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Understanding The Potential For A Hallyu “Backlash” In Southeast Asia: A Case Study Of Consumers In Thailand, Malaysia And Philippines, Mary Jane Ainslie, Sarah Jane Lipura, Joanne Lim

Korean Studies Department Faculty Publications

Korean cultural products (known as Hallyu) are now the dominant incarnation of East Asian culture throughout Southeast Asia and have introduced consumers to Korean industry, cosmetics, and culture. Recent work has concentrated heavily upon this region and the new dynamics Southeast Asian countries can offer to the study of inter-Asian cultural links, particularly during the political amalgamation of the ASEAN economic community. Yet in the more developed Southeast Asian nations of Thailand, Malaysia, and the Philippines, there is some evidence of a rejection of and animosity towards Hallyu products from consumers who are beginning to question and disapprove of the …