From Hallyu to Hangul: Exploring the Relationship Between Korean Entertainment Engagement and Korean Language Learning Motivation Among Youth

Over the past decade, global interest in Korean language learning has expanded substantially, driven largely by the transnational diffusion of Hallyu, or the Korean Wave. While previous research has established that Korean entertainment serves as an initial motivator for language learning, the mechanisms through which entertainment engagement translates into sustained motivation remain underexplored. This study investigated the relationship between Korean entertainment engagement and Korean language learning motivation among young adults aged 18–30, examining the mediating roles of cultural and emotional engagement. A cross-sectional survey design was employed, with 234 valid responses collected from non-Korean-heritage participants through online platforms. Participants completed measures of entertainment engagement, cultural engagement, emotional engagement, and language learning motivation. Data were analyzed using regression, mediation, and supplementary group-comparison analyses. Results indicated that entertainment engagement was strongly associated with Korean language learning motivation (β = .808, p < .001), providing evidence that Hallyu content may serve as an important entry point into Korean language learning. Both cultural engagement (indirect = .300, 95% CI [.179, .431]) and emotional engagement (indirect = .311, 95% CI [.181, .461]) partially mediated this relationship. Genre-specific effects were limited: although the overall genre model was significant (F(4,229) = 2.69, p = .032), only K-pop emerged as a significant unique predictor (β = .192, p = .009). Korea-related aspirations were very strongly associated with intention to continue learning (β = .927, p < .001), although they were not associated with study hours. These findings contribute to theoretical understanding of media-driven language acquisition and offer practical implications for educators seeking to leverage Hallyu content in Korean language instruction.

Korean language learning, Hallyu, entertainment engagement, language learning motivation, cultural engagement, emotional engagement

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