Korean Cultural Proximity towards Asian Audiences

Julina Tajul Ariffin; Aisyah Mohd Yasim; Mohamed Izzat Mohamed Khalil; Kenchana Wati Md Yusof

doi:10.21834/e-bpj.v10iSI29.6908

Authors

Julina Tajul Ariffin Universiti Teknologi Mara, UiTM, Shah Alam, Malaysia
Aisyah Mohd Yasim Universiti Teknologi Mara, UiTM, Shah Alam, Malaysia
Mohamed Izzat Mohamed Khalil Universiti Teknologi Mara, UiTM, Shah Alam, Malaysia
Kenchana Wati Md Yusof Universiti Teknologi Mara, UiTM, Shah Alam, Malaysia

DOI:

https://doi.org/10.21834/e-bpj.v10iSI29.6908

Keywords:

Korean Dramas, Cultural Proximity, Asian Audiences, Cultural Identity

Abstract

This study examines the appeal of Korean dramas among Asian audiences, focusing on Korean cultural proximity's role in shaping viewer preferences. It explores how themes like family values, love, and perseverance resonate across various Asian countries, including Malaysia. Through qualitative interviews with Korean media participants and Malaysian industry experts, the research reveals how Korean dramas harmonize traditional and modern values, aligning with shared Asian sensibilities. The findings suggest that the success of Korean dramas lies in their ability to evoke familiarity and nostalgia, transcending regional boundaries while maintaining a distinct cultural identity.

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