University of Perpetual Help System Dalta - Las Piñas

INFLUENCE OF KOREAN DRAMA

INTO FASHION PREFERENCES

OF FILIPINO YOUTHS

Burdeos, Kathleen A.
Marquez, Alexandra Sofia D.
Saeed, Sahar C.
Saeed, Samher C.
Ticot, Railie Kate R.

A Research Proposal Presented to

Mrs. Carol Buena
University of Perpetual Help System -DALTA

In partial fulfillment of the requirements for

The Contemporary World

Las Piñas City

2019

BSOT1-A
 University of Perpetual Help System Dalta - Las Piñas

ACKNOWLEDGEMENT

The Researchers would like to acknowledge the following and thank them

wholeheartedly for their unending support during the process of creating this research proposal:

To Mrs., Carol Buena, their Contemporary World professor and other mentors who

taught them the principles that helped them with their study.

To their ever-loving parents who are always there to give them courage in pursuing with

their goals and to provide financial and emotional support all throughout.

To their classmates and friends who are always capable of giving them enough faith in

doing this research in times of failure.

And above all, to the One who gives them strength and wisdom, the One who guides them in

every step of the way, to the Almighty Father.

Thank you very much, and to God be all the Glory!

-Researchers
 University of Perpetual Help System Dalta - Las Piñas

CHAPTER I

INTRODUCTION

Problem and its background

Most of young Filipinos nowadays are addicted to the Korean culture due to

watching Korean drama also known as K-DRAMA. This phenomenon is called “Hallyu” or

Korean Wave which refers to the popularity of the Korean entertainment and culture

around the globe. The Korean wave in the Philippines started when “Bright girl” and

“Endless love” were aired in the Philippine local channels way back in the year 2003.

According to Igno & Ceindoza (2016), Korean dramas were subjected to Filipino remakes

due to its popularity in the country. Over a decade, the Korean wave has spread throughout

the Philippine media industry; Korean Dramas have been capturing hearts of audiences

ever since until now.

Despite the global success of Hallyu, Anti-Hallyus’ have been raised and formed

across the different parts of Asia, including China, Japan, and also some parts of the

Philippines. There are many possible explanations behind the Anti-Hallyu movements. One

of the possible reasons emerged of Anti- Hallyu movements is the issue about patriotism

and how the “Hallyu” or Korean wave affects the culture of teenagers in different Asian

countries. The Researchers conducted this study to know the influences of watching

Korean dramas in the fashion preference of Filipino youths because they were the most

easily influence by this phenomenon, Hallyu. Nowadays, we can easily see and watch
 University of Perpetual Help System Dalta - Las Piñas

Korean Dramas in Philippine Television daily and young Filipinos begin to follow these

trends. Philippines, having large population of youths ripple the effects of this trend grow

consistently. Young Filipino are more engaged and fonder of watching Korean Drama (K-

DRAMA) because it is said captures their attention and interest by the plot and its twist, the

characters played by good-looking actors and actresses, and even its soundtracks (OST).

The Korean dramas seemed to hypnotize its audiences, making addicted to it so as time

goes, the Filipinos began to absorb Korean Culture especially the youths.

Statement of the problem

This descriptive study determines the influences of Korean drama (K-DRAMA)

to the fashion preference of Filipino youths. At this stage, the main problem will

generally define as the large phenomenon or trend happening in the Philippines and

answer the following questions:

1. How does watching Korean Drama shape the young Filipino’s fashion

preference?

2. Do young Filipinos prefer Korean fashion than Filipino fashion?

3. Does watching Korean dramas positively affect the young Filipino’s

perspective towards fashion?

 University of Perpetual Help System Dalta - Las Piñas

Significance of the study

The findings that will be discussed in this study will benefit the following:

Researchers- this study will help the researchers and future researchers who will be

conducting the same topic to discover the effects of watching K-DRAMA in today’s

generation also known as generation z.

Filipino Youths- this study will help these youths to discover that their K-DRAMA

addiction in not a bad habit nor bad influence but may lead them into both positive and

negative effect regarding to their fashion sense.

Culture Analyst/ Sociologist- these professionals, not only the researchers who

conducted this study will benefit from this research because this may also serve as a

resource for ideas related to this study and to focus furthermore on the subject matter for

more depth study regarding this topic.

 University of Perpetual Help System Dalta - Las Piñas

Scope and Limitations

This study will deal on the influence of Korean Dramas into fashion preference of

Filipino youths. This study primarily discusses the K-DRAMA fashion influences and its

effects among the Filipino teens, regardless of gender and socio-economic status.

This study will only be limited on the effects of watching K-DRAMA to the

fashion preference of Filipino youths nowadays and how do these youths cope with the

new fashion trends.

 University of Perpetual Help System Dalta - Las Piñas

Definition of terms

Fashion- a popular trend, especially in styles of dress and ornament or manners of

behavior.

Hallyu- refers to the popularity of the Korean entertainment and culture around the
globe.

K-DRAMA- short term for KOREAN DRAMA, refers to televised dramas in Korean

Language, made in South Korea, mostly in a miniseries format with distinctive features

that set it apart from regular Western television series or soap operas.

Korean wave- refers to the global popularity of South Korea’s cultural economy

exporting pop culture, entertainment, music, TV dramas and movies.

Phenomena- a remarkable person, thing, or event

Youths- the period between childhood and adult age; a young man or woman.
 University of Perpetual Help System Dalta - Las Piñas

CHAPTER II

Review of related literatures

This chapter presents a review of foreign, local literature, and studies which are

related and relevant to this study.

Related Literature

According to Posh (2018), as Filipinos listen to Korean music or watch Korean

dramas, never in a minute that they did not attentively notice the clothes every Korean idol

is wearing. Because of the hype and strong admiration for these stars or idols, Filipinos

tend to familiarize themselves with.

Over a decade, the Korean wave has swept throughout the Philippine industry, Every

day we can see a lot of Korean dramas on television, even in social medias it is widely

spread and made more popular. On a monthly basis, fifty-eight percent (58%) of the

Philippine population are active on social media, the 15th highest penetration rate in the

world. Knowing this fact, the Korean Dramas have been reaching more audiences.

Moreover, Korean dramas manufactured a lot of products such as clothes, goods, electronic

devices, and cosmetics from South Korean market and even in the local market. We also

see ubiquitous Korean restaurants and Korean-themed food stalls everywhere. Teenagers

then begin to follow this trend. Philippines having a population of young people ripple the

effect of this trend grow continuously. Watching Korean dramas is one of the

entertainments Filipino teens have. As this practice grows over time, Korean dramas
 University of Perpetual Help System Dalta - Las Piñas

influenced the personhood of the Filipino teenagers. (Delos Reyes et al., 2017)

Today’s generation is different because the youth are easily captured with the things

that surrounds them. They are exposed with different kinds of music, entertainment, and

fashion. It improves and made more exciting in the eyes of the Filipino millennials or

youths. From different schools, malls and some tourist places you can notice the effects of

Korean wave in the Filipino especially with the youths. Korean fashion is also a big hit to

Filipinos, especially to the younger generations, they try to copy their favorite Korean

drama star by wearing these chic outfits that are Korean inspired. (Yrawada,M, 2016)

According to Martino, A (2017), the unique fashion style of these South Koreans also

greatly influenced the Filipino millennials/youth, pulling out different kinds of looks with

different colored clothes and hair is a must. So basically, it’s all about mixing your clothes

with just any accessory you have, and you don’t have to follow stereotype, you can dress

however you want. Maybe it a polka dots top with a yellow bottom and running shoes, or

dress with a big bow in front. Wear what you want.

The Philippines has been colonized by Spain, America, and Japan. At present, it

appears that such colonization has not ceased. The Philippines is now experiencing neo-

colonization under South Korea. Such colonization is neither bloody nor catastrophic; it is

kind of fun and exciting. As observed, it is interesting to note that more and more Filipinos

are becoming Koreans, although not by nationality but taste and look. The Koreans

undeniably conquering and colonizing the Philippines through arts and culture. In this

view, this study explores how the Koreans have invaded the Philippines. The results of the

study show that Koreans have invaded the Philippines through their music, Korean dramas,
 University of Perpetual Help System Dalta - Las Piñas

and fashion. (Escobia, G & Esin, D, 2013)

According to CNBC (2014), the brilliant achievement of “My Love From the Star”

has likewise produced an overflow impact in the retail business- an accomplishment that

notorious arrangement like 2002’s “Winter Sonata” and 2003’s “Jewel in the palace” did

not achieve. The extravagance marks that Jun wears all through the arrangement have

turned out to be exceptionally looked for after by fans. In the meantime, lipsticks utilized

in the show-be it Yves Saint Laurent or Korean brand Laneige-have sold out in South

Korea, China, and Singapore.

In China, Jimmy Choo’s “Abel” silver heels took off the racks in the wake of

showing up in the second scene, the Beijing Youth Daily detailed. U.S gear producer

Samsonite likewise observed deals spike in China after the lead performer, Kim, conveyed

one of its rucksacks. The expansive influence has since scored Kim an endorsement deal

with Samsonite.

According to Senyorita (2015), An average Filipino isn’t without a considerable

amount of impersonation all over. Not really to a point of overlooking what is genuinely

itself, yet a normal Filipino without much of a stretch adjust to what is stylish, particularly

in fashion. I have seen the trends change- From the hip-hop period set apart by loosed

shirts and loose jeans, to a more metro that discernibly fitter and slimmer plan, fashion

really do change after some time.

Senyorita (2015), started that it was not so much amazing to see that the Korean

wave likewise as of now achieved the design business which dresses a few or the many.
 University of Perpetual Help System Dalta - Las Piñas

Known for the Koreans are said desire to improve with the fashion trend s, most Korean

are said to be fashion forward with what they wear. This implies going from what were

normal to something progressively, social in many cases because of curation and

volumization of the design. Despite the fact that the K-pop fashion can be difficult to spot

now and again given the nuance of its structures in connection to its initially western

partners, the design is undoubtedly present in our society at large. You would realize that

an individual has gone K-pop when you see her design to be a blend of a larger than usual

shirt matched with a skin-tight or skinny jean or a mix detailed and brilliant dresses, often

layered one after the other. While the K-pop fashion isn’t something that may speak

Filipino Youths are also influenced by the Korean looks, to have Korean hairstyles in

order to have that Korean sense of fashion. Korean hairstyles became trend in the

Philippines today. (Kapuso Mo, Jessica Soho, 2010)

Ramos & Tanglao, (N.D), attempted to understand the Filipino teens as fans in their

highly quantitative study, they tried to find out how Filipino adolescents in the multimedia

society worship their favorite celebrities. It describes the different ways of how Filipino

teens consumed media content related to their idols. This is exactly what the current study

also tried to do. Ramos and Tanglao’s study purported that there are various psychological

implications on the part of the fans as a result of their media consumption. They note that

“media use (as well as access) facilitates fandom”. They added that “fandom cannot occur

without media consumption” because it is through media that audiences are able to

“interact with and learn more about their favorite celebrities”.

 University of Perpetual Help System Dalta - Las Piñas

CHAPTER III

Research Methodology

This chapter explains the research design adapted in the study. Among the topics

included in the discussion of the research design are the respondents of the study, the

place where the study will be conducted, the instrument to be used in data gathering and

how the researchers will gather information.

Research design

This study utilizes the method of a Qualitative Research specifically a Descriptive

Research. The said study aims to develop the influences of watching Korean drama and

its impact to the fashion preference of Filipino youths. This will help the researchers to

determine how much does Korean dramas influence the Filipino youths’ fashion

preference nowadays and how it does positively affects Filipino youths’ perspective

towards today’s fashion trends.

Research Locale

The researchers will be conducting the said study at University of Perpetual Help

System- DALTA Las Piñas to gather data that they will be using for the said study. The

Researchers will gather the data through survey questionnaires.

 University of Perpetual Help System Dalta - Las Piñas

Sampling Design

The researchers will utilize random sampling design and choose minimum of 50

respondents from different college departments.

Data Gathering Tool

In this study, the Researchers will only use survey questionnaires. The

questionnaires are for survey purposes and will serve as way of the researchers to gather

the data they needed as they conduct the study. The data gathered through the survey

questionnaires by the researchers will also be used as a research tool that answers the

statement of the problem given.

Data Gathering Procedures

This study will only utilize these following procedures to help the researchers gather

data needed in this study through;

1. A survey questionnaire answerable by a scale that will be created by the researchers.

2. After the survey questionnaires is completed, the respondents chosen by the

researchers must answer each of the questions that are written in the questionnaire.

The Researchers will conduct a survey to determine the influences of watching

Korean Drama into the fashion preferences of Filipino youths from the results of the
 University of Perpetual Help System Dalta - Las Piñas

survey. The factors that the researchers only consider are the percentage of the most

answers chosen by the respondents.

Data Analysis Plan

For the data analysis, the researchers determine the study as quantitative

descriptive. It is descriptive due to the results that the researchers will be gathering from

the survey questionnaires, the researchers will determine the different effects of watching

K-DRAMA to the fashion preferences of today’s young Filipinos.

The researchers will state the different factors that influenced the fashion sense of

young Filipinos and how these youths cope with these fashion phenomena or trend.
 University of Perpetual Help System Dalta - Las Piñas

References

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Kapuso Mo Jessica Soho, (2010). Retrieved from
http://www.academia.edu/35307244/Chapter_2_Review_of_Related_Literature . Retrieved on
February 5, 2019
Ramos and Tanglao. Retrieved from http://www.academia.edu/19880422/Level_of_K-
pop_Influence_to_the_third_year_BSEd_students_of_Leyte_Normal_University. Retrieved on
February 5, 2019
Senyorita (2015). Retrieved from https://www.senyorita.net/2015/09/k-pop-fashion-a-trend-
among-filipina-travelers/. Retrieved on February 5, 2019
CNBC (2014). Retrieved from https://www.cnbc.com/2014/06/18/food-and-fashion-how-k-
drama-is-influencing-asia.html. Retrieved on February 5, 2019

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o0kJU3PzvuClU7ew4l4ioiytKML0KaEwxtK4D8f04APCxlcx3g
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