HALLYU IN MALAYSIA: A SOCIO-CULTURAL STUDY

In confronting the challenges of globalization, most countries have been contemplating various positive ways in order to be persistently competitive. In this borderless world where information can be swiftly disseminated seems to have a great influence in transforming the values and ways of life of the world societies. This outcome is apparent in the domain of broadcasting and entertainment. In the past, American films were merely considered the best, but the society today has more selections to opt as an alternative. This development has inspired South Korea to commercialize their cultures as a lucrative commodity through Hallyu. South Korean has focuses on language, culture, dramas and K-Pop. Based on the questionnaires distributed to Malaysian teenagers, it is evident that Hallyu is more prominent and has successfully infiltrated into the life of Malaysian teenagers in particular and Asian teenagers in general. The phenomenon of Hallyu has been well-accepted and instantaneously gives a positive impact in promoting Korean socio-culture in Malaysia. Malaysia should have pursued the Hallyu approach in enhancing the commercialization of Malaysia Truly Asia by disseminating the Malay language and culture as our national identity to South Korea as well as to other parts of the world.