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KALINGA STATE UNIVERSITY

College of Engineering & Information Technology

Science, Technology, Engineering and

Mathematics Senior High School

A research proposal presented to the faculty of College

of Engineering and Information Technology

In partial fulfilment of the requirement in Res 11-

Research in daily life 1.

“The Korean wave (Hallyu) Implication towards the

student lifestyle in Tabuk City”

Researchers:

Bagninit, Quenette N.

Layugan, Craig Keeve O.

Garming, Norman B.

Saclag, Donny Rey

February 2019
I. Introduction

The Korean Wave (Hallyu) refers to the global

popularity of South Korea’s cultural economy exporting

pop culture, entertainment, music, TV dramas and movies.

K-pop has become trendy, not confined to Korea but

spread worldwide, especially in Asia. The so called

Korean wave has exerted its strong influences on young

people, particularly teenagers, in some Asian countries,

including Philippines. It cannot be denied that in

addition to a type of entertainment, K-pop functions as

“a cultural bridge” helping improve the understandings

of Asian cultures in general and Korean culture in

particular.

The k-pop is not only known internationally, but

favoured and patronized by rural places because of its

popularity, that even are little peaceful place are

influenced by their culture. It’s not exception to young

minds like us that they are miles apart from their k-pop

idol or bias Actresses/actors, singers, dancers, band

group and others to support them that extreme.

The study sought to determine main factors of

Korean wave (hallyu) that affects the lifestyle of

teenagers, particularly to the student in Tabuk City on


different aspects basing on their attitudes and

behaviours toward their studies, the society and

personal aspects.

Furthermore, it aims to determine the implications

of k-pop to student’s lifestyle in Tabuk City in

Different institutions such as Academic performance,

social interaction, health, personal interest, fashion,

entertainment, language and in culture.

Literature:

The researchers seek on different information

related to their studies to come up with a significant

study.

According to the study that formulated by Alanzalon

(2011), the popularity of Korean popular (Kpop) music

among the Filipino teens aged 15-19 years. The study

used the combined assumptions of Straubhaar’s Cultural

Proximity Theory, Ball-Rokeach and De Fleur’s Media

Dependency Theory, and Blumler and Katz’s Uses and

Gratifications Theory. The researcher conducted both

traditional and online surveys among 270 Filipino

teenage Kpop fans, and focus interviews to six (6)

Filipino fans of the Korean groups Girls’ Generation,

Super Junior, Shinee, SS501 and U-Kiss. The researcher

determined the variables of consumption of Kpop content,


cultural offerings present in Kpop content, and needs of

the fans satisfied by Kpop content. The study found out

that Filipino teens are highly exposed to Korean popular

music, and consumed these media texts everyday by

utilizing various media, most specifically the Internet.

The Filipino fans are also attracted to the cultural

offerings of Kpop content, especially the visual

elements including the physical appearance of the

artists (face, fashion, hairstyle) and visual aspects of

the music videos (choreography, sets). It was found that

consuming Kpop content gratified the entertainment need

of the fans through its appealing visual elements and

high-quality content (songs, choreography, and talented

artists).

According to Svensson 2014, the researcher’s

identify the identity construction of G-Dragon’s fandom

group on the Weibo platform. Through the blended

netnography, which consists of online participant

observation and offline in-depth interview, he analyse

the process of how the self-identity constructs among

those fans through their online practical activities and

how the fandom group forms their cultural identity from

the cross-cultural perspective. In their analysis, he

find out that the construction of self-identity is

realized in several ways, which are self-evaluation and


the other’s evaluation, the projection of intention and

emotion, anti-group consumption and cosplay. Also, he

try to discuss the identity construction from the cross-

cultural perspective. Because the K-pop music is a

cross-cultural media product, so the fans have to face

two identities: Chinese and Korean pop music fans.

Through an analysis of cultural similarity and cultural

conflict, he aims to discuss how the cultural similarity

affects the construction process of self-identity, how

the fandom group struggles in the cultural conflict in

order to construct their self-identity and how we

consider the abroad fandom group constructing their

self-identity from the cultural hybridity perspective.

According to one study of A K-pop fan from the

internet, 2013, Korean popular (Kpop) music among the

Filipino teens aged The study found out that Filipino

teens are highly exposed to Korean popular music, and

consumed these media texts Arguably the most cited paper

about the Korean Wave is Shims Hybridity and the Rise of

Korean As If their world only revolves with It. This

study focuses on the K-Pop Invasion. Kpop generation is

caused by globalization through the use of internet.

That’s why most of us people are updated in the

happenings. This proves that kpop fans serve music as

their motivations in life. What is Kpop? The researcher


listens to kpop songs whenever the researcher is on a

bad mood, bored or just wants to relax and escapes the

reality somehow. People around the researcher think that

kpop would just bring distractions especially on the

researchers study.

According to the study of Sogang University, the

Korean Wave, also known as Hallyu, represents a strong

cultural manifest coming from South Korea. The movement

recently began to slowly, but certainly penetrate global

markets in various ways. The most popular manner is K-

Pop, Korean music, which has become a manifest itself,

especially since foreign individuals seem to not always

relate it to Hallyu; actually, the tendency is to

separate the two concepts. Still, as previous research

on the topic shows, overseas popularity of Hallyu and K-

Pop is not as high as desired, and has many weaknesses.

Regarding foreign markets, especially non-Asian ones,

previous research seems lacking. For this reason, the

current study was conducted, in order to provide a

starting point for future research about targeted

overseas markets. As the results show, there are many

aspects that require attention and improvements. The aim

of this paper is to explain where those weaknesses

occur, and, if combined with other aspects, how things


can be improved in order to better promote K-Pop and

Hallyu in general.

According Powell, (2014-2015) K-Pop is essentially

manufactured, from recruiting and training all the way

to music releases. Its success has led to a lot of

international attention for South Korea, from music

purchases to increased tourism. Such economic boosts

have led the country and its people to invest more

heavily in K-Pop as an industry. The research has also

explored how K-Pop has created cultural transformations

in South Korea, such as beauty standards for men and

women alike, and how those changes are viewed in the

Western world. Additionally, the research will look at

how Western musicians and producers have taken part in

collaborations with Korean artists and what makes K-Pop

marketable to an English speaking nation.

According to the study of Oak et al.,(august 6,

2013), Korean Wave (Hallyu) perhaps what is most

astounding is that the formula created twenty years ago

by Seo Taiji and Boys and followed by idol groups today

has proven effective not only on the Korean peninsula,

but worldwide. While the fashion and musical stylings

that idols use are constantly evolving to conform to

current popular culture, the roots that Seo Taiji

planted have not only managed to remain firm, but have


allowed newly created branches to grow and reach every

corner of the globe.

Today, idols have gone international, performing

concerts from Rio De Janiero to Paris and Los Angeles to

Bangkok. Their fans are no longer exclusively Korean

speakers -- one can conduct a simple Internet search and

find the lyrics to K-pop songs translated by fans into

Arabic, French, Vietnamese and more. While new idol

groups continue to push the envelope with new concepts,

styles and sounds, it's clear that they remain true to

the foundation created by Seo Taiji and Boys, a group

that in 1992, probably never imagined that their

influence would carry K-pop across borders and oceans 20

years later.

According to Hicap (2010), the reason of the rising

popularity of K-pop in the Philippines involves

attractive young stars and their unique moves in dancing

accompanied with how they dress up which Filipino Youths

find it as a complete package.

Furthermore, most popular Korean celebrities are

belong in a bands or groups which are today’s most

known. One of them is the female group 2NE1 who’s having

a member that became famous in the Philippines before

she reached her fame in Korea. Her name is Sandara Park


which also introduced Korean culture to the Filipinos

(Hicap, 2010).

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 billions of dollars

into the country. Korea is now enjoying double boom in

economic and cultural fields (Anjaiah, 2011).

Malm (1977) claimed we Filipinos had a history of

colonization that we influenced some attitudes which we

inherit to our colonizers and also to our experienced

during the time of colonization. This experience of

Filipinos is related to the issue of choice that

Filipino Youth is experiencing with interest and very

fascinated towards popular Korean culture.Most Asian

countries have been distant from their closest

neighbours in terms of cultural understanding and

exchanges, and instead having this tendency of

connection more closely to the former colonial empires

or advanced Western countries than with neighbors

sharing borders”. In this case, because of the boom of

Hallyu throughout the world, the local government of

Gyeonggi planned to have an entertainment hub which to

be known as Hollywood. The impact of the Korean wave


has not only permeated popular culture but is also a

measure of positive lifestyle for many Filipino Youths

(Kim and Ryoo, 2007).

Now it can be told. First it was just a cultural

promotion, to cultural progression. It was first

imported to some nearby countries but it level up with

those popular culture canons. First, it was just part of

foreign canned entertainment but later on, it became a

pattern for others to patterned and patent their own

base on its influence. Korean Hallyu is another form of

civilization’s appreciation to what is new, to what is

challenging and what is progressive according to the

demands of time. The most important thing is how does

this culture became part of building not necessarily the

identity of one’s country but the way that country sees

itself to appreciate things in which others gave. The

Korean Hallyu is still in its finest. It will continue

to become part of one’s native culture till each culture

will find its benefit to each other. Korean Hallyu is

appreciated because of its aesthetic value and at the

same time because of themes that each native country can

relate. Korean Hallyu is not an illusion. It is an

absolute Cultural Revolution surviving because of the

demand of time. Yes, Korean Hallyu exists. It will


continually exist as long as there is sense of

appreciation. (Dr. MarvinR. Reyes)

According to the study that was formulated by the

4th year Students of Lorma Colleges, The rapid spread of

kpop in our country has made a great impact on our

people. More and more students in our school are being

influenced by the groove and rhythm of kpop music. Kpop

fits in our generation particularly in the 21st

generation which has already accepted the Kpop

civilization. Most schools in the Philippines has been

also conquered by the kpop music, it has ruled the

school. Kpop generation is caused by globalization

through the use of internet. That is why most of us

people are updated in the happenings in our world. And

like many other organizations in the internet,

organizations’ regarding Kpop is one of them. Facebook,

Twitter and many other are social networking cites where

group of people in favor of Kpop are present. We had

made questions concerning about what are the

psychological effects of kpop and will it affect the

academic performance in the students in our school.

Statement of the problem:

 The teenagers in Tabuk City have been

influenced by K-pop culture.


 K-pop addiction in Tabuk has been greatly

visible in different aspects of living,

particularly to the teenage students of

Tabuk. From the way they cloth, act,

socialize, even when speaking and choosing

of personal things.

Objectives:

The study aims to determine the implications of k-pop

to student’s lifestyle in Tabuk City in Different

aspects:

1. Academic performance

2. Social interaction

3. Health

4. Personal interest

5. Fashion

6. Entertainment

7. Language

8. Culture

Conceptual Framework:

The study agrees with the concepts that hallyu

(Korean wave) has been greatly influenced the student’s

lifestyle in Tabuk City towards the different aspects

such as Academic performance, Social interaction,


Health, Personal interest, Fashion, Entertainment,

Language and most especially in Culture.

According to Maddalena (April 23, 2018), a

scientist who love k-pop’s, not all k-pop fans are

obsessed. Most in fact aren’t and k-pop fans are just

fans, like metal fans. K-pop in itself is an art genre.

In fact in many regions of Asia, the popularity of k-pop

has become so extensive that authorities and nationalist

fear that it is leading to a exocentric preference for

Korean styles and ideas. And today, we witnessed the

gargantuan amount of k-pop merchandise adorning the

shelves of shops and hundred thousands of Filipino

teenagers and other adolescent individuals spending a

substantial amount of their money buying such

merchandise, purchasing their favourite stars/singers

albums not to mention concerts tickets and etc.

Hallyu in the Philippines is not just a mere

cultural phenomenon that will suddenly vanish. It shows

the identity of the Filipinos, its history as well as

its cultural weakness and strength. Korean wave might be

popular, but still it cannot escape criticisms. They say

that embracing Korean wave is setting aside Filipino

material culture. However, that holds true for some but

we can find actual benefits from it. Filipinos can learn

a lot from Hallyu – the way Koreans promote themselves


and believe in their culture that we can make our

culture in the same level as others as well as it can

further develop people to people relation.(Igno And

Cenidoza September 2016).

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).

Filipino youths are also influenced by the Korean

looks, to have a Korean look is to have a Korean

hairstyles in order to have that Korean sense of

fashion. Korean hairstyles became trend in the

Philippines today (Kapuso Mo Jessica Soho, 2010).

Kim & Ryoo wrote in 2007 publication that, Cho-han

(2003) stated that Hallyu should not be treated as a

superior among any other cultures for she examined that

it is just an impact of globalization from the west-


based globalization. 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 like 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

are presented to Korean culture (Gaya, 2013).

The Korean wave has fundamentally changed the

perception and overall national image of South Korea.

Initially, the Korean wave was merely a cultural

phenomenon to a specific region; however, the growth and

impact far exceeded expectations by influencing the

whole of Asia. Stemming from a deep-rooted ancient

heritage and a powerful cultural grip on its people,

Korea blossomed by developing in prosperity, democracy

and liberalism. Today, Korea is arguably one of the

greatest national success stories of the 20th century.

This paper sought to analyse the Korean wave and its

implications of cultural influence on neighbouring

countries. Furthermore, this study attempted to look at

the Korean wave not just as a phenomenon in its own

right, but also considered the impact of this phenomenon

on perceptions of culture and identity by comparatively

analysing U.S., Asian, and Korean news coverage. The

first conclusion was made by comparing Korea and its two


major East Asian counterparts, Japan and China. All news

coverage framed the Korean wave as commercial driven

phenomena and a victory from a nationalistic

perspective. Because these three nations each have their

own sensitive historical tie with one another, it was

interesting to make the correlation that journalists

portrayed the Korean wave in a distinct manner according

to their political, historical and economical

relationship with one another. A second conclusion was

made about how the Korean wave has contributed to

enhancing South Korea’s national image. The Asian news

frame explicitly stressed a sense of nation branding of

the Korean wave. Since the start of the national

phenomenon, the Korean government played an active role

by aiding the Korean media in publicizing Korean popular

culture around the world. This global expansion

penetrated and permeated various mediums of

communication around the world. Because of this, the

success of the Korean wave can be attributed to it being

highly publicized in the media throughout the world. A

final conclusion was made keeping in mind the framing

process and the relationship between the journalistic

news coverage and the public’s news interpretations. The

Korean wave peaked in 2005 making Korea a national

powerhouse in the Asian region. Neighbouring Asian

countries soon began to portray hostile attitudes and


growing sentiment through news coverage. This backlash

made clear the influence of cross-cultural differences

on national audiences’ interpretation of the news.

Korean news frames indicated that these growing

attitudes of discontentment made Koreans wonder whether

the sustainability of the Korean wave had caused them to

develop successive business strategies to help remedy

the backlash. It is still too early to predict the

future of the Korean wave based simply on the recent

trends in the media. As Park puts it, the Korean wave

has crossed many boundaries (e.g., territorial,

political, cultural, theoretical) and is in the process

of constructing new kinds of relations across borders

(2006). “People say that hallyu is gone. What they don’t

realize is that hallyu has now spread to become part of

people’s lives and economy. Hallyu has ultimately come

to embody the Korean lifestyle”(Kim, 2010).

Paradigm of the study

Independent variables Dependent variables

The study aims to

determine the “The Korean wave

implications of k-pop to (hallyu) Implication

student’s lifestyle in towards the student

Tabuk City in Different lifestyle in Tabuk

institutions: City”
1. Academic

performance

2. Social interaction

3. Health

4. Personal interest

5. Fashion

6. Entertainment

7. Language

8. Culture

Statement of the objectives and hypothesis:

The study will purposely look into the implications

Of (hallyu) Korean wave towards the student’ lifestyle

in Tabuk city.

Specifically it aimed:

1. To determine the implications of k-pop to student’s

lifestyle in Tabuk City in Different institutions:

a. Academic performance

a.1) the researcher sought to determine

if k-pop addiction in Tabuk city

interfere their education especially in

their academic performance.

b. Social interaction
b.1) the researcher sought to determine if

their behaviours toward the society were affected by

hallyu-korean wave.

c. Health

c.1) the researchers also sought to

determine how k-pop affects their physical and emotional

health.

d. Personal interest

d.1) the researchers sought to determine

how k-pop affects their personal interest: dreams,

likes, dislikes and actions.

e. Fashion

e.1) the researchers sought to determine

how k-pop affects their fashion and what style they most

preferred in terms of fashion.

f. Entertainment

f.1) the researchers sought to determine

how k-pop entertainment affects student’s lifestyle and

why they most preferred k-pop Entertaintment.

g. Language
g.1) the researchers sought to determine

the level of using Hangul- Korean language among the

teenagers of Tabuk city.

i. Culture

i.1) the researchers sought to determine

how k-pop culture affects our culture.

Importance/ significance of the study:

The researchers believe that the following will

benefit from the result of the study:

Students. The outcome of this study will enlighten

and enable them to see the effects of k-pop addiction to

their studies and especially to their health since they

are considered as the hope and fruit of the future, they

will be able to know how to manage and be aware of the

bad effects of being addicted to k-pop.

Parents. The study is important to them since they

are the most concerned upon protecting and guiding their

children from any harm or danger, the result of the

study will make them more aware of the effects of k-pop

addiction and to enable them to have an understanding

and background in guiding their children from being

influenced by Korean wave or hallyu.


Teachers or Instructors. The result of the study

will facilitate them to have a background of what their

students are capable of doing or addicted since they are

the key of student’s future, they will be aware of the

advantages and disadvantages of students’ addiction to

k-pop. Also, the result may signal them and make it an

inspiration for them to teach their students to be aware

of the effects of k-pop addiction.

Teenagers. The teenagers are the most beneficiaries

of this study because they are the most influenced by

Korean wave (hallyu). The result of the study will help

them to reflect what good and bad factors they will gain

from being addicted to other country’s culture, most

especially in Korean culture or the k-pop. The result

will also beneficiary to them because it might change

their insights toward k-pop.

To the future researchers. The result of the study

will benefit the future researchers, the can use it as

reference and guide for their studies.

Scope and Limitations:

The study will be a case study regarding on how

influential k-pop is to Tabukeneans teengers, most

especially to the students. Also, this study only

focuses on Korean wave (hallyu) and the respondents are


Tabukeneans teenagers and students whose ages are 13 to

19 years only. This research uses an informal survey,

interview and questionares. The researchers will not

minimise and maximise the respondents but it’s just will

be conducted within area of Tabuk. The respondents have

the right to keep their identity confidential but age

must be specifically announced and their opinions will

be optional.

Definitions of terms:

Addiction: the fact or condition of being addicted

to a particular substance, thing, or activity.

Hallyu: it means ‘Korean wave’ when literally

translated by Chinese. Korean wave has been influenced

the whole world, its popularity make its way globally.

Hypothesis: an idea or theory that is not proven

but that leads to further study or discussion. The

Assumption or concession.

Gargantuan: very large in size or amount.

Time and place:

The study will be conducted at different schools in

Tabuk City, Kalinga. Particularly in the Kalinga State

University, Saint William’s Academy, Kalinga National


High School, and Saint Tonis College Inc. on March-May

2019.

References:

Electronic:

- https://www.slideshare.net/fiecun4689/the-impact-of-k-

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p+study&oq=the+impotance+of+the+kpop+study&aqs=chrome..6

9i57.21116j0j4&sourceid=chrome&ie=UTF-8

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paper++Google+Search+www.google.com&oq=kpop+addiction+re

search+paper+Google+Search+www.google.com&aqs=chrome..69

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Acceptance of Popularity and Influence Dr. MarvinR.
Reyes San Beda College Manila, Philippines

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