Annyeonghaseyo, Naadik ako sayo: ‘’THE EMBRACEMENT OF FILIPINO

MILLENNIALS TO K-POP PHENOMENON’’

A Research Proposal

Presented to

Faculty of Senior High School

Our Lady of Fatima University

In Partial Fulfillment of the

Requirements for

Practical-Research 1

Batistil, Elyn T.

Landicho, Angelo John Y.

Merano, Maria Rosario I.

Montemayor, Marai Lacky Marie

Sabenorio, Clea Mae N.

Saronias, Rodalyn R.

Villademosa, Shan Erica S.

Ma. Daniela Anne B. Samaniego, RPm

March 27
1.0 Introduction

South Korea has come a long way in making its own mark in the world, K-pop for
short is a genre of music characterized by a wide variety of audiovisual element. While the
modern form of K-pop can traced back to the 90’s, the terms itself has been popularized
since the 2000’s, replacing the term Gayo , which also refers to domestic pop music in
South Korea. K-pop in recent years become a global fad, captivating youth all around the
world regardless of linguistic differences. K-pop is an ever adapting media movement that
has already proven its worth both in numbers and in bringing borders between citizens
across the globe and especially Filipino netizens? Since modern Korean pop music took
shape in the early 90’s, the Hallyu, Korean culture wave or Hallyu Wave, which represents
all of Korean pop culture: the music, the dramas, the beauty/skincare, the food, the
traditional clothing, the importance of family and respect, and the history behind this
beautiful country has been steadily building into a global phenomenon. Fans of BIGBANG,
EXO, and Girls’ Generation are now found all over the world, alongside legions of K-
drama TV junkies and Korean film devotees. The roots of Korean popular music can be
traced all the way back to 1885, when a missionary named Henry Appenzeller began to
teach American and British folk songs to schoolchildren, replacing the original English
lyrics with Korean ones. These songs, known as changga, were collected and banned by
the Japanese during their rule of Korea from 1910 to 1945, as the lyrics of many changga
denounced Korea’s colonial oppressors. K-pop is a very broad term for music and culture
that is based around the Korean language. They are usually based in Korea even though
many artists are from other countries such as China and Thailand. In 1995, the K-pop idol
act creation system began when singer and entrepreneur Lee Soo Man founded S.M.
Entertainment, Co., the first and largest Korean talent agency. Other agencies, such as Big
Hit Entertainment, YG Entertainment and JYP Entertainment, soon popped up, creating
and producing girl and boy bands by the dozen. Most K-pop groups form through
companies. Each idol goes through a trainee period where they train and prepare for debut.
You're favorite member of a group is called your bias and if you like a group enough to
join their fandom it's called stunning a group. You will probably hear the term UB or
ultimate bias used a lot. This means you're absolute, above all group/person that you Stan.
Each group is unique and they tend to change their style/theme very often. There are tons
of amazing artists in the K-pop genre, however it's all up to your personal taste.

Researchers conducted about why Filipinos embraced K-pop so much, young people
in today’s generation like the Korean culture they also imitate the way they dress (ex.
hanbok, denim skirt), how they nourish their skin how they act, do aegyo (being cute or act
like a cutie). Today’s generation Korean culture is already being discussed and its one of
the subject of college wherein K-pop phenomena can must be determine and popular to the
others.

''I'm not a Korean!!! This is probably the number one problem of most Pilipino fans:
language barrier. Unless you have friends who are fluent in Korean and will actually take
time to translate exclusively for you, then life would be easy! Unfortunately, not everyone
has a friend as selfless as that (does that person even exist?) and Google Translate, so far,
hasn’t been a good friend either.

The main objective of this study to know whether the Korean culture affected student’s
life style to identify how did K-pop affected their own respective lives and also to analyze
the factors that influence K-pop phenomena among student on how did K-pop influence
them, is it in a good or bad way.

The parents, they will be an eye opener to their children in the way of encouraging them
and discipline them of what is right and wrong and they can also help them to manipulate
and handle their selves in addiction. Students, they will be more aware of how much they
addicted to K-pop and to make them more time consuming in all things such as studying,
family, friends and etc. Respondents they will help us to seek more for our research and
also they become aware of what they doing. K-pop Idols they will become inspiration to
people and motivation. The local government will help the people to use our own products.
2.0 Conceptual Framework

Figure 1.0 Concept Map of this study

 K-pop Phenomena is the increase in global popularity of South Korean

culture since the 1990s. First driven by the spread of K-dramas and K-pop
across East, South and Southeast Asia during its initial stages, the Korean
Wave evolved from a regional development into a global phenomenon,
carried by the Internet and social media and the proliferation of K-pop
music videos on YouTube.

 The youth are the one who are most influenced by the Korean Pop and one
of those are the Filipino Youth. The next generation today is different and
 they are easily captured to the things around them. Their youth are exposed
to the different kinds and genres of music, television, dramas and even the
way they speak becoming obsessed in K-pop Phenomenon.

 The popularity of Korean culture really contributed a lot in the country of

South Korea regarding on the rising of their economy because of TV
dramas, films and music that attract tourists that becomes just like a domino
effect. These tourists bring billions of dollars into the country. Korea is now
enjoying double boom in economic and cultural fields (Anjaiah, 2011).

2.1 Statement of the Problem

Research Question #1: What are the factors that led the respondents to be a K-pop fan?

Research Question #2: How does being a K-pop fan affect the respondents? Nationalism?

Research Question #3: What are the disadvantages of being engaged to Korean Culture of
the respondents?

Research Question #4: What are the advantages of being engaged to Korean Culture of the
respondents?

Research Question #5: What are the effects of being a K-pop fan on how they deal with
other people?
3.0 Research Methodology

3.1 Research Design

The Researchers used the qualitative approach to understand the different factors that
affects the daily lives for those who idolized the Korean pop or K pop in short called K-
pop fan. It utilized focus to interview the respondents on how they manage and why they
consuming their time, money and etc. on supporting their Korean idols. This study
emphasizes on their patterns of consuming Korean music & videos and also to the ways
and reason of the fans consumption.
Researchers chose the Phenomenological design because it is an approach that focuses
on the commonality within a particular group and may construct the universal meaning of
the event, situation or experience and arrive at a more profound understanding of the
phenomena.

3.2 Research Locale

The respondent informants of this study came from Our Lady of Fatima University,
Quezon City. There were 35 million fans all over the world but the researchers decided to
find the participants in Our Lady of Fatima University who supports K-pop phenomena
because it is more accessible given that the researchers came from the same school. Hence,
it will be less hassle, less expensive, and time efficient.

3.3 Key Informant Selection

A non-probability technique will establish in this study particularly the purposive and
snowball technique. According to Ashley Crossman (2018). A purposive sample is a non-
probability sample that is selected based on characteristics of a population and the objective
of the study. Purposive sampling is also known as judgmental, selective, or subjective
sampling.
Researchers selected ten participants to answer some questions that researchers prepare,
the respondents serve as informants of this study who happens to have met the following
criteria, First, the participants should be a fan who have those things from their idols like
merchandise or things about their idol, Second, the informants should experience those
things that can happen to fans, like, consuming time by watching videos and spending
money to buy tickets for concert or fan meetings, Third, respondents should know how to
say some Korean language like “Annyeong”,”kamsahamnida” and ”saranghaeyo” without
translations from anything or anyone.

3.4 Research Ethics

The researchers are foremost concern in recruiting and using subject is treating them
ethically and responsibly, the researchers guidelines was guided by legal and ethical
principle that all the participants is approved that about the research study. The researchers
made sure that the respondents were given informed consent indicating the purpose of the
study and signifying that they were voluntary participating and were not forced to be part
of the study. The confidentiality and privacy of the respondents were also maintained by
making sure that their personal information were kept as private through the use of
codenames and aliases instead of their real names. All information gathered will only be
used for research purposes. Lastly, this research can attest that it did not plagiarize anything
since the researchers used proper citation to acknowledge the contribution of other authors
in this research.

3.5 Research Instrument

The instrument that researchers use is the unstructured interview in conducting this
one-on-one interview. In this type of interview it allows the respondent to answer the
question based on how they feel and think about a certain topic. The data is solely
dependent on the answer given by the respondents. The researchers use the type of
approach that is individual interview. Individual Interview is a face to face two way
communication between the interviewer and the respondents. This type is time consuming
since the researcher must interview all the respondents of the study one by one.

3.6 Data Collection

Primary data will be the procedure and applied in this study. Primary data will be using
the interviewer structure to analyze and emphasized the answers of the respondents. The
interviewer process will be video recorder with respondent’s permission to help gather the
data conveniently to the researchers. The researcher’s skill is to observe the respondents
while having an interview will be applied. Researchers also ask some questions to
respondents about their profile. The question did not be the exact used to ask in the
interview. This will help the researchers to emphasize new question that they will arise to
the respondents. The data coming from the interview will be analyzed carefully to be able
to formulate conclusions and recommendations.

3.7 Data Analysis

The development of concepts which help us to understand social phenomena in natural

(rather than experimental) settings, giving due emphasis to the meaning, experiences and
views of the participants, (According to Pope and Mays).

4.0 Results

Annyeonghaseyo, Naadik ako sayo: ‘’THE EMBRACEMENT OF FILIPINO

MILLENNIALS TO K-POP PHENOMENON’’

 Statement of the Problem

Research Question #1: What are the factors that led the respondents to be a K-pop fan?
Research Question #2: How does being a K-pop fan affect the respondents?
Nationalism?
Research Question #3: What are the disadvantages of being engaged to Korean Culture of
the respondents?
Research Question #4: What are the advantages of being engaged to Korean Culture of
the respondents?
Research Question #5: What are the effects of being a K-pop fan on how they deal with
other people?

1. What are the factors that led the respondents to be a K-pop fan?

 PEER PRESSURE

“Dahil po sa mga kaibigan ganun tsaka sa social media na rin, sa YouTube ganun.”
(Because of my friends like that and also to social media, YouTube like that.) – R3:1

“I think the reason why I become a K-pop fan because of my friends and also because of
their faces they look unique, they look attractive.” – R4:1

“Factors of friends about 4 years ago.” – R8:1

“Siguro po yung, ano na ... ma-experience yung Junior High School po kasi ako, i-
nintroduce po ata sakin ng classmates ko tapos simula nun pinanuod ko videos nila
natutuwa po ako tapos nun nagiging fan na din po ako.”
(When I’m still in Junior High School , my friends introduced me to them and after that I
watched their videos and I’m having fun then I became their fan.) – R10:1

 UNIQUENESS
“Ano yung naging dahilan ko kung bat ako naging K-pop fan masyado ng modern western
culture parang gusto ko naman ng kakaibang styles genres sa mga music ganun tapos nung
una hate ko yung K-pop parang na a appreciate ko din yung music nila kahit diko gets.’’
(The reason why I become a K-pop fan because the western culture is too common so I
want different styles and genres in music, actually at first I hate K-pop but then I learn how
to appreciate their music even I don’t understand it.) – R2:1

“I think the reason why I become a K-pop fan because of my friends and also because of
their faces they look unique, they look attractive.” – R4:1

“Ah… sa tingin ko, pinili ko maging K-pop fan kasi yun nga yung unang sinabi ko, dahil
sa intelligence capacity nila masyadong matatalino, matalino naman yung mga Filipino,
para sakin mas matalino yung mga Korean kasi nga, nakaka-produce sila ng mga variety
show about intelligence, dito sa pilipinas wala, kaya parang mas tinatangkilik ko na yung
korean variety show.”

(I think I became a K-pop fan because of what I said they are genius, Filipinos are genius
but for me Koreans are way more smart, they can produce variety show about intelligence,
here in the Philippines there’s none, so I like Koreans Variety Show.) – R6:1

“Ano factors maraming factors, kunyare andyan na yung mga syempre no.1 andyan yung
visual, yung mga itsura nila no.1 reason yun tapos yung quality ng music yung sayaw nila
basta, yung mga quality ng mga yun mga music, videos nila, videos na nare-release nila.”

( There has many factors, they have stunning visual the faces of them, then the quality of
their music, the dances, music videos…) – R7:1
 2. How does being a K-pop fan affect the respondents? Nationalism?

 CULTURE ADAPTATION

“Parang na a-adopt na yung culture nila.’’ (Nationalism); ‘’Parang ganun na rin sya yung
sa ano yung parang pagiging Filipino mo parang na….”
(I’m adopted in their culture, like that ….) – R1:2

“Ahm siguro, ano para sa ibang respondents (kpop fan) para sa kanila negative yung mga
magiging epekto sakanila kagaya ng, akala nila tinatalikuran na natin yung ,sariling wika
,yung sarili nating bansa dahil lang fan tayo ng kpop industry .”
(For some people being a kpop fan is bad because they think they are forgetting the culture,
the language, the country just because we are kpop fan.) – R7:2

“It affects me in some other way, kunyare sa mga language or maybe mas na pinapa-
priority nila sa nationalism.”
(It affects me in other way, just like language or maybe there priority is their nationalism.)
– R8:2

 SOURCE OF INSPIRATION

“Marami po, siguro yung sa pag-aaral mas inuuna ko yung pagiging K-pop fan pero na i-
inspire din nila ako na mag-aral pa tapos pa tapos siguro sa personality na rin kasi parang
mas… katulad nga ng BTS Love Yourself yung parang mas natatanggap ko na yung sarili
ko hindi na ako nagkakaroon ng insecurities ganun.’’ (Nationalism); ‘’Hindi naman
nakakaepekto yung pagiging Filipino ko kasi syempre mag kaiba naman yun, siguro sa
ibang Filipino.”
(I have many, my first priority is being a K-pop fan but because of K-pop I’m inspired now
to study then their personality just like BTS Love Yourself they accept their self no
insecurities, It doesn’t affect me as a Filipino because it’s different also in other Filipino.)
– R3:2

“Wala naman syang masamang epekto sakin. Positive yung ano kasi ano nag sisilbi syang
motivation and inspiration na rin kasi in terms of entertainment ayun lang.’’ (Nationalism);
“For me wala namang masamang epekto yung pagiging Filipino natin.”
(It doesn’t have an effect to me, for me it’s positive because it cause me for motivation and
inspiration in terms of entertainment. For me it doesn’t have a bad effect on being a
Filipino) – R4:2

“Siguro po ano, naiinspired po ako sa pag-aaral po, sa lahat ng bagay sa mga pangarap ko
po’’. (Nationalism); “Siguro po ano, sa ngayon mas tinatangkilik nila iyon, kaysa sa
Filipino Culture.’’
(Maybe I’m inspired in my studies, in all thing my dream. Maybe for now I support K-
pop than Filipino culture.)– R10:2

3. What are the disadvantages of being engaged to Korean Culture of the respondents?

 DECREASE NATIONALISM

‘’Siguro yung nadidiscriminate kami kasi meron akong kilala na ‘Kpop fan yan hindi niya
tinatangkilik yung sariling atin’ parang ganun…’’
(Maybe when I got discriminate because of now stanning the Filipino culture) – R3:3

‘’Yun nga, parang kinakalimutan na ng mga Pilipino yung, Filipino culture, parang mas
tinatangkilik na nila yung Korean Culture tapos parang yung mga bilihin parang mas
tinatangkilik na nila, yung ibang bansa like Korean, kaysa sa atin, parang ganun.’’
(It’s like forgetting the Filipino Culture that people like Korean Culture more.)– R3:5
‘’As like what I said, ano mas natutukan ko yung ibang culture kaysa sa culture natin, mas
na-eengage ako magparticipate sa culture ng iba, kasi siyempre.... na fa-fan ako, kung ano
yung meron dito.’’ (As like what I said, I’m more focused on different culture than my
culture, I’m more engaged culture of others.) – R3:8

 LOSS OF SCHOOLASTIC FOCUS

‘’I think ano…disadvantage yung ano…time, kasi siyempre ano students tayo mas
nagfofocus tayo mag aral, mas nagfofocus tayo manuod ng videos making ng music.’’ (I
think ahm…The disadvantage is…time, because we are students so we are focusing on
our study, we focus more on watching videos making of music.) – R3:4

‘’Disadvantage… ano hindi mona magagawa yung assignments mo, ganun.’’

(Disadvantage… you are not going to do your homework, like that.)– R3:9

‘’Hindi po ako nakaka-focus sapag aaral kasi busy ako kakapanuod ng videos nila.’’ (I
can’t focus on my studying because I’m busy watching their videos.)
– R3:10

4. What are the advantages of being engaged to Korean Culture of the respondents?

 ENCUTARATION

‘’Ano yung advantage kasi nito yung nadagdagan yung kaalaaman mo sa ano siyempre
kapag pupunta ka dun sa bansang yun parang hindi kana mahirapan makipag communicate
sa kanila.’’ (The advantage here is, it can increase your learning about ahmm… if you are
going to that country, and it’s not gonna hard for you to communicate with them.) – R4:1

‘’Siyempre yung pagkakakilala mo sa Korean culture maganda siya kasi mas nagiging
friendly ako mas kaya kong mag-approach ng ibang tao’’ (Of course, you’ve known
Korean culture as beautiful, I am able to be more friendly and I can approach other people
much better.) – R4:3
‘’Yung advantage is, mas malawak yung knowledge natin about sa ibang bansa, sa culture
hindi lang yung satin,may matutunan din tayo sa ibang bansa, madadagdagan yung
kaalaman nating about sa kanila.” (The advantage is, it can expand our knowledge about
other country, in culture and not only in our own, we can also have a lesson about other
country, can add our knowledge about them.)– R4:5

“Yung advantage is, parang mas nagiging bukas sila sa other, face or other side ng music
,parang hindi na sila nakukulong sa porket English ganon na yung impact sa kanila na wala
ng mas maganda kaysa sa mga western na kanta” (The advantage is, it can open themselves
from other faces, other side of music, like they will not imprisoned from, even it is English,
it can cause impact from them like, there’s nothing better over western music.) – R4:7

“Advantage so mas marami akong nalalaman yung knowledge ko nag po-prolong nag
eexpand, kung anong culture meron sila” (Advantage so, I’ve know a lot of things, my
knowledge can prolong and expand, from what culture that they have.) – R4:8

“Advantage ano may iba kang matutunang lenggwahe” (Advantage, you will learn other
language.) – R4:9

“Ginagawa ko silang inspirasyon para gawin ang kailangan kong gawin.” (I make them as
inspiration to do what I must going to do.)– R4:10

5. What are the effects of being a K-pop fan on how they deal with other people?

 ENHANCED SOCIALIZATION

“ Ano tawag dun masaya ano yun madaling ano mag kasundo kayo agad ng ano , yun parag
ano kasi kapag nagiging parang nagiging kpop fan ka unti-inti ka ng nagiging friendly
ganun kaya parang mas madali para sayo makipag approach na kahit ano ka kahit ibang
language na sasabi mo.” (What do you call that. happy, it’s easy to communicate from
other k-pop fan, like you easily being friendly once that you are going to be a k-pop fan,
it’s easy for you to approach other people whether you use different language .) – R5:1

“Siguro ako kasi mas nagiging friendly ako mas kaya kong mag approach ng ibang tao
kahit di sila k-pop fan.” (Maybe, I became friendly, I can approach other people even they
are not k-pop fan.) – R5:3

“Ano siguro mas ano as a kpop fan kase may natutunan kami, ako na makipag halubilo na
kahit ano, hindi namin kilala mas tumataas yung self-esteem mo sa sarili mo, lalo na pag
nag-hahanap o nalalaman mo na may common kayo ng isang tao.” (As a k-pop fan, we can
learn from that, I can approach other even I don’t have any idea who is that person, it can
increase your self-esteem, the way you knew that you have common likes of the person.)
– R5:7

“ahm..epekto ahmmm siguro sa pakikipag communicate sa ibang tao so kung alam mo

lahat ng makakasalamuha mong kpop fan, so or kayo mas ano ahmm.. parang napapa-
engaged din natin o yung ibang tao no, maging kpop fan ,so kunyare kakausapin natin,
syempre pag she-sharan din natin din ng same thoughts natin kaya about sa kpop
nagkakaroon sila ng interest na sumali” (The effects, maybe by communicating from other
people, you can encourage them to be a k-pop fan also, like you talk them, by sharing
thoughts about k-pop, it can have them an interest to be part of k-pop world.) – R5:8

 DISCRIMINATION

“Ano sometimes ano nabu-bully ako kasi ano for being a kpop fan pero na hu-hurt talaga
ako minsan, then naiiyak ako pero ngayon madali nalang sa aking silang balewalain, parang
wala na lang akong paki ganun hinahayaan ko na lang ngayon sa sinasabi nila parang iniisip
ko na lang na yung mga sinasabi nila is jokes lang walang katotohanan.’’ (Sometimes, I
got bullied because of being a k-pop fan, but sometimes I feel hurt, then also cry, but now
I can easily ignore them, like I don’t care any at all, and I only think that it’s just a jokes,
nothings true.) – R5:2
5.0 Discussion

About this, researchers consider fine answers from respondents according to

what their experience, what are the things that can make them as a k-pop fan, who are their
inspirations to answer based on their flow of lifestyle being a fan. Researchers prepare
random questions for the fans who willingly answer the following questions related to topic
about k-pop. But before this, there are more answers that can established without the help
of respondents because as researcher we can gather information or share information based
on what researchers noticed about fans, they can humiliate their self to buy those stuff that
related to their idol, spend money, consuming time, etc.

Conclusion

The researcher conclude that Korean pop or k-pop became very influential now a
days not only in Korea but also around the world and the k-pop fan a fans club for their K-
pop idols. They call “Fandoms”. The K-pop is subculture resulting in a wide pearl of
interest. The proponents conclude it can provides proof that worldwide connection is
indeed possible. Base on the topic the researcher’s beliefs that some of k-pop idols raises
negative. Obsession can result if over addiction came upon k-pop fan and it may lead to
obsessive things that may affects their study. Despite of all bad effect of being addicted to
k-pop idols, there still are good result for the teenagers and students. Idols and aspiring
idols should know that being an idol is not that easy, it is risky. Some fans will overdo the
support and it might lead to the fragility of one safety. They should also know what to do
in case they meet an obsessive fans. The future researcher beliefs should know the
researching about the psychological effects of being addicted on k-pop idols can be a little
bit offensive to someone. They should know how to use correct and wise words to explain.
Recommendations

This topic is about consulting what are the effects on Filipinos regarding on how
they idolized their K-pop artist, what are the things that Filipinos do to get information
about their idols, how they deal with other fans, what can they say about to those non K-
pop fan who says something bad to them about being a fan / Korean fan. According from
what researchers conducted, those k-pop fans really do things like, consuming time to
watch MV’s , funny videos, Vlives’ and of course also spending money to buy
merchandises and other stuffs about their idols. Also doing such things to have an update
about their idols, despite of being a students or being a busy person, those things that can
make them as a real fan of every idols or Korean idols.

Acknowledgements

The Researchers would acknowledge this study to Ms. Daniela Samaniego who
guides to make this study and helped to finish it, to all loving parents who always there for
us financially and emotionally, to the respondent who participate by answering this study
and to the school for helping to find the respondent also to the K-pop groups that become
an inspiration throughout in this study.

References

Crossman, A. (2018). The meaning and how to make a non-probability sampling Retrieved
2018, from https://www.kpsrl.org/sites/default/files/publications/files/inprol_practitioners
_guide_ksimion_research_methods.pdf
Benjamin, J. (2012, May 18). The 10 K-pop groups most likely to break in America.
Retrieved November 5, 2014, from http://www.rollingstone.com/music/lists/the-10-k-pop-
groups-most-likely-to-break-in-america-20120518

The source discusses the author’s top picks for who could potentially have the most success
in the American music market based upon what made them so vastly popular in Asia.

Ladner, M. (2013, August 20). K-pop and the future of Korea. Retrieved October 29, 2014,
from http://www.huffingtonpost.com/mimsie-ladner/kpop-korea-music_b_3784115.html

Matsumoto, J. (2012, May 3). The K-pop explosion. Retrieved November 5, 2014, from
http://www.grammy.com/news/the-k-pop-explosion

Min-Soo, S. (n.d.). Lessons from k-pop's global success. Retrieved October 13, 2014, from
http://www.korea-marketing.com/lessons-from-k-pops-global-success

Appendices

The researchers agree of the idea in K-pop Phenomena to be the main subject in this
study. After the introduction of the study, the researchers conduct the interview in Our
Lady of Fatima together with the respondent who really involve so much in K-pop
Phenomena who have a big impact of their lifestyle. Honestly, answer the given question
and they point of view the researcher will interpret it and analyze for the study.