THE EFFECTS OF KOREAN FASHION TO THE FILIPINO YOUTH

INTRODUCTION
Background of the Study
In the advent of the Korean craze in the Philippines, the Filipino youth was affected in a
great extent. The rising popularity of Korean Culture throughout the world is called Korean
Wave. The Korean popular culture which spread mainly through the mass media is now
enjoying high popularity outside Korea and this is how the Korean Wave occurs (Yu,2008). The
phenomenal Korean sensation is describe from another term called Hallyu, this is a Korean
pronunciation of Korean Wave which is defined by Korean Tourism Organization (2004) as the
recent cultural phenomenon of South Korean pop culture sweeping throughout the world (Kim &
Ryoo, 2007).  Korean Wave (Hallyu) mainly consists of television dramas, film, pop music,
movie stars animation and comics including mobile content like cell phones and iPods, video or
computer games, as well as the latest fashion, food, home appliances and cosmetics,
assertively expanding to things like dance, sculpture, painting, cuisine, plastic surgery, tourism
and language (http://jakartapost.com/). This paper will not focus on the Korean Wave effect in
Filipino Youth's preference in music, television dramas but will only be limited in their taste of
fashion.

The new generation today is different and they are easily captured to the things around
them. The youth are exposed to the different kinds and genres of music, television dramas and
also in their taste of fashion. Now and then, the taste of music, movies and fashion has been
changed, improved and made more exciting in the eyes of the Filipino youth. From schools,
malls, stores, jeepneys and even to recreational places such as parks and also to tourist places,
the effects of Korean Wave in the Filipino especially to the Filipino Youth are widespread. You
can notice that students are listening and singing songs in different language, that is, the
Korean language even though they don’t know the meaning of it. They talk about their favorite
Korean dramas then admire the actors and actresses in the movie and sometimes impersonate
their looks which greatly affected the fashion statement of the Filipino youth.

Korean fashion is a big hit to Filipinos, especially to the youth, they tried to copy Korean
star by wearing hip and chic Korean fashion trend.  Although some clothes are not suitable to
our country’s warm climate they still wear it and matched it up with different accessories from
head to toe, that is, from large colorful sunglasses to huge edgy shoes. K-pop popularized high-
heel shoes, sleeveless tops and fashionable accessories, short shorts, and boots. Few years
ago Filipinos bought their Korean outfits and accessories online but today some department
store, boutique, fancy store,  and clothing shops have Korean inspired clothing designs ranging
from basic casual items to stylish items for trend-conscious consumers.
     
To add some background, there will be surveys containing gathered information to
distinguish the respondents (male and female students of the Marcos National High School –
Agunit Campus) view toward Korean Wave as well as their outlook as a Filipino. This would
serve as support to the current research study.

Objectives of the Study

1. To determine the Filipino Youth's preference for Korean Wave particularly in the latest
fashion trends;
2. To know how Korean Wave affects the taste of Filipino Youth with regards to their
culture;
3. Aims to understand the bad effects of South Korean culture to the youths through its
cultural exports in the Philippines;

Significance of the Study

  This study will be helpful to analyze the occurrence of Korean Wave throughout the
world and its implications for cultural influence on neighboring countries like the Philippines. In
addition, this study examine how national identity impacts framing processes related to media
coverage and public response (Lee,2011). This study will provide brief description on the
various significance of the study about the infectious spread of Korean popular culture
throughout the world given three categories: dramatic television series, music and  the choice of
fashion.

Scope and Delimitations

  This study will only be limited to the Korean wave effects to the fashion preferences of
the Filipino youth. It will not focus the effects on the Philippine music and television series but
may be discuss in one way or another. The respondents will be students of a national high
school which deemed a representative of the Filipino youth nowadays.

METHODOLOGY
Research Design

This study made use of the descriptive research method because this involves the
description, recording, analysis and interpretation of conditions that now exist. It is the aim of
this research to determine how the Korean fashion affects the Filipino youth nowadays. To be
able to do so, a descriptive research was used in analyzing the information gathered by using
appropriate statistical procedures in order to arrive at a meaningful information.

Population of the Study

In this study, it cover high school students as its respondents. Fifty (50) students of
Marcos National High School – Agunit Campus were selected to answer the questionnaire.
Herein, the respondents were given 20 minutes to complete the questionnaire upon request.
After collecting the questionnaires, the responses were tallied, computed, analyzed, and
recorded.

Data Gathering Tools

Two gathering tools were used which will yield two data that will also be used: the
primary and the secondary data. The primary data were derived from the answers respondents
gave in the first data gathering tool – a formulated questionnaire. The secondary data on the
other hand, were derived from the findings stated in the second data gathering tool, published
documents and literatures related to the research problem. The survey questionnaire was used
as the primary data gathering instrument for this study.

PRESENTATION, DISCUSSION AND ANALYSIS

Table 1
Status and Addiction of the Respondents
Gender/Korean Low High Total
Addiction

Male 14 4 18

Female 9 23 32

Total 23 27 50

Based on the table above, there are more female respondents than male respondents.
For male respondents, they have low addiction to Korean fashion. Only 4 male respondents
have high Korean addiction. Female students have high addiction to Korean fashion. Twenty-
three out of 32 female respondents answered they have high addiction to Korean fashion. It is to
be noted that more females are more captivated to Korean fashion than males.
 Table 2
Responses of the Respondents
Effects of Korean Fashion Mean

1. I wear Korean clothes in school every day. 4.13

2. I am more comfortable when I’m wearing Korean clothes. 3.56

3. It is more acceptable to wear Korean clothes because it is the trend 3.15

(sunod sa uso).

4. I am ashamed of being a Filipino so I resorted to dress and look 1.00

like a Korean.

5. I love Korean television series so my fashion statement changed to 4.34

Korean style.

6. I am fond of listening to Korean music which resulted to my 4.12

addiction to Korean clothes.

7. I go shiver when I see cute Korean actors and actresses. 3.40

8. I don’t like to wear Korean fashion because it will make me look 2.30
crazy and stupid.

9. I love to dress like a Korean, live like a Korean, and sound like a 1.40
Korean.

10. I respect the Korean fashion trend but the Filipino culture and the 5.00
Filipino way I dress still runs in me.

Based on the table above, the last statement resulted in a perfect 5.00 mean. On the
other hand, statement no. 4, “I am ashamed of being a Filipino so I resorted to dress and look
like a Korean” got the lowest mean of 1.00.

SUMMARY AND CONCLUSIONS

 For the recent years the Philippine entertainment scene has been dominated by Korean
cultural products such as television dramas, pop songs, and even the style of fashion of Korea.
When the Philippine Television started adapting Koreanovelas, there’s no doubt that it gained
immense popularity among Filipinos. The Koreanovelas caught the attention of Filipinos
because it bring something fresh and new in the Philippine TV. In response to the Filipinos
growing addiction towards K-Pop, Philippine Music Industry  also make their own K-Pop group
version. Like “Pop Girls” who followed who followed the concept of K-Pop girl group and “XLR8”
A K-Pop male group version in our country. This make a variety of reaction from the Filipino
audiences, especially Filipino K- Pop fans. Some have negative reaction about another “copy”,
while some felt glad about the brave move of the Philippine music industry.

The Filipinos fans not only developed an interest in the Koreanovelas or K-Pop
music but also the likeness towards the Korean fashion. This Korean fashion trend exploded
among the students who love to be hip and chic and “In” with the new. Even sometimes they
may look weird, as long as they tried to imitate the Korean hair,clothing style and shoes.

Because of the attitude of the Filipinos that is easily to be influenced of foreign

marketing, the Korean Culture products poses a negative effect on the Philippine entertainment
industry since it is a threat to the local entertainment since and to the Filipino identity in its own
cultural products. Perhaps the Philippines can learn from Korea in this sense. There is nothing
wrong if we like things or culture from foreign country but we don’t have to forget that we are still
Filipinos and we have to support the products (Music, Fashion, Shows) of our own country. 

References

Daquioag, S.H. Assessing the Korean taste and preferences in the Philippine market. Saint
Louis University, Baguio City. Undergraduate term paper.

Kim, J. & Ryu, H. Phenomenology of Korean Pop Culture Fandom in the Philippines. Retrieved

from qualire2012a52.wordpress.com/phenomenology-of-korean-pop-culture

Meinardus, R. The Korean Wave in the Philippines. The Liberal Opinion. December 15, 2005.
Retrieved from www.fnf.org.ph/liberalopinion/korean-wave-in-the-philippines.htm

Yu, F. Conquering the Universe through Korean Hallyu. Korean Herald Newspaper. 2002

Internet sources:

foryouinfullblossom.wordpress.com/korean_wave/
www.philstar.com/supreme/2012/09/29/853923/k-pop-here-stay

www.rappler.com/entertainment/12681-hallyu-growing-in-ph

hallyuandthephilippines.tumblr.com/

www.bworldonline.com/weekender/content.php?id=58793

www.philstar.com/letters.../exploring-possibility-philippine-korean-wave