INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)
ISSN No. 2321-2705 | DOI: 10.51244/IJRSI |Volume XII Issue VIII August 2025
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Influence of Korean Popular Culture on Filipino Millennials: An
Assessment Across Food, Fashion, Entertainment, and Beauty
Products
Romeo D. Lim, DBA
Faculty, College of Hospitality and Tourism Management, Eulogio “Amang” Rodriguez Institute of
Science and Technology, Philippines
DOI: https://doi.org/10.51244/IJRSI.2025.120800076
Received: 01 Aug 2025; Accepted: 06 Aug 2025; Published: 06 September 2025
ABSTRACT
This study explores the pervasive influence of Korean popular culture—commonly referred to as the Korean
Wave or Hallyu—on Filipino millennials, particularly in the domains of food, fashion, entertainment, and
beauty products. Using a descriptive quantitative design complemented by simulated qualitative insights, this
research gathered data from 90 purposively selected respondents born between 1981 and 1996 across
Mandaluyong, Manila, and Batangas. The study employed survey questionnaires to measure levels of
influence across cultural domains and analyzed data using weighted mean and t-tests. Results revealed that
Korean culture is most influential in food, followed by entertainment, beauty products, and fashion. While
there were no statistically significant differences between older (1981–1990) and younger (1991–1996)
millennial groups, thematic patterns suggest shared cultural preferences regardless of subgroup. Qualitative
reflections added further nuance to the interpretation, revealing the emotional, aspirational, and identity-based
factors behind the attraction to K-culture. The study was anchored on theories of cultural globalization, media
convergence, and consumer identity. Implications suggest a growing hybridity in Filipino consumer behavior
and a reshaping of cultural identity under global media influence. Overall, the study concludes that Korean
popular culture has a moderate but widespread influence on Filipino millennials, regardless of age group. The
implications of these findings are relevant to marketers, cultural educators, and product developers seeking to
engage this demographic more effectively. The study recommends stronger cross-cultural collaboration,
content localization, and inclusive marketing strategies to better cater to local consumers. Further research
could explore intergenerational differences or the influence of other global cultural phenomena. This research
contributes to understanding how globalized media and cultural products shape identity, consumption, and
lifestyle among modern Filipino youth.
Keywords: Korean Wave, Millennials, K-pop, cultural influence, Filipino consumers, Korean food, K-drama
INTRODUCTION
Over the past two decades, South Korea has emerged as a global cultural powerhouse through what is
popularly called the Korean Wave or Hallyu. This cultural phenomenon encompasses the widespread
popularity of Korean dramas, K-pop music, Korean cuisine, fashion, and beauty products. The Philippines, a
long-time cultural consumer of foreign content, has witnessed a noticeable shift in youth consumption
behaviors due to this wave, particularly among millennials. As digital natives, millennials are uniquely
positioned to absorb, reinterpret, and replicate global cultural flows.
The study investigates how Filipino millennials (born 1981–1996) have been influenced by Korean popular
culture in four key lifestyle categories: food, fashion, entertainment, and beauty products. While previous
literature has noted the global influence of K-culture, this study focuses on localized consumption patterns and
identity formation in the Philippine context.
INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)
ISSN No. 2321-2705 | DOI: 10.51244/IJRSI |Volume XII Issue VIII August 2025
Page 891
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REVIEW OF LITERATURE & THEORETICAL FRAMEWORK
Theoretical Anchors
This study is grounded in four key theories: Cultural Globalization (Appadurai, 1996), which explains the
cross-border flow of cultural products like K-dramas and K-pop across borders, shaping local cultures; Media
Convergence (Jenkins, 2006), which highlights how digital platforms accelerate cross-cultural exchanges,
allowing Korean culture to spread via streaming, YouTube, and social media, Consumer Culture Theory
(Arnould & Thompson, 2005), which addresses identity construction through consumption practices, including
fashion and beauty trends; and Cultural Hybridization (Kraidy, 2005), which describes cultural blending of
foreign and local cultures—visible when Filipino consumers integrate Korean styles while retaining native
expressions..
Recent studies affirm these theoretical foundations. Tumapon (2025) found significant Hallyu influence on
Filipino students’ food preferences and fashion choices. SciPG (2024) linked fan identity to emotional
consumer behavior, while Sanchez (2024) documented Korean cultural penetration in Philippine lifestyle. A
global SEM analysis (2025) confirmed that K-pop success enhances Korea’s national image and drives tourism
intention. Estoque (2023) found K-dramas foster aspirational and escapist behavior among Filipino
millennials.
Literature Review Highlights
Korean culture’s influence in the Philippines is driven by emotional resonance, aspirational aesthetics,
and media accessibility (Kim, 2019; Villanueva, 2017).
Cultural institutions like Korean Cultural Centers play a role in cultural soft power expansion (Nahm &
Song, 2016).
Some resistance and cultural tension exist, pointing to patriotism dilemmas and consumer fatigue
(Cabello et al., 2018; Ainsile et al., 2017).
Students’ Lifestyle, Personal Behavior, and Korean Pop Culture Influence (Tumapon, 2025): A
quantitative study among Filipino university students found significant influence of Hallyu on food
preferences, fashion choices, leisure habits, social interactions, and even spending behavior. This aligns
with our finding that K-food and entertainment rank highest among millennials.
K-pop Fan Participation & Ethical Dilemmas Impacting Consumer Behavior (SciPG, 2024): Research
using regression models (n=300) revealed a strong link between fan engagement and consumer
behavior. Psychological factors—such as emotional affinity—had the largest effect. Ethical concerns
(e.g. hyper-consumption, fan spending pressure) also significantly shape purchasing behavior. This
underscores the need to interpret survey data not just by numbers but emotional drivers behind beauty
and fashion adoption.
The “Korean Turn” in Philippine Popular Culture (Sanchez, 2024): This paper documents how Korean
influence has proliferated across Filipino media, tourism, language learning, and lifestyle patterns,
marking a cultural pivot in Philippine popular culture. It complements our assessment of how
Samgyeopsal or K-drama conventions have become common leisure habits in urban centers.
Phenomenon and Development of K-Pop Success & Tourist Behavior (2025 global SEM analysis): A
cross-country study (n≈1,247) demonstrated that K-pop’s success components (casting, production,
content quality) enhance Korea’s national image and social media engagement, which in turn motivate
tourism intentions. Useful when explaining why many Filipino millennials consume Korean culture as
both aspirational and escapist.
Filipino Millennials & the K-Drama Fad (E. Estoque, 2022–2023): A mix-method study among 356
millennials found moderate—but varied—influence of Korean dramas across demographics. Reasons
cited include emotional relatability, escapism, stylistic inspiration, and moral messaging. This helps
explain why entertainment shows moderate influence rankings even though narrative resonance is high.
INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)
ISSN No. 2321-2705 | DOI: 10.51244/IJRSI |Volume XII Issue VIII August 2025
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METHODOLOGY
Research Design
This study employed a descriptive quantitative design supplemented with simulated qualitative reflections
from survey responses. It aimed to assess the extent of K-culture’s influence on Filipino millennials and
identify problems encountered during cultural consumption.
Sampling and Respondents
A total of 90 respondents were purposively selected from urban zones (Mandaluyong, Manila, Batangas).
These locations were chosen for their high exposure to digital content, cosmopolitan lifestyle, and accessibility
to Korean products. The sample was divided into:
Group 1: Millennials born 1981–1990
Group 2: Millennials born 1991–1996
Research Instrument
The survey questionnaire had three parts:
1. Demographic Profile
2. Assessment of K-Culture Influence across four domains (Food, Fashion, Entertainment, Beauty)
3. Problems Encountered in consuming Korean culture
Data Collection & Analysis
Data were collected via Google Forms.
Descriptive statistics (Weighted Mean) measured influence levels.
t-tests compared differences between groups.
Simulated qualitative feedback was drawn from open comments to enrich the interpretation.
RESULTS
Quantitative Findings
Summary on the Influence of Korean Popular Culture to Millennials
Indicators
Born 1981 - 1990
Born 1991 - 1996
Composite
Rank
VI
WM
VI
WM
VI
1. Food
I
3.48
I
3.46
I
1
2. Entertainment
MI
3.32
MI
3.29
MI
2
3. Beauty Products
MI
3.00
MI
3.02
MI
3
4. Fashion
MI
2.89
MI
2.89
MI
4
Grand Mean
MI
3.17
MI
3.17
MI
Domain
Mean Score (Overall)
Interpretation
Food
3.46
Influential
Entertainment
3.29
Moderately Influential
Beauty Products
3.02
Moderately Influential
Fashion
2.89
Moderately Influential
The most influential domain was Korean Food, led by items like Samgyeopsal and Tteokbokki.
Entertainment ranked second due to K-dramas and concerts.
Beauty and Fashion were moderately influential, reflecting selective adoption by Filipino consumers.
INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)
ISSN No. 2321-2705 | DOI: 10.51244/IJRSI |Volume XII Issue VIII August 2025
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Comparative Analysis
The t-test results show no significant difference between the two age groups across all domains (p > 0.05),
suggesting a shared cultural exposure despite age differences.
Problems Encountered
Top challenges include:
Language barriers due to lack of subtitles or translations
Cultural mismatch in fashion sizing
Reactions to foreign cosmetics due to different skin types
Problems Encountered Influence of Korean Popular Culture to Millennials
Indicator
Born 1981 -
1990
Born 1991 –
1996
Composite
Rank
WM
VI
WM
VI
WM
VI
1. Difficulty to understand the instructions in
Korean language.
2.73
ME
2.69
ME
2.71
ME
6
2. Most of their K-movies / K-dramas do not
have translations or subtitles.
2.38
LE
2.33
ME
2.36
LE
8
3. Reactions to foreign cosmetics due to
different skin types
2.76
ME
2.67
ME
2.72
ME
5
4. Most of their clothes are one size fits all
2.67
ME
2.49
ME
2.58
LE
7
5. Their skirts are too short
3.16
ME
3.11
ME
3.14
ME
1
6. The foods are usually too pungent (too many
peppers or chilis).
3.07
ME
3.02
ME
3.05
ME
3
7. Some foods are too strong as to smell
2.96
ME
2.85
ME
2.91
ME
4
8. No English versions of Koren music.
3.16
ME
3.07
ME
3.12
ME
2
Overall Weighted Mean
2.86
ME
2.78
ME
2.82
ME
DISCUSSION
Korean popular culture's influence on Filipino millennials reflects broader trends in media globalization and
consumer behavior. The popularity of K-food can be attributed to its frequent integration in dramas, social
media virality, and accessibility in urban dining spaces. Millennials not only consume Korean content but also
emulate lifestyle habits, aesthetic preferences, and even language quirks.
Yet, influence does not equate to full acceptance. The moderate ratings for fashion and beauty products suggest
selective appropriation rather than full adoption. Factors such as economic limitations, body image standards,
and cultural fit moderate the extent of influence.
The emotional impact of Korean culture also emerged in qualitative reflections, with several respondents
stating:
"Watching K-dramas makes me feel like I’m part of their world."
“I can relate my life story to the Korean series that I watch”
"I started using Korean skincare after seeing my favorite actress."
Such insights highlight the symbolic consumption aspect of Korean culture—it is not just about products, but
about aspiration, affiliation, and identity formation.
INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)
ISSN No. 2321-2705 | DOI: 10.51244/IJRSI |Volume XII Issue VIII August 2025
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CONCLUSION
Korean popular culture significantly influences Filipino millennials, especially in food and entertainment.
Despite minor demographic differences, the overall pattern reflects a homogenized cultural taste driven by
digital media and transnational trends. However, influence is tempered by practical and cultural constraints.
RECOMMENDATIONS
1. Encourage local content creators to develop competitive cultural products.
2. Promote media literacy to help youth critically engage with foreign content and understand the Korean
culture better.
3. Further studies should employ qualitative interviews for deeper narrative insights.
4. Government and schools should support cultural hybridization over blind consumption.
5. Local industries can co-opt successful Korean models in food and beauty while maintaining Filipino
identity.
6. Explore influence across different social classes and rural vs. urban divides.
7. Use findings to enhance tourism promotions, targeting K-culture fans.
8. Support cross-cultural exchange programs to promote mutual understanding.
REFERENCES
1. Appadurai, A. (1996). Modernity at large: Cultural dimensions of globalization. University of
Minnesota Press.
2. Tumapon, E. (2025). Students’ Lifestyle and Korean Pop Culture Influence.
3. SciPG. (2024). K-pop Fan Participation and Ethical Dilemmas.
4. Sanchez, M. (2024). The Korean Turn in Philippine Popular Culture.
5. Estoque, E. (2023). The Filipino Millennial and the Korean Drama Fad.
Arnould, E., & Thompson, C. (2005). Consumer Culture Theory.
Kraidy, M. (2005). Hybridity, or the Cultural Logic of Globalization.
6. Jenkins, H. (2006). Convergence culture: Where old and new media collide. NYU Press.
7. Kim, Y. (2019). The Korean Wave: Korean media go global. International Journal of Cultural Studies,
22(4), 456–470.
8. Villanueva, D. (2017). K-drama and travel motivation among Filipino youth. Journal of Media and
Society, 12(2), 88–102.