Korean Wave and Malaysian Young Adults: Attitudes, Intention and Behaviour

Abstract

Introduction“Chinese government warns of Korean drama dangers as Descendants of the Sun hits 440 million views on online video platform iQiyi” (The Star Newspaper, 2016, March 14)“SBS Korean drama Doctors becomes the highest rated Korean drama across all Korean channels in Malaysia ...rating to-date (episode 8) is 93% higher than the average PPali PPali…also 1.5 times highest against the average of ONE prime time rating” (Hellokpop website, 2016, July 26)“Scarlet Heart being named the top-rated and no.1 South Korean drama series in Singapore and Malaysia. It has also surpassed the ratings of Descendants of the Sun, Doctors and Moonlight Drawn by Clouds!” (Hellokpop website, 2016, October 27)