CHAPTER I
THE PROBLEM AND ITS BACKGROUND
Introduction
Many People around the world have been enjoying the international flow of popular culture and purchase foreign products. Popular culture is influential to people who follows trends, and popular culture have the power on consumers' purchase intention. When popularity of Korean wave grew, interest in Korean fashion and lifestyle has also increased. This interest has increased the perception of Korean products, and cosmetics (Son, 2015).
Hallyu (Korean Wave) refers to cultural trend where people around the world are consuming Korean culture which consists of Korean movies, dramas and music (Lee, 2015).
Cultural trends and Pop culture has a huge impact to the market. Numerous researchers have proved that Hallyu has greatly increased on Korean export of their products and positively increased tourist who visits Korea (Lee, 2015)
The Chinese media coined the term “Hallyu” (Korean Wave) in the last 1990s to refer to the popularity of the Korean pop culture and entertainment in China (Do, 2012).
The K-pop invasion has entered the Philippines in the year 2000 together with Korean dramas (Koreanovelas). Korean dramas also called "Koreanovelas" here in Philippines, become a daily shows in Philippines' TV Station due to its good story, interesting plots, and attractive actor and actresses (Igno and Cenidoza, 2016). K-pop is one of the components of the Hallyu or Korean wave, it can be considered as the one greatest interest among the Filipino audience. The song “Nobody” is a song performed by the Wonder Girls, a group of female K-pop performers. The effect of this song “Nobody” was so big and tremendous that it became a nationwide phenomenon. Since then, K-pop fandom in the Philippines has grown and gives birth to the remarkable audiences in the Philippines. Since 2008, several K-pop idols have already been to the Philippines for concerts and promotions (Pacis, 2012).
Korean wave in the Philippines has grown into a subculture among Filipinos, mostly K-Pop and Korean dramas. Businesses have been growing rapidly for Korean products, and Korean stores. In addition Filipinos are also starting to appreciate Korean cuisine, with Korean restaurants booming around anywhere (Capili, Guevarra, Lipura, and Supangco, 2014).
Korean dramas, songs, and celebrities got so famous and got known in the Philippines, and fans are consuming this Korean popular culture, and Korean products and foods have become popular as well.
The ongoing growth and development of Hallyu trend in the Philippines will continue to increase its popularity in terms of foods, fashion, cosmetics, movies, dramas, and music. Particularly the Korean wave, have entered the Philippine Market, the consumption of Korean products became a new shopping trend in the people in Philippines.
With this, the researcher got interested on how the Korean Wave got so popular, this is due to the increasing popularity of the Korean dramas and K-pop around the world, and due to its popularity, Korean products, stores, and restaurants are booming in the Philippine market and with this the purpose of this study is to know the effects of Hallyu on Purchase Intention towards Korean products.
Statement of the Problem
The study is to describe the effects of Hallyu on Purchase Intention towards Korean products. Specifically, it seeks to answer the following questions:
1. How may the profile of respondents be described in terms of:
a. Age;
b. Gender;
c. Civil Status;
d. Highest educational attainment; and
e. Monthly Income?
2. How may the respondents’ perception on the factors affecting the purchase intention towards Korean products be assessed in terms of:
a. Cultural Factors;
b. Social Factors;
c. Attractiveness; and
d. Credibility?
3. How may the respondents’ purchase intentions be described?
4. Is there a significant relationship between the respondents’ profile and their perception on the factors affecting the purchase intention towards Korean products?
5. Is there a significant relationship between the respondents’ profile and their purchase intention?
6. Is there a significant relationship between the respondents’ perception on factors affecting the purchase intention towards Korean products and their purchasing intention?
Null Hypothesis
H01: There is no significant relationship between the respondents’ profile
and their perception on the factors affecting purchasing Korean products.
H02: There is no significant relationship between the respondents’ profile
and their purchasing intentions.
H03: There is no significant relationship between the respondents’
perception on the factors affecting purchase of Korean products
and their purchasing intention.
Significance of the Study
This research was conducted to know the effects of Hallyu on purchase intention towards Korean products.
The result of this study is useful and beneficial to the following:
Businesses
This research can give insights to Korean businesses to acknowledge fans as their potential consumer for their market. It can also give insights to local businesses that Korean culture, and products are now a fad in the Philippines, this can become favorable to the fans here in the Philippines who desire to buy Korean products, as they can have a lot of access to choose from. It also helps businesses to identify what factors that attract the fans to Hallyu, and can make a good strategy for their market.
Consumers
When consumers are aware and have knowledge on how they are influenced by the Korean Wave, they would thoroughly consider their decisions in purchasing whether it is the fans want or need to purchase or whether it is just the effects of today’s trend or the influence of one of the factors.
Philippine Government and Philippine Market
The Korean government plays an important role in promoting Hallyu around the world. They took consideration that Hallyu can help increase their economy and promote their country internationally by exporting their culture products like dramas, movies, music, foods, merchandises, idols having concerts around the world, and tourist who visits Korea due to their interest and likings to Hallyu. This will help the Philippine government and the Philippine market to take consideration those media industry products such as movies, dramas, and music that can be use as a tool to boost the market and economy of the Philippines internationally.
Future Researchers
The findings of this study could give support and can strengthen to the studies on the buying behavior and purchase intentions of Filipinos. It also helps to enlighten the studies of fad and craze produced by the media, and the development of fandom in the Philippines.
Scope and Delimitations
This study is about “The Effects of Hallyu on Purchase Intention Towards Korean Products”. This study also focused on describing the profile and purchase intention of respondents, and the respondents’ perception on the factors affecting the purchase intention towards Korean products. Survey was conducted via online, with “likers” on the Facebook page, ”XiaoLu’s KShoppe” as the respondents, the researcher chose them as the respondents as the “Likers” on this Facebook page are aware on the Korean Wave because, ”XiaoLu's KShoppe” , is a Facebook page and online store that offer and sells Korean products.
This study has several limitations. First even though this study had 385 respondents, all respondents are Filipinos since the sample size were taken via online through Facebook page own by a Filipino seller. Second the researcher did not include in the questionnaire what Hallyu contents interest the respondents, whether it is the movies, the dramas, or its music. Third the researcher did not include in the questionnaire what specific Hallyu products that the respondents want to purchase, like cosmetics, clothes, merchandises, food, and many more.
Definition of Terms
The following terms are defined to help understand the study.
Attractiveness – refers to the endorser characteristics that may attract the targeted audience through physical look, personality, and attractive lifestyle (Samat, et.al. 2016).
Credibility – refers to the honesty, and believability of an endorser. Trustworthiness of advertising endorser is one of the important factors to obtain the customer purchase intention (Samat, et.al. 2016).
Cultural factors – Culture, explicit or implicit, is acquired through a pattern of behavior and transmitted by images, defined by Kroeber and Kluckholn. Culture is the collective programming of a person’s mind that distinguishes an individual or set of groups from another, defined by Hofstede (Long and Quynh, 2016).
Effect – is the change, result or impact of something (Zaffiro, 2018).
Family – purchasing behavior is strongly influence by family members. Family is a very influential factor, because of the continuous contact and interaction they have, and that influence their values, attitudes and opinions (Rani, 2014).
Hallyu – which also called Korean Wave, refers to the popularity and influence of the Korean culture globally. This includes Korean dramas, music and movies (Pacis, 2012).
Purchase intention – is an individual who plans to buy a certain product, defined by Spears and Singh (Long and Quynh, 2016).
Reference groups – the purchase behaviors of consumers are link with the insight and values they get in reference group. Celebrities are an example of reference groups. These groups have a big impact on the manner how individual make their decision in their purchases and make them as a reference in their purchasing decision (NPTEL, 2012).
Social factors – are important factor that influence individual's buying decisions. This includes family, reference groups and status (Long and Quynh, 2016).
Status – the activities, clubs and organizations, people attend to is part of status. Social status is a division in a society whose members in the group share similar values, interest and behavior (Ramya and Ali,2016).
CHAPTER II
REVIEW OF RELATED LITERATURE AND STUDIES
Related Literature
Foreign Literature
The Korean wave that is led by Korean music and drama has a powerful influence on beauty and fashion around Asia (Cosmo beauty Seoul, 2016). K-Beauty trend and celebrity appearance have a great influence on consumer trends in fashion, beauty and lifestyle (Mintel, 2015).
South Korea became one of the world’s popular makeup and skin care products on the beauty markets. With its innovation and pretty packaging on its makeup products, K-Beauty has garnered popularity around the world, thus, with the popularity and influence of K-dramas, born the rise of K-Beauty around the world (The International Trade Administration, 2016).
In the year 2015, it is estimated that $7.98 billion have been accumulated in the Korean cosmetics market, and $2.58 billion exports of South Korean cosmetics. The Korean facial mask sheets, BB Cream, CC Cream, and the Cushion Foundation are a K-beauty hit item (The International Trade Administration, 2016).
Koreans are more into fair and healthy looking skin, Koreans focus and invest more in skin care products and using skincare plus cosmetics at the same time to achieve a natural look. Thus the hit of BB cream and CC cream in the Korean market (Mintel, 2015).
The cosmetic company, Amore Pacific group is the company who started working on cushions in the year 2007. And in 2014, they launched their product “Cushion” and sold 26 million of their product in its several brands like Etude House, Innisfree, Sulwhasoo, etc. (Cosmo Beauty Seoul, 2016).
The Cushion is a cosmetic product that is a combination of foundation, sunscreen, make-up base, in the form of a sponge in a compact, (The International Trade Administration, 2016). This item became so popular and the demand of the product continues to increase. This explains the global brands, including Maybelline, L’Oreal, Clinique and many more, having the Cushion Cosmetic in their line.
In the study of Cosmo beauty Seoul, (2016), have stated that Korean wave that is led by Korean music and drama has influence on beauty and fashion around Asia. And in the study of Mintel, (2015) they have stated that K-Beauty trend and celebrity appearance have a great influence on consumer trends in fashion, beauty and lifestyle. Their studies are consistent to the study as it shows that Korean wave and the attractiveness' of celebrity have an influence in the trend of consumers.
In the study of "The International Trade Administration", (2016). It shows that there are billion dollars of exports in Korean cosmetics; it also shows that the Cushion cosmetic has a high demand that the global brands, including Maybelline, L’Oreal, Clinique have the Cushion Cosmetic in their line of products. This study is consistent with the study as it shows that due to the Korean Wave, the Korean cosmetic has become very high in demand, and many people are purchasing it.
The social factor influence the person's purchase intension, it has an impact on their behavior in consuming a product, it also affects in which they pick or choose a particular product. Consumer purchase intention is influenced by family, reference groups, and social class (Ramya and Ali, 2016).This explains why the family, friend, and social group have an effect in the purchase decision of an individual.
Based on the module on NPTEL, (2012) tilted “Sociological Influences on Consumer Decision Making” it shows the different groups that influences Consumer Behavior: First the family, The family has a big impact on the way consumers make their decisions when buying a product and Family has a huge effect on the pattern and behavior in their purchase intention because of the bond they share, and their stronger socialization as a family member. Family can be the most influential factor for an individual. It helps forms the environment and socialization of an individual that shapes the individual’s personality and values (Rani, 2014).
In the research of Sung, (2016), it shows that interest in Korean movies and music increases the word of mouth communication about Korean Wave, and affects the purchase intention of buying Korean products. Thus it shows how the sharing of information and experiences can have an effect in the purchase intention of an individual.
According to the research of Lautiainen, (2015), Reference groups are the people, who have similar likes and taste in clothing, hobbies, movies, etc., they normally share and communicate about their likes and their similarities. In the article of Al-Azzam, (2014) Reference group is defined as person or group of people who influences the individual’s behavior.
Based on the module on NPTEL, (2012). Friends, Work Groups, Formal Social groups, Clubs or Organizations, Celebrities, Leaders, Sports stars, etc… Is one of the social factors that affect person’s purchase intension. Friends, nowadays influence persons purchase intension. Consumers always ask information with their friends and their other social groups and can be influenced by them in their purchases. Friends share similar qualities and lifestyle, they get along with each other that they casually discussed their likes and dislikes, their opinions and values in a particular product or subject.
Work groups, is one of the reference groups that is considered, because of the amount of hours they spend together on their office hours, they start to form groups and interact with each other (NPTEL, 2012)
Social groups, Clubs or Organizations, This include fans club, membership in a club, or any formal groups, This group has a strong factor in the purchase intention of an individual as they share a strong connection, have the same liking to something and share same hobbies, and they can talk and discussed their same liking to one another, and influence each other (NPTEL, 2012).
Celebrities, Leaders, Sports stars, etc., A reference group can also be a person or a group who an individual look up to and admire, this group have a big impact on the manner how individual make their decision in their purchases and make them as a reference in their purchasing decision (NPTEL, 2012).This shows how the Korean idols and celebrities can impact the purchase decision of a consumer.
Social class is determined by the income and other factors including wealth, education, and occupation (Taşdemir, 2014). Purchase decisions that are made by individuals are affected by the social class they belong to (Iftikhar, Hussain, Kahn, and Iiyas, 2013).
According to the journal of Ramya and Mohamed Ali, (2016) they define Social class as a division in a society whose members in the group share similar values, interest and behavior. An individual who belong to a particular group are likely to have the same lifestyle by buying and consuming the same types of products. Thus, social class determines an individual's choice, on purchasing, and consuming a product. It also influences his buying decisions, his shopping patterns and what types of stores he patronizes.
The result in the study is similar to the studies of Ramya and Ali, (2016); NPTEL, (2012); and Sung, (2016), shows that social factor influence the person's purchase intension, and consumer purchase intention is influenced by family, reference groups, and social class. In their study it shows that Family, Friends, Work Groups, Social groups, Clubs or Organizations, Celebrities, Leaders, Sports stars, etc is one of the social factor that affect person’s purchase intension.
The year 2007, The Korean pop artist, Rain was included on Time Magazine’s People’s Most Beautiful People, Rain called king of pop, have been voted in Time magazine as the most influential person (Leung, 2012). Time Magazine is an American news magazine published in New York City. Additionally In the year 2008, Rain has debuted to his first American movie, where Rain played as one of the Racer on the movie the Speed Racer. But the movie Ninja Assassin in the year 2009, which he is the main lead, had won him an award, and is the first ever Korean artist to win an MTV award (Phuong, 2018).
Not just Rain, but also Psy, have been successful worldwide With his very well-known and famous song ‘Gangnam Style’ in 2012 (Messerlin and Shin, 2013), but before Psy, It’s the Korean Girl group who made a successful debut on their famous song “Nobody”, this song made the Wonder Girls the first ever Korean group to break into Billboard's Hot 100.
Also the Girl group Girls’ Generation have been invited in the American show, The Late Show with David Letterman in the year 2012 and have performed their famous song “The Boys” to promote their new album (Truong, 2014).
BoA, who became successful internationally, In the year 2008, have debuted in the United States with her single “Eat You Up.” Then she released her English-language album, on, 2009. Additionally Boa is the first non-Japanese to have sold more than one million copies on her three albums in Japan. BoA, like Rain, was also been cast as a female main lead in the Hollywood movie COBU 3D, in 2012 (Oliquino, 2017).
Based on the website Bilboard.com, Currently this year it’s the boy group BTS, which consist of 7 members who conquered the music chart and is the first ever K-pop group to perform at the American Music Awards, the BTS bitten the history as the only K pop idols who get on the Top 10 on the Billboard 200, and they’ve set a record being the highest-charting K-pop group on the Hot 100. The group has sold out ticket in all their concerts in America, also with their success internationally, the group have been given to endorse and promotes the famous international brand, Puma, and their endorsement has been wildly successful for the company (Sebastian, 2017).
Additionally actors including Den Henney, who first had his break in the Korean drama “My Name is Kim Sam Soon”, had landed a role on the famous movie X-Men. And Actor Byung Hyun Lee, who acted in the famous Korean Drama "Iris” have landed a major role in the movies, G.I. Joe: Retaliation and Red 2 (Phuong, 2018).
According to Han, (2017) in her essay, It talks about the success of BTS internationally, with its song “DNA” that became a big hit worldwide, and being in the highest ranking in Billboard, for an Asian artist, also the group have followed the footstep of PSY, in his popular song Gangnam style, who became a hit in the year 2012. BTS is also included in the TIME, listing as the 25 Most influential People on the Internet. BTS have also been featured and performed on American shows like Jimmy Kimmel Live!, The Ellen Degeneres Show and The Late Show with James Corden. Based on the Billboard website (Trust, 2017), mentioning that the year 2017 is the year of K-pop, not only on Billboard’s charts, but also on Twitter, ranking as the number one on Twitter is the BTS who is on the number one spot as the Top 10 most tweeted-about music artists in the U.S., beating famous artist like Nicki Minaj, Harry Styles, Rihanna and many more.
BTS have been the first ever K-Pop idol who have been nominated for the Top Social Artist award in the year 2017, they were nominees together with the big name in the music industry including Justin Bieber, Selena Gomez, Ariana Grande, and many more, and BTS have just broken the history as they won the Top Social Artist award, beating Justin Bieber, who won the award 6 years straight since 2011 (Trust, 2017).
In the studies of Leung, (2012); Phuong, (2018); Shin, (2013); Truong, (2014); Oliquino, (2017); Sebastian, (2017); Han, (2017); and Trust, (2017), In their studies it shows that Korean wave have an impact in the purchase intention of consumers towards Korean products. In their studies it shows different Korean idols and celebrities who become popular internationally this include Rain, who had made movies in Hollywood and had been voted in Time magazine as the most influential person, Psy who have been successful worldwide with his very well-known and famous song ‘Gangnam Style’ in 2012, the Wonder Girls who made a successful debut on their famous song “Nobody”, and the first ever Korean group to break into Billboard's Hot 100. And this year it’s the boy group BTS, the first ever K-pop group to perform at the American Music Awards, the BTS bitten the history as the only K pop idols who get on the Top 10 on the Billboard 200, The group has sold out ticket in all their concerts in America, also with their success internationally, the group have been given to endorse and promotes the famous international brand, Puma. BTS is also included in the TIME, listing as the 25 Most influential People on the Internet.BTS have been the first ever K-Pop idol who have been nominated for the Top Social Artist award in the year 2017, they were nominees together with the big name in the music industry including Justin Bieber, Selena Gomez, Ariana Grande, and many more, and BTS have just broken the history as they won the Top Social Artist award, beating Justin Bieber, who won the award 6 years straight since 2011. Many more Korean celebrities have been internationally, and their studies is consistent with the study at it shows the increasing popularity of Korean celebrities and K-Pop.
The exposures of Korean culture, have increases the tourists visiting Korea, and increase the interest and consumption of Korean products and Korean cuisine, as well as the beauty and skincare products. Korean businesses and Korean town in New York are having growth in their sales, and attracting more consumers than ever. It is the work of Korean Wave, especially K-pop and Korean dramas that even the Korean karaoke are becoming popular in the United States (Sebastian, 2017). This shows how Korean Culture has an effect in the purchase intention towards Korean products.
The result of this study is similar to the study of (Sebastian, 2017). As it shows in his study that exposure in Korean culture have increase the interest and consumption of Korean products, Korean cuisine, Korean beauty and skincare products. And due to the popularity of Korean wave especially Korean drama and K-pop, Korean businesses and Korean town in New York have a growth in their sales.
Local Literature
“Koreanovelas" have been part of Filipinos television series” (Igno and Cenidoza, 2016), their journal is all about Understanding Hallyu in the Philippines, in their study it explains how the Korean wave start to capture the lives and interest of Filipinos, in the year 2003, the drama installment: Autumn in My heart captivates the eye of the Filipino viewers, with its popularity, came the second installment of Endless love: Winter Sonata, Filipino viewers get so addicted in the story as its very unique and different to the stories they have been watching before, with continues popularity, GMA 7, aired the Stairway to heaven, thus, ABS CBN, seeing the rise of Korean dramas, started to export dramas as well, and the rest is history in Korean dramas here in the Philippines, with continues success of dramas, like Full House, Jewel in the Palace, Jumong. Also with its vast success Filipino producer, started to remake Korean dramas such as Coffee Prince, My love from the star and Full house, thus Koreanovelas is the start of Korean wave in the Philippines.
There are tons of Korean drama remake here in the Philippines, and Filipino Versions of Korean OST are becoming more and more popular. This include the popular drama "My Girl", featuring Kim Chiu and Gerald, "Full House", Heart Evangelista and Richard Gutierrez, are the Philippines' Jessie and Justin. “Pure Love" featuring Alex Gonzaga, the Philippine version of "All About Eve” features a big star cast including Sunshine Dizon, Iza Calzado, Jean Garcia, Eula Valdez, Richard Gomez, and Mark Anthony Fernandez. Stairway To Heaven, , is one of the most hit Koreanovela in the Philippines, because of the drama’s popularity, a Philippine adaptation was made, starring Dingdong Dantes as Cholo and Rhian Ramos as Jodi. The most recent Pinoy remakes is the famous drama "My Love From The Star" which stars Jennylyn Mercardo and Gil Cuerva. And many more remakes of Korean dramas are made in the Philippines (Sunio, 2017).
In the article of Reyes, (2012) it tells us about the Korean Wave, and the Acceptance of Popularity and Influence globally. The Korean Wave has been in the television channel of China, Taiwan and Japan since 1990’s. The exporting of Korean cultural products begun with Korean dramas, then after that they extended it to popular songs, then movies thus the beginning of the growing media markets of Korea, with its success in the countries of China, Taiwan, and Japan, the export of Korean cultural products expanded to other countries such as India, Singapore, Thailand, Malaysia, Bangkok, Philippines and even the majority Mexican regions of America. It was the Korean dramas that have the biggest influence and the main attraction to the people.
In the Article of Belonio, (2017), she explains why Filipinos love K-Dramas and K-Pop music, and what’s in them and why do Filipinos get hooked to it. In her article that according to the article of M2.0, because of the fresh theme, and story plot in the Korean dramas, mainly Romance, friendship, family relationships and historical theme that the Korean dramas are so popular in the Philippines, in addition the unpredictable storyline and the plot are not recycled or repeated.
The studies of the following researcher Igno and Cenidoza, (2016); Sunio, (2017); and Belonio, (2017) have shown how the Korean wave started in the Philippines, with continues success of Korean dramas, here in the Philippines, Philippine media company started to remake Korean dramas. In the study of Reyes, (2012) he stated that the exporting of Korean cultural products begun with Korean dramas, then to popular songs, then movies thus the beginning of the growing media markets of Korea, The similarities of their studies to this study is that both studies cover the topic of popularity of Hallyu,, the difference is their studies is mainly in the Korean dramas, whereas in this study it focus on the Effect of Hallyu on purchase intention towards Korean products.
According to the article of Maranan, (2012) Korean Culture have gather the most attentions from Filipinos nowadays than the Chinese and Japanese influences before, and that is because of the continues airing of Korean dramas here in the Philippines, In addition she added that because of the attractive looks of the Korean artist and the way their idols dresses, many teenagers have adopted their way of dressing, also their songs, and the fashion sense of Korean artist and idols, contribute to the impact that Filipinos have to the Korean Culture.
Most Korean dramas that is being shown in the Philippines are Rated-G (General Patronage or for general audiences), meaning less violence and foul languages so parents are comfortable that their kids are safe to watch Korean dramas that being shown in the Philippines, and the eye catching beauty of the Korean actor and actresses, are the reasons why Filipinos get hooked to Korean dramas. Not just the Korean dramas, but Filipinos are also into Korean music, Korean groups like, Super Junior, BigBang, Wonder Girls, Girls Generation, EXO, Miss A, 2Ne1 and BTS, Fans are so into them that they are always looking forward to their idol’s concerts, and joining fan meetings, and creating fan groups for their idols. Even though Filipino fans can’t understand the lyrics, they can look it up to the internet, but because of their catchy music, upbeat music, and their choreography with singing and dancing at the same time, Filipino Fans are getting fascinated by the K-pop, and because of the support that K-pop are getting in their Filipino fans, more and more Korean idols are having their concert here in the Philippines (The Freeman, 2016).
The result of this study is similar to the studies of Maranan, (2012); and The Freeman, (2016). It shows in their study that due to the success of Korean dramas in the Philippines, Filipinos become attracted to Korean Culture, also the beauty of Korean artist, is one of the reason why Filipinos get hooked in Korean dramas, and with Korean artists attractive looks, Filipinos have been following their idols' fashion style.
In terms of Fashion, Filipinos are attracted to Korean fashion because of their flashy outfits, and unique way of dressing, according to Candy Magazine. Thus even with different language Filipinos can’t stop loving Hallyu. This explains the number of Korean artist who endorsed Philippine products, this include the Bench, clothing brand, who have Lee Min Ho (2012), Super Junior’s Lee DongHae and Siwon (2012), Nickhun of the Korean boy group 2PM (2013), and this 2017 it’s the actress Park Shin Hye. (Sison, 2017).
Also In the year 2007, Rain, who is the commercial model for the Clear Shampoo in Philippines (Meila, 2008), and this 2017, it is Sandara Park, who is very well known here in Philippines, as she is previously an actress here in the Philippines, endorses the shampoo brand, Head and Shoulders (Abby, 2017). Internationally two members of the Girl’s Generation girl group, Is one of the endorser of the famous brand Pantene (Gambe, 2016).
In the articles of Sison, (2017); Meila, (2008);Abby, (2017); and Gambe, (2016). It shows some of the Philippine brands use Korean artist or idols to endorse their products; this is consistent in the study as it shows that some of the Philippine brands trust the credibility of Korean stars to showcase their product.
In the article of Choi, (2013), She talks about the Korean Cosmetics here in the Philippines, with the brands like Etude House, Face shop, Skin Food, and many more, it shows the growing market of the Korean beauty products and how the Korean beauty embrace thoroughly by fans, take for example the Skin food, now has 14 stores in the Philippines since its first branch in the year 2006, and Etude House has 37 branches since its launching on the year 2010.
Based on the article of Bacasmas, (2017), South Korea is considered the biggest beauty market in the world, and in the year 2017, they have sold a worth of $13 billion with their cosmetics and skin care products.
On the article of Lopez, (2017) that according to South Korea government data that the Korean cosmetics alone have increase five-fold between the year 2010 to 2016, with $3.6 million in 2010 to $19.3 million in the year 2017.
The growing interest in the Korean cosmetics is because of the Korean Wave the fans are experiencing, as they are inspired in the way how the Korean artist and their idols look. And with the Korean dramas dubbed by Filipinos, Filipino gained an interest in Korean Culture, and expanded to their interest in Korean products. And it helps the Korean cosmetics brand to use a famous idol to promote their brands, like Etude House they use Sandara Park, as their endorser (Choi, 2013), and based on the article, that according to Linda L. Yu, of the Philippine Society of Cosmetic Science (PSCS) “Korean cosmetics are popular among Filipino customers who want to appear young with clean and white skin. And with their famous Korean product is the well-known BB cream, which is a skin care product and at the same time a makeup that can cover blemishes and achieve a younger looking skin.
In the studies of Bacasmas, (2017); and Lopez, (2017), it shows the popularity of Korean cosmetics around the world and Korean cosmetics have been considered as one of the biggest beauty market in the world. The results of the study is same with the study of Choi, (2013), as it shows the fast growing market of Korean beauty products in the Philippines, with many branches already existing here in the Philippines, like the Etude House, Faceshop and Skin Food. In her study it shows that the growing popularity of Korean Wave in the Philippines especially Korean Drama, have been the reason why Filipinos have taken interest in the Korean Culture, and get inspired the way the Korean star looks, that they gained an interest in Korean beauty products.
Many Korean restaurants have popped up all over the places in Philippines, way before all these Korean restaurants were put up, Korean food was already introduced to Filipinos like supermarkets, convenience stores and groceries. The famous Korean food Kimchi, Bibimbap, and many more have become a sensational food here in the Philippines. For dessert, it's South Korea's famous Melona, these famous ice cream can found almost anywhere in the stores In terms of Beauty and Fashion, together with the fascination for Korean stars is the desire to have a unique hairstyles and flawless complexion, thus many stores like Korean salons, cosmetics and other fashion and beauty items start booming in the Philippines. Some of the famous stores that became so popular here in the Philippines are Tony& Jackey and Park Jun, and beauty stores like The Face Shop, Nature Republic, and Etude House, which are all endorsed by Korea's top celebrities Also many online shops have been booming in the Philippines selling clothing, accessories and merchandises straight from Korea (The List: 6 signs that PH is turning Korean, 2012).
In the article of Marci, (2014), He talks about that the influence of the Korean music, dramas and food to Filipinos, restaurants are popping everywhere, which he talks and gives recommendations on the famous Korean restaurant around Makati and Metro manila. Because of Hallyu, Korean restaurants have been multiplied in Metro Manila and other cities in the Philippines (Joven, 2015).
Mostly here in Pampanga, Korean restaurants are everywhere, Korean restaurants offering unlimited Samgyupsal to grocery stores that offers different Korean foods, also here in Pampanga is the famous Korean town, which many restaurants and grocery stores can be seen (Klein, 2015).
In the studies of Marci, (2014); Joven, (2015); The List: 6 signs that PH is turning Korean, (2012); and Klein, (2015) it shows that due to the influence of Korean Wave, the growing number of Korean stores and restaurants here in the Philippines are increasing and not just fans but many Filipinos are loving the unique foods of the Koreans, especially the famous Samgyupsal and Ramyun. The results of their study is consistent to the study as it show how consumers trust the Korean products in the Philippine market this is due to the number of Korean restaurants and stores in the Philippines it shows that many consumers are buying and consuming it.
Related Studies