POPULAR CULTURE IN THE PHILIPPINES THROUGH THEORETICAL

LENS (WEEK 1)

• Semiotics and Popularity of Emojis

SEMIOTICS

The study or sign processes, which are any activity, conduct, or process that
involves signs, where a sign is defined as anything that Communicates
Something sign’s Usually called a meaning, to interpreter.

EMOJIS

A small digital image or icon used to express an idea, emotion, emoji is

actually a Japanese Portmanteau of two words: “e.” meaning picture, and
“moji.” Meaning character.

IMPORTANTS OF SEMIOTICS AND EMOJIS

What is going on around the sign is usually as important for us to know as

the sign itself in order to interpret its meaning. Semiotics is a key tool to
ensure that intended meanings for instance a piece of communication or a
new product) are unambiguously understood by the person on the receiving
end.

ORIGIN OF EMOJI’S

Shigetaka Kurita, a Japanese artist, produced the first emoji in the late
1990s. He was employed at NTT Docomo, a mobile communications
business. They were working on a brand-new online platform. Due to the
limited number of characters, Kurita came up with the idea of using visuals
instead of words.

EMOTICON

Emoticon- are punctuation marks, letter, and numbers used to create

pictorial icons that generally display an emotional or sentiment that you can
draw using the punctuation.
HOW EMOJI USED FOR COMMUNICATIONS?

Because of this emotional meaning, emoji are often used to express

emotions in online communication. In general, users tend to use emoji in
positive messages and to use emoji in positive messages and to use them
less in sad angry messages( cheng 2017)

BENEFITS OF USING EMOJI

1. Emoji’s are a universal

2. Using emoji’s sends a clearer message
3. Emoji’s can humanize your brand
4. Emoji’s drives audience engagement
5. Make your brand stand out
6. Communicate without the exceeding your Character limit

• Uses and Gratifications Theory in Mobile Legends

- Is a user-centered approach that focuses on how people use media for

their own personal uses and gratification.

- This theory emphasizes motives and the self-perceived needs of

audience members.

eSports Ecosystem

• Competitive Gaming Culture

- Southeast Asia has a strong culture of competitive gaming, with many

players and fans participating in esports events and tournaments.

• Localization Efforts

- Moonton, the developer of Mobile Legends, has made significant efforts

to localize the game for Southeast Asian audiences

• Social and Community Features

 - Mobile Legends offers a range of social and community features, which
have helped to build a strong and enthusiastic player base in
Southeast Asia.

POPULAR CULTURE IN THE PHILIPPINES THROUGH THEORETICAL

LENS (WEEK 2)

• Culture Industry and Jollibee

Culture Industry is a term use to describe businesses and organization

involved in creation, product, and distribution of cultural product and
services.

The concept of culture industry can be related to the Philippine’s famous

food chain, Jollibee, in the following ways:

Standardization of Taste

Jollibee offers a standardized menu with signature items like Chickenjoy,

Hamburger, Sandae, Fries, and Jolly Spaghetti. These items are designed to
have broad appeal and consistency, which aligns with the culture industry’s
emphasis on standardized, easily recognizable products.

Commercialization and Branding

Jollibee has successfully created a lovable mascot and brand that is deeply
ingrained in Filipino popular culture. The commercialization and branding of
Jollibee mirror the culture industry’s focus on promoting brands and cultural
icon as marketable commodities.

Homogenization of Dining Experience

Jollibee provides a consistent dining experience across its branches, not only
in the Philippines but also internationally. This Standardization in the dining
experience reflects the culture industry’s tendency to offer uniform cultural
products that transcend geographical boundaries.

Influence on Filipino Culinary Culture

Jollibee’s fusion of western fast food elements with Filipino flavors has
influenced the preference and expectation of Filipino consumers. This
influence reflects culture industry’s ability to shape cultural norms and taste.

Cultural Symbolism

Jollibee is not just fast-food chain; it has become a cultural symbol in the
Philippines. The brand embodies Filipino values and traditions, reflecting how
the culture industry can influenced by popular culture.

• Agenda Setting Theory and Popular Advertisements in the

Philippines

Agenda setting Theory – proposed by Maxwell McCombs and Donald shaw,

suggests that the media doesn’t tell people what to think but rather what to
think about.

- Discusses a very powerful influence in mass media. The Agenda setting

Theory says that media (mainly the news media) aren’t always
successful at telling us what to think about.

Levels of Agenda Setting Theory

First level

Media use objects or issues to influence the people should think about

Second Level

Media focusses on the Characters of issue how people should think about

Three types of Agenda Setting Theory

1. Public Agenda Setting -When the public determines the agenda for
which stories are considered important.
2. Media agenda Setting-when the media determines the Agenda for
which stories are considered important.
3. Policy Agenda setting -when both the public and media agendas
influence the decisions of public policymakers.

Factors Influencing Agenda Setting

• Gatekeeping

• Priming

• Framing

• Collaborating with other industries

Some of this industry may include:

-Public relations

-Politics

-Businesses

Benefits of agenda Setting

• Can lead to media bias and distortion

• May not influence the people who have a specific mindset

• May mis out on important information

• Can be difficult to measure its impact

Popular Advertisement in the Philippines

1. Coca Cola’s

“Happiness for all” Coca Cola’s advertisement in the Philippines often focus
on themes of unity, diversity, and communication.

2. Pantene’s

“labels against women” This Pantene ad challenged gender stereotypes by

highlighting the double standard that women often face in the workplace.

3. Nescafe’s

“open a cup” This ad campaign by Nescafe encourage people to have

meaningful conversation over a cup of coffee.
4. ABS-CBN

“Thank you for the love” This promotional campaign by ABS-CBN, a major
Filipino media network aim to celebrate the values of love and gratitude.

THE CONCEPT OF VIRALITY WITHIN THE PARAMETERS OF THE

PHILIPPINE POPULAR CULTURE

• Background and history of the case study

Virality

- The rapid spread of content across digital platforms

- The phenomenon allows expressions, ideas, and content to reach
extensive audience
- In the context of Philippine Popular Culture virality has been significant
force behind the popularity of hugot culture.

Hugot

- Means to draw out / to pull out

- The lines are relatable often poetic one-liners that delves into themes
of Love, Heartbreak and Emotional Struggles.
- Gained initial around 2010’s with the rise of social media platforms like
Facebook, Twitter, TikTok and YouTube.

Juan Miguel Severo

- One of the famous spoken artist in the Philippines known for his “hugot
pieces”.

• An in-depth analysis on how the case study became a part of the

Philippine Pop Culture

Why hugot become part of Philippine Popular Culture

Hugot is a uniquely Filipino cultural phenomenon. The word “hugot” literally

means “to pull out;” put into context, it means to pull something deep within
your emotions and express them through witticisms. The hugot phenomenon
became embedded in Philippine popular culture due to its relatability and
emotional appeal. Hugot lines speak directly to universal human
experiences, making it easy for people to connect with them on a personal
level.

Element of contemporary Philippine Culture

1.Social Media application

Platforms like Facebook, TikTok, Twitter allows user to posh hugot lines that
leds to high engagement

2.Mainstream media Integration

-The viral popularity of hugot content encouraged mainstream media to

embrace the trend. TV shows, movies, music, and even advertisements
began incorporating hugot lines as a way to engage audiences

3.Influencer impact

-Influencers and celebrities played a vital role in bringing hugot culture to a

wider audience.

4.Merchandising and Commercialization

-Hugot lines were used as advertising campaign to target audiences

The benefits of Hugot

1.A strong coping mechanism that allows people to express and thus release
deep-seated emotions.

2.It provides Filipinos a sense of community because hugot truly is a uniquely

Filipino phenomenon.

3.It makes empathy during miserable situations when publicly posting hugot.

Negative effect of Hugot

1.Homogenization of the art

-Commercial art in the country has become increasingly uniform.

2.PUBLIC DISCOURSE AS ENTERTAINMENT

-Politicians often crack hugot jokes to make their messages more

entertaining to masses.

3.CONCLUDING THOUGHT

• Theoretical Anchoring

 Semiotics

The semiotics of theoretical anchoring in Philippine popular culture explores

how signs and symbols influence what goes viral in Filipino society. By
blending semiotics (the study of signs) with theories of virality, it examines
why certain themes, humor, satire, and sentimentality resonate strongly with
Filipinos. This approach decodes viral content, analyzing elements like
language, images, and cultural references that reflect Filipino identity and
values.

Theoretical frameworks, such as social identity theory and narrative

transportation theory, explain why content reflecting Filipino pride or shared
experiences spreads rapidly.

 Uses and Gratifications Theory

This theory examines why people actively seek out certain media. Hugot
content, for example, satisfies the emotional and social needs of Filipinos.
Social media users find gratification in the sense of community it creates,
where they feel understood and connected with others who share similar
experiences. Additionally, hugot lines provide entertainment and escapism,
allowing individuals to express feelings they might not otherwise articulate
openly.

This theory have five needs to fullfillied of individuals that media can
satisfaction or gratification including:
- Cognitive needs: Seeking information and knowledge.

- Affective needs: Experiencing emotions and feelings.

- Personal integrative needs: Enhancing self-esteem

- Social integrative needs: Connecting with others and such as family friends
and ect..

- Tension release needs: Escaping from reality and finding relaxation.

 Culture Industry

The Culture Industry theory, proposed by Theodor Adorno and Max

Horkheimer, explores how popular culture is commodified. In the Philippine
context, viral trends like hugot have been commodified and integrated into
the larger entertainment industry. Media companies and advertisers
capitalize on the hugot phenomenon by producing movies, advertisements,
and merchandise that reflect this trend. The virality of hugot content has
become a tool for profit, demonstrating how cultural expressions can be
transformed into marketable products.

 Agenda Setting Theory

Agenda Setting Theory on the concept of Vitality in the Philippine Popular

Culture

Introduction

In the context of Philippine pop culture, virality/vitality can be seen as an

essential and vibrant force that sustains the energy, relevance, and
dynamism of various cultural products and trends. An agenda-sitting theory
around this concept would focus on how it is framed, interpreted, and
reinforced in media, entertainment, and public discourse, reflecting the
unique social, historical, and economic conditions of the Philippines.

Key Elements
1. Youthfulness and Pop Aesthetics

- The notion of virality/vitality in Philippine pop culture is often closely

associated with youthful energy and appealing aesthetics, driven by a
predominantly young population. Mainstream media frequently highlights
youthful celebrities, trends, and social media influencers, shaping public
perceptions of what it means to be “vital/in the flow or trend” in a pop
culture context.

2. Cultural Hybridity and Reinvention

- Philippine pop culture thrives through hybridity—the blending of local and

global elements. This hybridity contributes to a constantly evolving sense of
trend that reinvents traditional forms of culture. For instance, teleseryes
(Philippine TV dramas) incorporate Western influences while maintaining a
distinctly Filipino emotional core, reflecting both innovation and rootedness.

3. Cultural Resilience

- The Philippines is known for its resilient spirit, and this resilience
permeates its pop culture, where this becomes a metaphor for **overcoming
adversity**. Despite political or economic crises, the entertainment industry
finds ways to remain vibrant, producing content that reflects a sense of
hope, joy, and optimism.

4. Political and Social Commentary

- Pop culture in the Philippines often serves as a medium for political and
social commentary. These cultural products is defined by their ability to
provoke thought, evoke emotions, and spark discussions that resonate with
everyday experiences.

5. Digital and other Platforms and the Rise of Local Creators

- With the increasing accessibility of social media platforms like YouTube,

TikTok, and Facebook, Filipino creators have found new spaces to express
their creativity. Allowing for

new forms of content to thrive, from vloggers to digital artists, who redefine
Filipino pop culture on a daily basis.

- Inter-media building is a concept of publishing or framing a narrative

across many platforms to effectively address or popularize an agenda to
reach a multitude of audiences, consumers and patrons.

- It then prioritizes:
(a) speed in time to publish,

(b) easy accessibility to publications,

(c) faster in delivery of information and

(d) popularity among the media audiences

6. Commercialization and Commodification

- As in other countries, Philippine pop culture is often commodified, where

brands and corporations capitalize on the energetic appeal of trends,
influencers, and celebrities to market products; In this case, it becomes a
tool for commercial gain, where being “in” or “cool” directly translates to
profitability.

PHILIPPINE POP CULTURE AND ASSIMILATION: A CASE STUDY ON THE

HALLYU/KOREAN WAVE AND THE PHILIPPINE CULTURE INDUSTRY

• Definition of virality

- refers to the rapid spread or transmission of information, content, or

ideas through online platforms, social networks, or communities, often
reaching a large audience or population.

Characteristics of virality:

1. Rapid spread

2. Widespread reach

3. High engagement (e.g., likes, shares, comments)

4. Often unpredictable or unexpected

Types of virality:

1. Online content (videos, memes, posts, articles)

2. Ideas or trends

3. Digital information (news, rumors, misinformation)

4. Social movements or campaigns

5. Products or services

Factors contributing to virality:

1. Emotional resonance

2. Uniqueness or novelty

3. Relevance or timeliness

4. Social influence or endorsements

5. Network effects (e.g., social media algorithms)

6. Memorable or catchy content

Virality can have both positive (e.g., raising awareness, promoting creativity)
and negative (e.g., spreading misinformation, amplifying harmful content)
consequence.

• History

The history of Hallyu (Korean Wave) in the Philippines traces back to the late
1990s and early 2000s, when Korean entertainment began gaining popularity
in the country. The Hallyu phenomenon refers to the global spread of South
Korean culture, including K-pop, K-dramas, films, fashion, and food. Here is an
overview of the key moments that marked the rise of Hallyu in the
Philippines:

• Early 2000s: The Rise of K-Dramas

The introduction of Korean dramas (K-dramas) was the first major wave of
Hallyu in the Philippines. In 2003, ”Endless Love: Autumn in My Heart”
became one of the first Korean dramas to air on Philippine television, and it
was an instant hit. Following its success, more K-dramas were broadcast,
including “Winter Sonata”, ”Jewel in the Palace” (Dae Jang Geum), and
”Lovers in Paris”, which attracted massive viewership and cemented the
country’s interest in Korean storytelling.

• Mid-2000s: K-Pop Enters the Scene

While K-dramas gained popularity, K-pop followed closely behind. In the mid-
2000s, K-pop groups like Super Junior, Big Bang, Girls’ Generation, and
Wonder Girls began to gain a following among Filipino youth. The
accessibility of music videos and performances through the internet,
especially on platforms like YouTube, helped fuel the rapid spread of K-pop in
the country.

One of the turning points for K-pop in the Philippines was when the girl group
2NE1, whose member Sandara Park (Dara) was a popular Filipino celebrity,
gained widespread recognition. Her popularity connected Filipino fans to K-
pop more directly, and she became an ambassador of sorts for Korean
culture in the Philippines.

• Late 2000s to 2010s: Expanding Influence

During this period, K-pop concerts and fan meetings became increasingly
common in the Philippines. The first Super Junior concert in 2010, “Super
Show 2,” attracted thousands of Filipino fans and proved that K-pop had
solidified a large and passionate fanbase in the country. Other groups like
BTS, EXO, and Blackpink have since performed to sold-out crowds in major
arenas.

Korean variety shows and reality programs also found an audience in the
Philippines, often subtitled and shared by fan communities. As the influence
of Korean entertainment expanded, Korean restaurants, fashion trends, and
beauty products gained more visibility, contributing to a broader cultural
exchange.

• 2010s to Present: Mainstream Success

By the 2010s, Hallyu had become a full-blown cultural phenomenon in the

Philippines. K-dramas such as “Descendants of the Sun”, ”Goblin”, and
”Crash Landing on You” captured mainstream audiences, not just on
television but also on streaming platforms like Netflix. The Korean influence
on Philippine fashion, cosmetics, and even food became more evident as
Korean-themed cafés and beauty stores proliferated in urban areas.

The global success of BTS brought K-pop to an even wider audience in the
Philippines, with Filipino ARMYs (BTS fanbase) actively participating in global
fan activities, streaming parties, and social media trends. In addition, Filipino
artists and celebrities started collaborating with Korean artists, further
bridging the cultural connection.

• How it is a part of the Philippine Pop culture

Cultural Impact

Hallyu has had a significant impact on Filipino pop culture. From the way
Filipino fans consume media to their fashion and beauty preferences, the
influence of Korean culture is visible. Many Filipino celebrities have expressed
admiration for Korean actors and K-pop idols, and some have trained in Korea
to enhance their skills in singing and dancing.

Additionally, the rise of social media platforms has allowed Filipino fans to
connect with international fan communities, contributing to the global
conversation surrounding Hallyu. This has helped create a vibrant, engaged
fandom that actively participates in Korean cultural events, both online and
offline.

Hallyu(Korean Wave) became a part of the Philippines’ pop culture through a

gradual but powerful cultural infiltration, driven by K-dramas, K-pop, and
other aspects of Korean culture.

Here’s how Hallyu became integrated into the Filipino cultural

landscape:

1. The Popularity of K-Dramas

The introduction of Korean dramas (K-dramas) in the early 2000s was a

significant starting point. The first major hit was “Endless Love: Autumn in
My Heart” in 2003, which resonated deeply with Filipino viewers due to its
emotional storytelling, romance, and melodrama. Since then, many more K-
dramas were aired on Philippine television, including “Jewel in the Palace”,
“Boys Over Flowers”, “Goblin”, and “Crash Landing on You”.

Filipino audiences were drawn to the unique narratives, strong character

development, and the visually captivating production styles of K-dramas.
These shows often tackled themes of family, love, and sacrifice, which
closely align with the values in Filipino culture, making it easier for local
audiences to connect with the stories.
 2. Rise of K-Pop Fandoms

The spread of K-pop followed closely behind K-dramas, particularly in the

mid-2000s. Groups like Super Junior, 2NE1 (with Sandara Park’s local
celebrity connection), and Girls’ Generation quickly garnered fanbases in the
Philippines. Filipino youth were attracted to K-pop’s catchy tunes, impressive
choreography, and highly stylized music videos. Platforms like YouTube and
social media amplified K-pop’s reach, allowing fans to share content and
participate in global fan communities.

As K-pop became more popular, fan clubs and online communities formed,
further embedding the culture into Filipino youth spaces. K-pop concerts in
Manila, starting in 2010 with Super Junior’s Super Show 2, became massive
events, drawing in thousands of dedicated fans.

3. Social Media and Streaming Platforms

The rise of social media played a crucial role in spreading Hallyu in the
Philippines. Platforms like YouTube, Twitter, Instagram, and later TikTok
allowed Filipino fans to access Korean content almost instantly and
participate in global fan discussions. Streaming platforms such as Netflix also
contributed by providing easy access to K-dramas and films, making it easier
for Filipinos to binge-watch their favorite Korean series.

Fan-driven content—such as cover dance groups, fan art, and reaction videos
—helped maintain Hallyu’s visibility in Filipino online spaces. Social media
also fostered active interactions between Filipino fans and their favorite K-
pop idols, further strengthening the cultural connection.

4. Fashion, Beauty, and Lifestyle

The influence of Hallyu extended beyond entertainment and into fashion and
beauty. K-pop idols and K-drama stars became style icons, influencing the
way Filipinos dressed, styled their hair, and even chose beauty products. The
rise of Korean skincare brands in the Philippines, such as Innisfree, The Face
Shop, and Etude House, showcased the popularity of the Korean beauty (K-
beauty) trend among Filipinos, with many adopting the famous multi-step
skincare routine.

Korean fashion, particularly streetwear and idol-inspired styles, also became

a major trend, with Filipinos mimicking the outfits of their favorite K-pop
stars. Even local celebrities began incorporating Korean-inspired fashion into
their wardrobes, making it more mainstream.

5. Food and Culinary Influence

The popularity of Korean food further integrated Hallyu into Filipino pop
culture. Korean restaurants offering samgyeopsal (Korean BBQ) and other
dishes like bibimbap, tteokbokki, and kimchi became trendy dining spots,
especially among young Filipinos. The rise of Korean food reflects how
Filipinos have embraced not just the entertainment aspect of Hallyu, but the
entire cultural package.

Korean-inspired cafes and dessert places also became common, serving

Korean street food and popular desserts like bingsu (shaved ice). The food
scene added another layer to the cultural fascination, allowing Filipinos to
experience Korean culture through a sensory connection.

6. Collaboration with Filipino Artists

Over time, Filipino and Korean artists have collaborated on various projects,
further intertwining the two cultures. For instance, Filipino singers like
Christian Bautista and Morissette Amon have performed with K-pop stars,
and Korean pop idols like Sandara Park and Cha Eun-woo have appeared in
Filipino TV shows. These collaborations help strengthen the cultural
exchange, making Hallyu feel more local and accessible.

7. Cross-Cultural Impact and Identity

As Hallyu continues to shape Filipino pop culture, it has also prompted

Filipinos to reexamine their own identities. The admiration for Korean culture
often inspires reflection on the local entertainment industry, fashion, and
lifestyle trends. It also promotes a sense of belonging within a global
community, where Filipino fans actively engage with international Hallyu
fandoms.

Filipino fans have also begun to influence Hallyu itself, as the Philippines has
become an important market for Korean entertainment. Korean producers
and entertainment companies take note of Filipino preferences, sometimes
tailoring content to suit the local audience.
• Theoretical Anchoring

 Semiotics

The study of signs and symbols is central in understanding how Filipinos

interpret elements of Korean culture. For instance, K-pop idols’ fashion,
hairstyles, and even gestures become signs that fans use to identify with.
The “finger heart” gesture, now popular worldwide, started in Korean culture
but has been widely adopted in the Philippines as a symbol of affection,
especially in fan culture.

 Uses and Gratifications Theory

This theory suggests that Filipinos consume K-pop and K-dramas to meet
specific needs like entertainment, escapism, and identity formation. Many
Filipino fans of K-dramas relate to the universal themes of love, family, and
hardship portrayed in shows like “Crash Landing on You” or “Descendants of
the Sun”. Moreover, K-pop fans find a sense of community and belonging
through fandoms, with groups like BTS ARMY and EXO-L offering platforms
for social interaction and shared experiences.

 Culture Industry

INTRODUCTION

The Cultural Industry Theory, proposed by Theodor Adorno and Max

Horkheimer, posits that culture is commodified and produced in a manner
similar to industrial goods. This framework can be applied to analyze the
influence of the Korean Wave (Hallyu) on Philippine pop culture, exploring
how local cultural products assimilate and respond to external influences.

THE HALLYU PHENOMENON

The Hallyu refers to the global popularity of South Korean culture,

particularly in music (K-pop), television dramas (K-dramas), and films. Its rise
in the Philippines is evident through the increasing consumption of Korean
media, merchandise, and fashion. This phenomenon represents a significant
cultural exchange and poses questions about cultural assimilation and
identity.
IMPACT ON PHILIPPINE CULTURE

1. Cultural Consumption

The influx of K-pop and K- dramas has reshaped Filipino entertainment

consumption. Platforms like YouTube and streaming services provide access
to Korean content, leading to a surge in local fandoms.

2. Local Adaptation

Philippine media has begun to adapt elements of Hallyu, leading to hybrid

genres. Local talent participates in K-pop- inspired projects, and Filipino
dramas often incorporate K-drama narrative styles.

3. Fashion and Aesthetics

The influence of K- fashion is evident in Filipino youth culture. Trends from

Korea have permeated local styles, creating a blend of traditional Filipino
elements with modern Korean aesthetics.

CULTURAL ASSIMILATION

Cultural assimilation occurs as local producers integrate Korean influences

into their work while maintaining unique Filipino elements. This blending
creates new cultural products that resonate with local audiences.

• Music

Filipino artists are increasingly producing music that blends OPM (Original
Pilipino Music) with K-pop influences, creating a unique sound that appeals to
both local and international audiences.

• Television and Film

The success of adaptations of Korean dramas in the Philippines highlights the

ability of local producers to draw from Hallyu while contextualizing stories to
fit Filipino culture and values.

ECONOMIC IMPLICATIONS
The Hallyu wave has economic implications for the Philippine culture
industry. Increased interest in Korean culture has spurred local businesses,
such as K-pop merchandise shops, beauty products inspired by Korean
brands, and events showcasing K-pop acts. This creates job opportunities and
stimulates economic growth within the creative sector.

 Agenda Setting Theory

A. Introduction to the Theory

This theory posits that the media has a significant role in determining which
topics are highlighted, influencing what the public perceives as important or
trending.

Application to Hallyu: Filipino media outlets and digital platforms have

played a vital role in popularizing Hallyu by prioritizing Korean content and
elevating its visibility across various channels.

B. How the Philippine Media Sets the Agenda for Hallyu Content

1. Local Broadcasting Networks

Television Influence: Major TV networks like ABS-CBN and GMA have

consistently aired Korean dramas during prime-time slots. Dramas like
“Descendants of the Sun” and “Love in the Moonlight” were marketed as
high-profile releases, ensuring high viewership. By giving K-dramas
prominent airtime, these networks positioned Hallyu as a mainstream part of
Philippine entertainment.

K-Drama Dubbing: To reach wider audiences, Filipino networks have

dubbed K-dramas in the local language. This adaptation allows even non-
English-speaking Filipinos to enjoy Korean shows, increasing their
accessibility and popularity.

2. Social Media and Streaming Platforms

Viral Trends on Social Media: Platforms like Twitter, Facebook, and
Instagram have become key spaces where Hallyu content trends. Filipino
fans actively participate in hashtags, streaming challenges, and online voting
for their favorite K-pop idols. These platforms amplify the visibility of Korean
content, making it a central part of online discussions.

Streaming Algorithms: Platforms like YouTube, Spotify, and Netflix use

algorithms that push Hallyu content to Filipino users based on their
preferences. For instance, after watching one K-drama, Netflix might
recommend more Korean series, thereby creating a cycle of increased
exposure to Hallyu.

Fan-driven Agendas: Fans themselves set the agenda by organizing

streaming projects to boost views of their favorite artists, creating content
that trends and gains attention not only from fellow fans but from
mainstream media as well. The recent virality of K-pop dance covers in the
Philippines is a direct example of how fans contribute to agenda-setting.

C. The Role of Commercial Media in Promoting Hallyu

Media Partnership with Korean Brands: Philippine media often

collaborates with Korean brands and entertainment agencies. Concerts,
promotional events, and branded collaborations with companies like
Samsung, LG, or K-beauty brands (e.g., Innisfree) feature prominently in
Filipino advertisements. This cross-promotion keeps Hallyu content visible
and desirable.

Paid Advertisements and Sponsorships: Hallyu stars frequently appear

in Philippine ads, further embedding their presence in daily life. For instance,
K-pop stars like Cha Eun-woo (ASTRO) and Ji Chang-wook have been featured
in Philippine brand campaigns, enhancing their visibility and setting a
consumer trend for fans.

D. The Agenda-Setting Influence on Philippine Pop Culture

Mainstreaming of Korean Culture: The frequent portrayal of Korean
culture in Filipino media has mainstreamed Hallyu, making it an integral part
of Philippine pop culture. K-pop songs play on local radio, K-dramas are in the
TV prime time lineup, and Korean aesthetics are present in fashion and
beauty trends.

Shaping Public Perception: The media not only presents Hallyu content
but also frames it positively, encouraging acceptance and admiration for
Korean culture. This has significantly shaped public perception, where K-pop
idols and Korean actors are now seen as cultural icons in the Philippines.