Home⇛Advanced Social Science in Research Journal⇛vol. 1 no. 1 (2026)

Exploring Hallyu Content as South Korea's Soft Power: Its Influence on the Attitudes of Students of a State University in Cavite, Philippines

Benjie Banug | John Paul G. Agustin | Precious Wrendy Lyn Dangue | Princess Izzy O. Deocariza | Kristine Mae P. Galpo | Katrina H. Lumanlan | Kyara M. Millian | Wencelle Mae R. Quitoriano | Haji B. Regalado | Jessa Thea A. Salon | Gionna Collyne G. Santos | Iddy Louise S. Saqui | Marnel Ann Vendiola | Jaysi T. Corpuz | Angel Rea Mae Y. Martinez | Elvira E. Ongy

Discipline: Communications

 

Abstract:

The Hallyu highlighted the global rise of Korean culture, particularly K-pop and K-dramas, and served as a crucial soft power for South Ko-rea. Hallyu boosted South Korea's international influence via culture, without coercion. Hallyu significantly influenced students' socio-cul-tural attitudes and lifestyles, enhancing South Korea's soft power and economic image. This study sought to answer the central question: How does the Korean Wave (Hallyu), as a form of South Korea’s soft power, influence the attitudes of undergraduate students at Cavite State University, Cavite, Philippines toward South Korea? Adopting a descriptive-qualitative research design, this study examined how stu-dents at Cavite State University engage with Hallyu content and how these experiences influenced their appreciation of South Korean cul-ture and global image. A total of 64 participants were selected through purposive sampling, and data were collected using self-con-structed interview questionnaires and analyzed using thematic anal-ysis. The research indicated that students favored K-pop and K-dra-mas due to engaging narratives, which served as coping mechanisms. These preferences fostered new attitudes, including nonverbal re-spect and fashion changes that reflected Korean aesthetics, enhancing self-esteem. It also encouraged cultural integration, with students adopting the Korean language and values like tenacity and discipline. Participants appreciated the relevance of this content, noting life les-sons and the portrayal of Korean artists. Many recognized Hallyu as a significant soft power that positively influenced South Korea's econ-omy through tourism. The study concluded that Hallyu served as an effective soft power tool, reshaping students' socio-cultural identities and daily habits through engagement with K-pop and K-dramas. It promoted the adoption of Korean social ethics, aesthetic standards, and linguistic expressions. Additionally, Hallyu enhanced South Ko-rea's global image and economic growth while fostering consumer awareness. Ultimately, it strengthened South Korea’s international influence by merging Filipino and Korean identities.



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