• The Research Journal of the Costume Culture
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• v.18 no.6
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• pp.1090-1111
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• 2010

Thanks to both developments in various media such as the internet and TV and China's economic growth, the fashion market in China has gain a lot of attention by global businesses as a newly-raised spending market. Fashion companies in Korea have entered into the china since the late 1990s. For them to get competitive edges, they have to differentiate their brand by creating new design based on the culture becoming mega-trend in fashion market. So in this research, I try to create fashion designs based on Hallyu Stars' fashion styles and images, who come on as a new culture code in China and other Asian. For this, I conducted theological consideration on what the Hallyu is, and looked into fashion styles in soft dramas which 5 Hallyu Stars started in and street fashion in Shanghai in China. Based on the outcomes of analysis, I figured out those star's fashion style and created products targeting young generation born after 1980s in China. The conclusion of this study is as follows. Firstly, the very definition of Hallyu which can be described as a phenomenon in which Korean movies, soap operas, and pop music have become immensely popular throughout Asia.has been expanding to signify the proliferation of Korean culture as a whole. Secondly, having selected the 5 female stars representing Hallyu, we were able to analyze and categorize their fashion styles on the basis of their music videos, movies, and soap-operas. Thirdly, In order to explore the level of influence of Hallyu fashion industry, we studied the street fashion of Shanghai The result was that we could observe both the slim and feminine cool casual style and the cute and affectionate pretty casual style simultaneously.

• Journal of the Korea Fashion and Costume Design Association
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• v.15 no.2
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• pp.65-75
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• 2013

As a typical subculture, Goth exercises influence on our culture in broad areas. Features of Gothic style, such as dark aesthetics, images of death and fear, and erotic horrification, emerged as attractive themes to contemporary fashion designs. Based on the dark attraction of black color, Goth fashion creates mysterious and fantastic atmosphere as well as grotesque and horrifying mood. 'Hallyu' or Korean wave is a term to describe the phenomenon of fervently loving Korean popular culture. As the fast spreading Hallyu is strongly engraved through the visually conspicuous fashion, we can say that fashion plays important role in diffusing Hallyu. In addition, a number of analyses and researches on the Hallyu, including K-pop, have been conducted, while concentrating keen interest in fashion of Hallyu K-pop stars. Accordingly, this study is designed to examine relations between fashion of K-pop stars and Goth fashion after analyzing features of Hallyu and K-pop and contemplating Goth fashion. Namely, this study will analyze various Goth images shown in K-pop fashion, which is the core of Hallyu, and identify aesthetic features of Goth shown in the fashion of K-pop stars. An investigation and analysis of the Goth images shown in the fashion of K-pop stars identifies the following features : a black aesthetic, eroticism, defiance, reversal of gender identity, and mystery.

• The Journal of the Korea Contents Association
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• v.16 no.4
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• pp.153-169
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• 2016

This study aims to understand the background and characteristics of receiving Hallyu based on the cognitions and attitudes toward Korea and Korean culture in the Philippines. With the background of Business Hallyu and Cultural Hallyu between the two countries, this study conducted the Focus Group Discussion(FGI) research, literature research and analyzed the statistical resources. The economic and cultural exchanges between Korea and the Philippines have been increased by the effect of Hallyu, but the socio-cultural conflicts, such as Kopino issue, crimes related to Koreans have been also grown. Thus, the Hallyu research focused on the Philippines is necessary, and it will be a cruical variable to forecast the socio-cultural relationship between Korea and the Philippines. The FGI research recruited participants in both undergraduates in the Phillippines and the Filippino migrants in Korea. The FGI participants of each group shows the differences of cognitions, attitudes, and actions to consume Hallyu, and the participants of both groups agrees that experiences of contacting Koreans influence on understanding Korea and its culture. The FGI participants have tried to watching Korean dramas, learning Korean languages, and building relationships with Koreans in order to adjust Korean culture. In order to improve the relations between Korea and the Philipines, Hallyu needs to promote its values as the unique culture and also universal culture in the world. Korea should increase understanding of the Filippino culture to overcome cultural differences and make efforts on localize the Hallyu 3.0 in the Phillippines.

• Journal of Internet Computing and Services
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• v.18 no.2
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• pp.87-96
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• 2017

Since SNS has gained its popularity as the means of diffusion of Hallyu, this study aims to examine the relationships between SNS use and Hallyu. In particular, this study explored how the use of SNS as a tool for obtaining information about Korean entertainment influence Chinese attitude toward Hallyu and Hallyu contents In doing so, the study conducted the case of Sina Weibo, the most leading SNS in China. The survey questionnaire was administrated to college students who use Sina Weibo in China. Two hundreds forty one surveys were included in the final analysis. The result indicated that Sina Weibo use is strong predictor influencing attitude toward Hallyu and Hallyu contents. The more students use Sina Weibo to get Korean entertainment information the more they have positive attitude toward Hallyu contents and acceptance of Hallyu in their life. In addition, the study found that attitude toward Hallyu(in terms of acceptability) depends on the level of activity in the Sina Weibo among college students in China. In other words, the passive users (e.g. lurking) are more likely to adopt Hallyu rather than active users (e.g. people who are more likely to retweet Korean entertainment information on Sina Weibo or click 'like). Based on these findings the implications, limitations and directions for future studies are discussed.

• International journal of advanced smart convergence
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• v.9 no.3
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• pp.105-117
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• 2020

The "New Korean Wave" (Shin Hallyu) phenomenon, which is represented by the global popularity of BTS and director Bong Joon-ho's film "Parasite," is making the world excited. The influence of the Korean Wave is not only on politics, society, and culture, but it also has considerable economic ripple effects. We applied individual in-depth interviews with seven media and marketing experts in China to assess the changes in the impact of Korean cultural content (i.e., Hallyu content) and examine the possibility of marketing for Korean small and medium-sized enterprises (SMEs) products using Hallyu content. Considering its massive market potential, China is still an attractive target for Korean companies and is of even greater importance to SMEs, which are highly dependent on exports and lacking marketing budgets as well as a professional workforce. Korean businesses and the economy at large would get a real boost if they could penetrate the Chinese market by utilizing the strength of Hallyu content. Based on the results of the in-depth interviews, the conclusion of our study suggests the direction of advertising strategy on how Korean products can attract the minds of Chinese consumers by utilizing the Shin Hallyu. This research is a practical study that diagnoses the reality of the Korean Wave in China objectively and has excellent practical implications as it proposes methods of how SMEs should use Hallyu for their marketing strategies.

• Korean journal of communication and information
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• v.65
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• pp.51-75
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• 2014

This study aims to examine how the usage of K-POP and Korean TV dramas influence Chinese attitude toward Korea and Hallyu as K-POP has gained its popularity all over the world. The result indicated that 'gender', 'duration of watching Korean TV drama, 'the evaluation of Korean TV dramas', 'duration of listening K-POP and 'evaluation of K-POP' are strong predictors influencing attitude toward Korea among Chinese people. On the other hand, in relation to Hallyu, demographic factors are not appeared as the predictors, however, duration of watching Korean TV dramas, 'the evaluation of Korea TV dramas' and 'evaluation of K-POP' have been shown to influence the attitude toward Hallyu in a positive way. As the practical implication this result suggests that content, either Drama or K-POP, has more importance to appeal global audience rather than famous star has. Furthermore, when variables such as watching Korea TV dramas and evaluation of Korea TV drama have been controlled, 'evaluation of K-POP' appeared as a strong predictor to influence attitude of Korea and Hallyu in a positive way. This result indicates that the main content of Hallyu in China has shifted from Korean Dram to K-POP as the New Hallyu has been coming.

• The Journal of the Korea Contents Association
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• v.17 no.8
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• pp.312-324
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• 2017

This study examined how German newspapers and magazines report Korean mass culture, specifically what content on Hallyu (Korean wave) was present and what news frames were used. External characteristics, the content attributes, report trend, and news frames on Hallyu in the German media were analyzed. According to the results, German media from 2009 to 2014 reported the least about Korean wave with only a total of 78 articles. The greatest amount of articles occurred in 2012 when by PSY was a global success. The most common Korean wave articles focused on film and K-pop, but not drama. Hallyu news showed mostly a positive trend. Additionally, a thematic frame was used. Content revealed that a culturally interesting frame was most common. In order to improve the Korea image in Germany, it is proposed that 'the mediated Culture PR' be adapted to German media.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.7
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• pp.714-726
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• 2012

The Korean wave 'Hallyu' has proliferated in China and the trend is remarkable especially in wedding photography. Korean style wedding photography has gained wide popularity among newly married Chinese couples because it is regarded as fresh and trendy. Accordingly, there is an urgent need to develop and supply dress designs for Chinese brides who want Korean style wedding photography. This study outlined the current status of Hallyu and wedding photography in China in order to analyze dresses for wedding photography. Chinese brides were analyzed to outline the features of preferred designs. The dresses preferred by Chinese brides for wedding photography included wedding dresses, evening dresses, and casuals (respectively), and partly featured traditional dresses. The preferred design elements for wedding dresses and evening dresses were ball gown silhouettes, strapless necklines, and gather detail. As for the casuals preferred by Chinese brides, the romantic style was most preferred and the skirts, dresses, T-shirts and blouse items were preferred for the romantic style. Through the analysis, dress designs for Chinese brides who want Korean style wedding photography were developed to reflect Hallyu content as well as 2012 S/S fashion trends for wedding dresses, evening dresses, and casuals. Currently Korean style wedding photography is gaining popularity in China and Hallyu content is considered a fresh and competitive item that may strongly appeal to Chinese consumers. This study focused on the development of designs for wedding photography dresses with Hallyu related content and is to be used as a reference for the development of Hallyu related wedding products as well as the proliferation of Hallyu.

• The Journal of the Convergence on Culture Technology
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• v.8 no.3
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• pp.367-375
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• 2022

Given the growing changes in media environment and cultural consumption, globally popular contents of Korean Wave(Hallyu) has also been transformed in its forms and genres. Moreover, extant research on Hallyu has focused on any single respective genre, mostly on East-Asian countries, or studied from Korea-centered perspective. This study examined the social capital effect of Korean Wave in users' own counties, especially in non-English European societies. Survey analysis results reveal that both narrative and non-narrative contents in Hallyu had negative impact on social trust and trust toward people of their own country, whereas positive effect on trust toward Koreans. In contrast, K-pop Hallyu showed positive effect on all types of social trust toward their own country and Koreans, as well as on social participation and bridging/bonding social networks.

• The Journal of Asian Finance, Economics and Business
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• v.5 no.3
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• pp.81-93
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• 2018

This study developed and tested the impact of hallyu 4.0, social media, and consumer ethnocentrism on the decision to purchase Korean products of Generation C in Vietnam. Both qualitative and quantitative methodologies were utilized in this study. Qualitative research was first carried out with in-depth interview, conducted to derive measurement items for the interested constructs. Quantitative research used cross-sectional field design by pilot study and official study. The model was tested and developed using data collected by questionnaires, from a sample of 575 respondents, by both electronic and paper surveys with non-probability and convenience sampling techniques. SPSS 20 and AMOS 20 software were employed to analyze the data. The results of structural equation modeling showed that hallyu 4.0, social media, and consumer ethnocentrism influenced the intermediates variables: subject norms, trust, attitude and behavioral intention and influenced purchase decision. The hallyu 4.0, social media, and consumer ethnocentrism are independent variables. They impact purchase decision through mediating variables such as trust, subjective norms, attitude and behavioral intention. Social media influences not only to trust but also to subjective norms. Subjective norms influence on purchase decision. This study also discovers an interesting fact that trust and attitude variables have an impact on behavioral intention and purchase decision.