Hallyu Illusions: K-Dramas, Soft Power, and the Global Gaze

The global popularity of K-dramas has significantly influenced international perceptions of South Korea, contributing to the expansion of Hallyu (the Korean Wave) and the nation’s cultural soft power (Sunyogita, 2024). Since 2010, K-dramas have presented an idealized version of Korean society, often emphasizing wealth, romance, and beauty while downplaying social and economic struggles. For example, series like What’s Wrong with Secretary Kim? (Jung & Park, 2018) and Boys Over Flowers (Yoon & Jeon, 2009) reinforce traditional gender roles and portray an aspirational, yet sometimes unrealistic, vision of South Korean life. The portrayal of male protagonists in these dramas reflects evolving notions of Asian masculinity, balancing emotional vulnerability with patriarchal dominance (The Rise of K-Dramas, 2020). K-dramas also function as a medium for cross-cultural exchange, shaping international audiences’ perceptions of Korean social norms, gender expectations, and beauty standards (Beyond the ‘Hallyuwood’, 2023). The emphasis on fair skin, slim bodies, and luxury lifestyles reinforces rigid societal expectations, contributing to increased interest in South Korean beauty trends and cosmetic procedures. Furthermore, K-dramas serve as a tool for South Korea’s soft power strategy, strategically crafting an attractive national image that boosts tourism, cultural exports, and economic influence (Sunyogita, 2024). This study critically examines the intersection of media, masculinity, and cultural diplomacy in K-dramas, highlighting their role in both reinforcing and challenging social norms. Understanding how K-dramas shape global perceptions allows for a more nuanced analysis of their impact, urging audiences to engage with these narratives critically rather than passively consuming an idealized vision of South Korea.