Influence of Korean Popular Culture on Filipino Millennials: An Assessment Across Food, Fashion, Entertainment, and Beauty Products

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.