Beyond romance and exoticism: A qualitative study of K-drama consumption among Spanish viewers

This article explores the consumption of Korean dramas (K-dramas) among Spanish audiences through a qualitative methodology based on semi-structured interviews. Framed within the context of Hallyu (i.e. the Korean Wave) as a transnational cultural phenomenon, the study examines both the enjoyment factors and the sociocultural impact of K-dramas on non-Korean viewers. The findings reveal that K-dramas are valued not only for their romantic narratives and stylistic distinctiveness but also for their perceived moral clarity, aesthetic appeal and affective intensity. However, the study also uncovers ambivalent effects: from the internalization of Korean beauty standards and gender ideals to the projection of exoticized cultural fantasies. While some viewers critically engage with these narratives, others conflate fiction with cultural reality, risking symbolic fetishization. This study contributes to understanding the symbolic negotiation between media consumption, cultural desire and reflexivity in the age of soft power.