INFLUENCE OF KOREAN WAVE ON YOUNG PEOPLE IN CHENNAI By Haysel Kathryn Shilpa L.S
This study investigates the influence of the Korean Wave (Hallyu) on the youth in Chennai, focusing on various dimensions such as entertainment preferences, cultural integration, social interactions, and personal identity. Utilizing a combination of surveys and interviews with 100 participants, the research explores how Korean pop culture, including K-pop, K-dramas, fashion, and language, has permeated the lives of young individuals in Chennai. The findings indicate a substantial engagement with Korean pop culture, particularly among young adults aged 19-26, who regularly consume K-pop and K-dramas, participate in cultural workshops, and show a keen interest in learning the Korean language. The study also highlights significant associations between age and various aspects of cultural engagement, suggesting that younger individuals are the primary drivers of this phenomenon. Furthermore, the integration of Korean cultural elements into daily life and their positive impact on social interactions underscore the broader trend of cultural globalization. The study provides valuable insights into the multifaceted impact of the Korean Wave on Chennai's youth and emphasizes the significance of cultural exchange in shaping contemporary youth culture. The findings can inform future research on cultural globalization and offer a basis for understanding the potential for increased cultural diplomacy and international exchange programs between India and South Korea.