NUR KHALEEDA BINTI MOHD YUSRI 2019119391 MC730A KOREAN WAVE: THE IMPACT OF CULTURAL GLOBALIZATION TOWARDS MALAYSIAN CULTURE 3. LITERATURE REVIEW 3.1 Cultural Globalization 3.2 Korean Wave (Hallyu) in Malaysia The Korean Wave or ‘Hallyu’ refers to cultural dissemination from South Korea to all around the world. It was started at China in mid-1999 by a Beijing journalist who was surprised by the growing popularity of Korean entertainment and culture in China. Korean Wave or Hallyu is a term given to spread Korean pop culture (K-pop and K-drama) globally. This cultural wave has triggered many Malaysians, enables us to learn Korean language and culture. The first breakthrough that has started Korean Wave in this country was when a serial drama, Winter Sonata in 2002 was so well received in Japan, China, Taiwan and ASEAN countries such as Malaysia. Since then, the term Korean Wave or ‘Hallyu’ has come up in Malaysia. There a lot of factors that contribute to the successful of Hallyu in this country. Korean popular culture was creatively combines western and Asian values to produce one Korea’s leading culture and economic model to be followed by people from other countries. Malaysians now can already accept Korean cuisine such as kimchi, ramen, bibimpap and many more, some even make these food as staple food in Malaysia. Besides that, Korean drama (K-drama) always portrays their Korean artists with slim body and handsome face. Their great face expression in the dramas has a profound effect on audiences. Asian teenagers, specifically Malaysians often followed Korean dressing style that fits the culture and atmosphere of four seasons in Korea. It is not too much to be said NUR KHALEEDA BINTI MOHD YUSRI 2019119391 MC730A KOREAN WAVE: THE IMPACT OF CULTURAL GLOBALIZATION TOWARDS MALAYSIAN CULTURE that Korean fashion such as shoes, clothes or even facial skincare has become a popular trend across the Asia (Hashimah and Zaharani, 2016). This phenomenon can be clearly seen in the Seoul City that has so many fashion shops, beauty and aesthetic shops or even plastic surgery services which is a common thing in the country. It is frenzy among Koreans that some parents offer plastic surgery service as a birthday gift to their children especially the girls as young as 16! 3.3 The Impact of Korean Wave to Malaysian Society Korean Wave brings many impacts towards Malaysia’s culture especially Malaysian young generation. It shapes our views and perception in so many aspects such as our lifestyle, our taste and preferences in movies and songs, and even food. The concentration of media consumption by the youngsters also indirectly sets some bar in beauty standards in Malaysia. Many of them expect to have slim and skinny body shape, flawless skin, and perfect facial feature when it is actually all about money and genetics. Hence, this wave brings both good and bad effects towards Malaysian society. That is how powerful Korean Wave’s effect to us. It is good through this kind of cultural globalization, we are able to learn and eventually adapt to other culture from other country which in this context, Korean culture. Cultural diversity in Malaysia which encompasses different culture from different race such as Malays, Chinese, Indians and other small group of minority allow us to experience and grow with different kind of food. As a small kid in Malaysia, we grow up with the tradition of eating nasi lemak or roti canai during our breakfast, having to taste NUR KHALEEDA BINTI MOHD YUSRI 2019119391 MC730A KOREAN WAVE: THE IMPACT OF CULTURAL GLOBALIZATION TOWARDS MALAYSIAN CULTURE kuih bulan during Chinese festival and many more. However, in order to adapt to the everchanging globalization process, we are becoming more open to various culture and way of life of other people in other countries. Today, Malaysians can accept Korean cuisine such as kimchi, bibimpap, ramen, the famous Korean spicy chicken and many more. Maybe in the last 10 or 15 years, our “Malaysian” throat may not have been able to accept these kind of food. However, it becomes something possible as with globalization process, we have become more adaptable to accept the presence of the food from Korean culture. Korean Wave also gives a variety and distinct choice of entertainment to Malaysians. Malays TV drama are good, but if we want to change our taste in TV drama, we can opt for K-drama. Lee (2004), Cho (2005), Kim and Ryoo (2007), Tunstall (2008) and Ju (2010) highlighted that such drama has become the most preferred media genre amongst many television viewers, even in South Korea itself. Their less expensive market price is one of the factors that make Korean drama successful and become choice of many drama lovers in Malaysia. It offers different option of entertainment; movies and songs. Catchy and energetic genre of Korean music has attract many Malaysian’s heart and interest. Indirectly, it has creates an opportunity for Malaysians to learn Korean language and ‘hangul’ (Korean writing) by watching K-drama or listening to K-pop songs. Besides that, Korean Wave also has changes our original beauty standards and meanings from the perception where it is okay for us to have medium skin tone to expectation to have light and fair skin tone just like Korean celebrities. Korean beauty NUR KHALEEDA BINTI MOHD YUSRI 2019119391 MC730A KOREAN WAVE: THE IMPACT OF CULTURAL GLOBALIZATION TOWARDS MALAYSIAN CULTURE standards. It becomes an obsession to certain Malaysians especially the youngsters who are so easily to get influenced by what they learn from the media. They become obsess to get fair and flawless skin, skinny body, and even some of them tried to adapt with Korean makeup look to achieve chic ‘kawaii’ look as their favourite Korean celebrities. Later, hundreds of Ringgit are wasted as they are willing to invest money to buy Korean beauty product in hope that they can be beautiful as their idol. This might be one of the challenges of bringing Korean culture into our country.
