From Expat to Influencer: How Korean Migrants Are Shaping the Hallyu Phenomenon in the Philippines

[UPKRC x VSB Brownbag Session] From Expat to Influencer: How Korean Migrants Are Shaping the Hallyu Phenomenon in the Philippines
Speaker: Rose Carmelle Lacuata (Department of History, College of Liberal Arts, De La Salle University-Manila)

Date & Time: 7 April Monday 10-11:30AM
Venue: Room 309, Cesar E.A. Virata School of Business, UP Diliman

Abstract:
Koreans have migrated to the Philippines for different purposes, from education, to jobs, businesses and even for missionary activities. Over time, their presence in the Philippines has also impacted the country in different ways, especially with the continued popularity of Korean culture, popularly known as hallyu.

From movies, dramas and music, other aspects of Korean culture have slowly become more familiar to Filipinos, also thanks to the Korean community in the country. With the popularity and accessibility of social media, some Korean expatriates in the Philippines have started to use the platform not only to share their appreciation for Filipino culture, but also to share Korean culture from their perspective. Soon, these Philippine-based Korean influencers have gained a significant following and have also established their own brand.

By looking at these Korean celebrities as human brands, the study aims to look at how their social media presence has made Korean culture more accessible and more familiar to Filipinos, especially for those who originally only know about Korea through K-dramas and K-pop.
This event is on-site and open to the public.

Source: UP Korea Research Center Facebook