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September 10, 2025Environment-Behaviour Proceedings Journal

Korean Cultural Proximity towards Asian Audiences

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Authors

JAJulina Tajul AriffinAYAisyah Mohd YasimMKMohamed Izzat Mohamed Khalil

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Overview

Qualitative interviews reveal how cultural proximity shapes viewer preferences in multiple Asian countries.

Key Points

  • Korean dramas evoke familiarity and nostalgia, resonating deeply with Asian audiences across cultural divides.
  • Key themes like family values and love are particularly impactful, engaging viewers from countries such as Malaysia.
  • The research used qualitative interviews with industry experts to uncover the balance between traditional and modern values.
  • Findings emphasize that the success of Korean dramas stems from their unique cultural identity amid shared Asian sensibilities.

Cite This Study

Ariffin et al. (2025) studied this question.

synapsesocial.com/papers/68c1a5eb54b1d3bfb60df69bhttps://doi.org/10.21834/e-bpj.v10isi29.6908
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