better consumer goods such as high quality or luxurious products. Economically speaking, since the purchasing power and bargaining power of customer increased, sellers were necessarily required to resort to various techniques to promote sales. What is more, since China introduced “double leisure days” policy to the public in 1995, workers were able to spend a lot more time to visit shops to compare the prices and quality of the products they want to purchase.