Sam Pack – ‘If It’s Korean, It Must Be Good’- The Nation Branding of South Korean Popular Culture in the Philippines – Pages 85-101

Abstract
Filipinos are avid consumers of exported South Korean media products. Teenagers and young adults know the lyrics and dance moves of their favorite K-Pop performers while older viewers are engrossed in the weekly Korean television dramas (known in the Philippines as ‘Koreanovelas’). There exists, however, a fundamental disconnect between the idealised images disseminated in the media and ...