Korean drama, often referred to as K-drama, is a genre of television series originating from South Korea that has gained global popularity due to its unique storytelling, cultural elements, and high production quality.

Key Insights

• Definition and Characteristics:

  • Korean dramas are often categorized into various sub-genres such as idol drama and Qiongyao drama, which are influenced by modernization, gender politics, and globalization
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  • The term 'K-drama' has evolved, with series like "Squid Game" challenging traditional frameworks and engaging global audiences through platforms like TikTok
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• Global Influence and Adaptation:

  • Korean dramas have successfully transcended national boundaries, maintaining their cultural identity while appealing to a global audience, as seen with Netflix-promoted series like "The Glory"
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  • The export of Korean dramas is significantly influenced by electronic word-of-mouth (eWOM) and the casting of famous stars, with Asian audiences being more affected by eWOM than Western audiences
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• Cultural Impact:

  • Korean dramas have a profound impact on global audiences, influencing cultural perceptions and lifestyle choices, particularly among youth in countries like Pakistan
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  • The phenomenon of Korean dramas extends to various cultural elements, including food, as seen in the rise of Korean restaurants and food stalls in countries like Indonesia, driven by the Korean Wave
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Conclusion

Korean dramas, characterized by their diverse sub-genres and cultural narratives, have achieved global popularity by adapting to international audiences while preserving their unique cultural identity. Their influence extends beyond entertainment, impacting global cultural perceptions and lifestyle choices.