“What’s Wrong with One More Episode?”: A Qualitative Study on Why Korean Dramas are a Hit in the Philippines

• Main Authors: Conda III, Carlos A., Cruz, Jada Eloise Y., Guzman, Giana Kassandra B., Serrano, Christianne Johanna E.
• Format: text
• Published: Animo Repository 2022
• Subjects: Korean dramas; Filipino lives; influence; cultural identity; fantastical view; Social and Behavioral Sciences
• Online Access: https://animorepository.dlsu.edu.ph/conf_shsrescon/2022/paper_mps/13; https://animorepository.dlsu.edu.ph/cgi/viewcontent.cgi?article=1007&context=conf_shsrescon
• Institution: De La Salle University

With the rising popularity of the Hallyu Wave, numerous Korean trends have been taking over the world, specifically Korean Dramas. This type of media has been the talk of the town, particularly in the Philippines. Ever since the Filipinos' first introduction to K-Dramas in the 1990s, the demand for it has only grown, especially during this pandemic. With its continual movement, it is important to investigate and understand how this phenomenon affects the Filipino people. This study aims to understand the ongoing popularity of Korean Dramas in the Philippines and how it affects and influences various aspects of Filipino lives. This study also intends to identify the components of Korean dramas that make them popular among Filipino audiences and the parallels that can be observed between Filipino and Korean lives based on the said dramas. To answer the research questions and achieve the research objectives, a phenomenological approach was taken to help describe this phenomenon. A total of 12, male and female, self-proclaimed Korean Drama fans ages 18-45 were interviewed via Zoom. To analyze the data, thematic analysis, with reflexivity in mind, was employed to look for recurring themes. Based on the previous literature and interviewees, the unique and non-repetitive plots, talented actors, and quality production have contributed to the popularity of K-Dramas. Furthermore, K-Dramas have influenced their viewers' food preferences, beauty standards, and interest in a foreign country. Lastly, Filipinos have developed a frustration towards their own country due to the better things they see in these K-Dramas.