Kagay-anons’ view of Korean popular culture as a Tool in enhancing Public Diplomacy

The objective of this research is to find out how the Kagay-anons view Korean pop culture as a tool in enhancing Korean public diplomacy in the Philippines.The researchers selected twenty Hallyu fans from Cagayan de Oro as respondents, ten of them were Hallyu fans for four or more years, and the other ten participants have only been Hallyu fans for three years or less. They shared their views through a questionnaire and interview. The study found out that Korean popular culture strengthened the relationship between the Philippines and South Korea in terms of tourism, immigration, labor migration, and trade. It also discovered that Korean popular culture enhanced nation branding which covers impressions on South Korea, Korean nationals, and use of language. To summarize, the study found out that the South Korean government enhanced the desire of the Filipinos to travel to South Korea, purchase their products, and establish a positive impression on South Korea as a country.

Keywords: Public diplomacy, Popular Culture, Hallyu