Hallyu and the Social Behavior of Filipino Young Adults

Debra Jane Bariquit; Inero Ancho; Ria Sanchez; Helga Vergara; Daisy Pelegrina; Phrygian Almeda; Abriel Bulasag

doi:10.52751/cmujs.2025.v29.i2.6y6jbq48

Authors

Debra Jane Bariquit Author
Inero Ancho University of the Philippines Los Banos Author
Ria Sanchez Author
Helga Vergara Author
Daisy Pelegrina Author
Phrygian Almeda Department of Human and Family Development Studies, College of HumanEcology, University of the Philippines Los Baños Author
Abriel Bulasag UP Rural High School, University of the Philippines, Los Baños Author

DOI:

https://doi.org/10.52751/cmujs.2025.v29.i2.6y6jbq48

Keywords:

Hallyu (Korean Wave), K-pop and K-drama Consumption, Social Behavior, Young Adult

Abstract

The Hallyu phenomenon, or Korean Wave, has significantly shaped cultural consumption and social behavior worldwide, particularly among young adults. While numerous studies have examined its economic and entertainment impact, limited research explores how Hallyu influences social interactions and identity formation among Filipino young adults. This study investigates the motivations behind Hallyu consumption, the ways it shapes social behavior, and its potential long-term implications. Using a qualitative phenomenological approach, data was collected through semi-structured interviews with young adults aged 18–25 from a state university in Los Baños, Laguna. The study examines the role of K-dramas, K-pop, and K-products (fashion, beauty, food) in shaping identity, communication styles, and interpersonal relationships. Findings highlight how media exposure fosters new social norms, transcends entertainment to become deeply embedded in personal and collective identity formation, and shared cultural experiences among Filipino youth. This also highlights the future directions of Filipino young adults in their consumption of Hallyu content. This study contributes to understanding transnational cultural exchanges and the evolving social behaviors of young adults in the digital age.

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References

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