CHAPTER 2

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter contains the related literatures and studies gathered by the

researchers after an all out in depth searching. This also contains the synthesis of

review of related literature and studies to be done on the researched more

understandable.

Related Literature

In a book entitled “K-drama: A new TV genre with Global Appeal24 (p.22-

24,2011) presented that, when one of the Korean dramas “Jewel in the palace” had its

stunning success. Some of the countries in Asia that was hitted are Japan, China,

Hong Kong, Taiwan, Malaysia and Philippines. Through this success, today, there is a

high demand of Korean soap operas/dramas even in countries where Korean

television networks haven’t been broadcast. By the day, encompassing everything

from dramas and movies to food and clothes. The urban youth today prefer everything

in Korean.

The popularity of Korean culture really contributed a lot in the country of South

Korea regarding on the rising of their economy because of TV dramas, films and

music that attract tourists that becomes just like a domino effect. These tourists bring

billion of dollars into the country. Korea is now enjoying double boom in economic

and cultural fields (Anjaiah, 2011)

 Most Filipinos make Korean culture as an inspiration to their work in doing

movies, music, work of art, etc. Recently, Filipino movies have already influenced by

Korean culture such as the Filipino movie “Kimmy Dora” which is a huge box office

success followed by a sequel shot in South Korea as a Korean-inspired shot. Martinez,

the writer of Kimmy Dora illustrates that : "Filipinos like Korean films because they

are fresher, less formulated and with a degree of violence and eroticism that appeals

to the local audience, who are just being bombarded by teenybopper and romantic

comedies in their local cinemas” (Santamaria, 2012).

Having the difference in language is one barrier in understanding and developing

an interest of Hallyu. Because of this it give interest to the people who likes Hallyu to

do multilingual. If we can understand what this Hallyu really is about, it can help us to

determine the grater variations in the themes that is presented to Korean culture

(Gaya, 2013).

We should be smart in picking what to watch. Korean drama in our way of life

rolls out improvements throughout our life, however we should realize that everything

in our is not the same as to Korean drama’s story. Korean show can give us numerous

of effects to our life, positive effect and negative effect that may create our way of life

to do awful things or great things (Tobing, 2015).

Related Studies

Korean drama influence to Fashion Style

Filipinos are getting knowledge about Korean culture, tips on how to look

presentable, and learns a lesson from watching Korean drama that they could apply in

daily living. Korean Wave as the significant increase of popularity of South Korean

Culture includes pop music, drama, films, food, and fashion around the world. In fact,

South Korea became the 12th largest economy. Korean Wave also referred “hallyu”

in Hangeul (Korean language). A term coined by the Chinese media to describe the

popularity of Korean Culture in China. Korea Wave created positive effects to their

economy. Korean wave helped to change Korea as the most popular in terms of

fashion. Seoul is considered as the most fashionable and culturally influential City in

Asia. (Rahman, 2015)

Fashion style is part of our daily lives. It talks about clothing, accessories, make-

ups and hairstyle. Fashion from Korea is a bit different from other countries. Many

teenagers from Korea not only that, even in other countries love to mimic Korean

fashion from head to toe. Dying bright hair is very common in Korea specially the

famous people like Lee Min Ho, Shin Se Kyung, Park Soo Jin, Go So Young and

many more. The colors that they usually use are ash gray, lime green, orange and

pastel color. The very famous color of the hair this year is ultraviolet. Korean stars

already dyed their hair in this color like Irene Kim. For the cut, bob haircut is the most

popular haircut in Korea. Stars’ Krystal, Seohyun and Yoona hairs give a lighter,

fresher and younger look. Palette shadow, false eyelash and dry rose color lipstick

were a big hit for women in 2016. False eyelash in 2016 became more comfortable to

use than in 1960’s. Dry rose lipstick gave a mild look and palette shadows had much
better color formation. For the clothes that they wear, usually Koreans are very fond

of stripes and love to wear long coats. Padded long coats, bright knits, argyle and

patterned pullovers are very popular in their country. Sheer and lace dresses are he

usual get up for going out with friends, family or someone pairing with the shoulder

bags. High waist, shorts, skinny, wide pants, mini-skirt for a person who have longer

legs paired with crop top and bustier, bustier two piece was popular way back in the

year 2015. Miniskirts are being paired with stilettos or sneakers.

Korean fashion styles are becoming a fad among teenagers. Their interest on

Korean fashion was developed. Buying and applying Korean products show that they

are being influenced on what they watched on the television.

Filipino university student acceptance of Koreanovelas

This study by Robledo, C.D.P. (2011) aimed to know how the Filipino university

students accept Koreanovelas. With a one-shout survey of research, the study tried to

find out the demographic characteristics of the respondents, their level of exposure to

the program, their preferences for watching Korean dramas, and their acceptance of

the characteristics and other aspects of Koreanovelas. Respondents consisted of 200

college students representing five different universities in Metro Manila.

Survey results revealed that majority of the university students watched

Koreanovelas regularly for entertainment purposes. The main appeals of the Korean

dramas are the following: unique and exciting plot, fast-paced stories, fashionable and

good looking Korean characters, trendy culture, and other elements such a romantic

sentiment expressed in the drama and the use of enticing music. – Paraphrase
 Reyes (n.d.) provided a detailed explanation on the receptiveness of Filipinos to

Korean drama; stating that Filipinos went crazy over Korea Wave not only because a

new genre of film, Korean drama, were introduced into their television sets but also

because of the new culture that they are being introduced to.

Based on the study conducted by Mato (n.d.), the researchers reasoned that the

measure of time the young people is presented to Koreanovelas. Most second year

high school students of city high school watched Korean Dramas in view of the

amusement and they get the chance to relate as far as family issues, fellowship stories

and better comprehension on their own personality.

Korean dramas in the Philippines

Yap (2017), concluded that Beyond Kimchi, k-pop and koreannovelas, Koreans

are becoming a ubiquitous presence in the Philippines. Since 2006, Koreans have

been the top visitors to the Philippines. Lee said, “Since my assumption in July 2010,

I have seen growing interest by Filipinos towards Korean dramas and k-pop.”

Temblor (2016), concluded that K-Drama is known for its fresh storylines and

scenic cinematography. It has captured good following among neighboring countries

and even among westerners. Its stories appeal to the masses, especially the youth and

middle-aged. The cast usually includes an "eye candy," giving viewers more reasons

to enjoy the show by employing good-looking actors whose looks alone are enough to

sustain attention. The "kilig" factor is always an important element. Koreanovelas

give viewers a different style of storytelling from usual Filipino soap operas, or
"teleseryes." Since Korean dramas are aired only two hours a week, compared to the

Filipino daily 30-minute episodes, viewers can expect a faster pace.

Hallyu

According to Temblor (2016), K-drama is known for its fresh storyline and scenic

cinematography, which was the stepping-stone of Hallyu, which means flow of Korea

or an invasion of Korean culture in other countries, such as the Philippines. K-drama

had captured everyone specially the youth and middle-aged. The viewers are attached

to the story because the plot of K-drama are not the same old and very predictable

plots that are recycled from time-to-time and the viewers are more attracted to K-

drama because of the good-looking actors who portray the lead roles of every K-

drama and the audience were in “kilig” because of that.

As mentioned Salonga, R. (2013), Hallyu has a big impact globally. Everyone

had copied everything about the by Korean people even their culture. From kimchi to

K-pop including K-drama and their fashion and saying “Annyeonghaseyo”.

Mr. Jonathan Kim, Chairman of Hanmac Cultural Corporation and a film

producer, explained to the audience of the forum that happened last 2013 held at

Manila Hotel that Koreans have a ceiling number of days in their cinemas to view K-

drama. As noted by Santamaria, C. (2012), hallyu refers to the wave of the South

Korean entertainment and culture. This hallyu reached the Philippines back in the

year 2003. As seen by Santamaria in the research done by Dr. Crisanta Flores of the

University of the Philippines Diliman campus, explained the effect on the Filipino

audience of the K- drama is when they view such urban scenes of Seoul, South Korea,
they dream to go in Korea. It is because they were attracted by the K-drama sensation

that is happening in our country.

Effects towards watching Korean dramas

According to Casasola (2017), Korean dramas are undeniably addictive. The plot

can go from cliché but subtle to deep and unpredictable which is probably the main

reasons to why we super love it. The way the elements and the story are presented in a

different ways, adding the fact that Korean actors/actresses are certainly adorable for

our lives. It simply is hard to resist charms of Korean actors/actresses and the

impressive storylines that either blows our mind and makes us extremely kilig.

There are certain side effects after watching Korean dramas stated by Casasola;

The viewers can’t stop themselves from watching another episode, The viewer’s

playlist becomes filled with k-drama OSTs, Cry during heartbreaking and sad

scenery, Standards in a girlfriend/boyfriend becomes higher, Find themselves uttering

Korean expressions or words, Suddenly takes interest in learning the Korean language

and Experience the “Last episode syndrome”.

According to Salmeen (2017), she stated that: The biggest impact of Korean

dramas is the culture and how well-written the stories are, also the etiquettes and

mannerisms shown. Another impact would be that they consume lot of time because

they are highly addicting.