Current Volume 6
Korean popular music's (K-pop) global expansion, the Korean Wave, reflects a shift of cultural globalization away from Western centers, fueled by the metamorphosis of cultural institutions and multimedia industries by K-pop’s aesthetic presence in different regions, including the Philippines. This study adopts a quantitative-correlational design wherein the variables presented in the conceptual framework are used to establish a correlation between K-pop’s aesthetic presence in the Philippines’ multimedia industry and various consumer outcomes. The multimedia presence of K-pop was assessed in metro Manila through a structured questionnaire. We reveal that the K-pop aesthetic presence is well-established in the Filipino multimedia industry due to its relative uniqueness in tv appearances, music videos, and entertainment branding compared to traditional multimedia. As a result, the multimedia presentation of Korean popular culture is accepted by K-pop fandom in the Philippines.
Korean, Aesthetic, Multimedia , Cultural, Globalization
Skye Justine Miguel Miguel , John Xavier Chavez "The Korean Wave: A Quantitative Study On K-Pop’s Aesthetic Presence in the Philippines Multimedia Industry" Iconic Research And Engineering Journals Volume 6 Issue 11 2023 Page 123-134
Skye Justine Miguel Miguel , John Xavier Chavez "The Korean Wave: A Quantitative Study On K-Pop’s Aesthetic Presence in the Philippines Multimedia Industry" Iconic Research And Engineering Journals, 6(11)