An Exploration of Young Filipino Viewers' Perceptions and Behavioral Responses toward Korean Dramas

The consumption of Korean dramas (K-dramas) has become a significant media trend among Filipino youth. Their popularity and viewing preferences continually change, influenced by globalization and the expanding use of digital media platforms. This descriptive qualitative study explored the perceptions and experiences of Filipino young adults regarding K-dramas, focusing on production quality, plot and storyline, the diversity of themes, and the use of digital media. The researchers conducted Focus Group Discussions (FGDs) with 15 Filipino participants from Luzon, Visayas, and Mindanao who were specifically chosen to participate in the sessions. The researchers used transcription and thematic analysis to identify common patterns and themes in the data. The findings revealed that respondents consistently rated K-dramas highly for production quality and cultural resonance. They described the stories as imaginative, well-developed, and emotionally engaging, which kept them entertained across various series. Engagement persisted due to the versatility of Korean actors and casting choices, as well as convenient access to digital content. This accessibility allowed viewers to watch at their own pace and select content suited to their interests. Beyond entertainment, K-dramas influenced changes in viewers' media consumption patterns and lifestyle behaviors. For many participants, K-dramas served as a coping mechanism, as they described the viewing experience as comforting and healing after stressful days. Others adopted elements of Korean culture, such as food, fashion, and language, and incorporated them into their everyday lifestyles. The study also identified a shift toward personalized viewing where participants used personal devices to watch content individually rather than in communal settings. These findings suggest that K-dramas were not merely a source of entertainment but also served as a cultural and emotional tool affecting identity, livelihood, and media habits among the youth in the Philippines.