Seoul to Soul: Perceived Influence of Korean TV Dramas in the Purchase Intentions of Korean Food

Abstract

Owing to the Hallyu wave's extensive global influence, this study investigates the extent of K-drama's influence on viewers' purchase intentions of Korean food. The study was conducted by surveying 110 college students in the National Capital Region in the Philippines. These students were selected as respondents because of their exposure to K-dramas and the availability of Korean food in the area. The results were analyzed using descriptive statistics and were evaluated using Elmo Lewis' AIDA Model. The success of the study depended on the use of various nominal extents, including consumption, preference, and purchase intention of Korean food.

Based on the evidence from the reviews and data collected, this study demonstrates the consumption of Korean food among viewers is positively influenced by K-dramas on Netflix. It argues that the likelihood of purchasing Korean food products is significantly correlated with how frequently people watch Korean dramas. Hence, this research makes a strong case for the influence of the Hallyu wave and the contribution of K-dramas to the promotion of Korean food consumption.