Lesson 4:

P O P U L A R C U LT U R E A R O U N D T H E W O R L D
B. Eastern Popular Culture
(Korean Popular Culture)
SOUTH KOREAN
Popular Culture
Philippine Perspectives
 01 How K-Dramas Attracted Tourism Boost

CONTENTS
02 The Koreanovela Invasion in the Philippines
01
How K-Dramas Attracted Tourism Boost
How K-Dramas Attracted Tourism Boost

The Korean television series Winter

Sonata became popular in Japan and
Japanese tourist agencies offered
location tours to various filming sites in
Korea.
Kamiya (2004) noted that these are
'prime examples of how movies and
television programs can not only
transport viewers to another world, but
also inspire them to travel.'
How K-Dramas Attracted Tourism Boost
The Hallyu, or “Korean wave,'' was first
coined in 1999 by Beijing journalists who
were surprised by the growing popularity
of South Korean entertainment and
culture in China (J.Y. Kim, 2007). Today,
the term is used to refer to Korean
popular culture at large, which usually
includes tv drams, movies, music, food,
and fashion.

As mentioned in various studies, the

Korean wave has had considerable impact
on Korea's tourism and has led to a
dramatic increase in international tourist
arrivals there, specifically to locations
associated with Korean tv dramas
(Rewtrakunphaiboon, 2009; Lim, 2008).
How K-Dramas Attracted Tourism Boost

Moreover, Dae Jang Geum (literally The

Great Jang Geum), or Jewel in the Palace
in English, is a fifty-four-episode drama
produced by the Munhwa Broadcasting
Corporation (MBC). It tells the success story
of Dae Jang Geum who became the first
female royal doctor despite coming from the
lower class.

It is also a story of complicated relationships

involving love and hate. Also, it presented a
reproduction of the Korean royal palace in
the Joseon dynasty, featuring the food and
medical treatments of that period (Zabala,
2013).
How K-Dramas Attracted Tourism Boost

Finally, it should be noted that the most

number of visitors came from
neighboring East Asia i.e. Japan, China,
and Taiwan. This is attributed not only
due to geographical proximity but also to
cultural proximity.

Tourism is first and foremost a business.

The influx of increased tourist numbers
would generate more revenue for the
local economy as well as increased
awareness of filming location
destinations not only locally but also
internationally (Zabala, 2013).
02
The Koreanovela Invasion in the
Philippines
The Koreanovela Invasion in the Philippines

Filipino audiences had

long been caught by
Latin American soap
operas, specifically
Mexican telenovelas.

“Telenovela” is a term
used to refer to television
drama series or soap
opera, particularly those
from Latin America.
The Koreanovela Invasion in the Philippines

After the introduction of

other imported tv drama
series from Taiwan and
Korea, the term was
appropriated to refer to
Taiwanese drama series
as “Chinovela” (i.e.
Meteor Garden) and to
Korean drama as
“Koreanovela.”

Local tv stations started

showing Korean dramas
regularly in the same
year, 2003 i.e. Endless
Love 1: Autumn in My
Heart.
The Koreanovela Invasion in the Philippines

Local free tv channels must

have seen it as an opening for
more Korean dramas, as they
had already made their way to
East Asia and other Southeast
Asian countries.

Since then, a number of Korean

dramas or Koreanovelas have
been shown on local television,
including Endlss Love, Lovers in
Paris, Full House,Jewel in the
Palace and so on.
The Koreanovela Invasion in the Philippines

Lin and Tong (2008) concluded that

Korean dramas provide a space
where traditional femininity is
reaffirmed and modern femininity
presented. Aspects of sociocultural
reality, culture, and society are
reflected in dramas as well as
idealistic femininities desired by
consumers.
The Koreanovela Invasion in the Philippines

Cho Hae-Joang (2005) stressed that

Korean pop culture helped define a
new “Asian femininity.”

Attractivenes, softness, tenderness,

and faithfulness to their loved ones
are some of the qualities of the ideal
woman portrayed in Korean dramas .
Also, masculinity through the
projection of the ideal man i.e.
handsome, caring, perfect, cool, etc.
is portrayed(Lin and Tong, 2008).
The Koreanovela Invasion in the Philippines

Common scenes in Koreanovelas:

a. slapping the face

b. hitting the back of the head or the nape
c. kicking people
d. drinking alcoholic beverage i.e. beer/soju
e. being carried piggyback
f. divorce
g. suicide
The Koreanovela Invasion in the Philippines

In conclusion, the South Korean Government's initiative, as

well as the Korean people's demand for globalization and
liberalization in the media and culture, resulted in the
production of better films and television dramas.

The advent of independent investors and groups in producing

and financing films and the commercialization of the tv sector
led to a more competitive environment for the production of tv
dramas; both contributed to the diversification of themes
and the overall improvement in quality of media and cultural
products in S.Korea (Gongora, 2013).
END.
Reference:
Yo n e n o - R e y e s , Michiyo. 2013.”East Asian
Popular Culture: Philippine Perspectives.”
M a n i l a : A s i a n C e n t e r, U P D i l i m a n .