Analysis of Hallyu Fandom Culture: Differences Between Korea and Overseas
Hallyu, also known as the Korean Wave, encompasses K-POP, K-dramas, Korean movies, and variety shows, forming a massive cultural phenomenon worldwide. As Hallyu expands, fandom culture has evolved differently across various regions. Particularly, Korean and international fandoms show distinct characteristics in their engagement and activities. This article explores the differences between Korean and overseas fandoms and analyzes their activities on social media.
1. The Concept and Development of Hallyu Fandom
Fandom refers to a group of passionate fans who actively engage with a particular cultural content. Hallyu fandom has been developing since the late 1990s, with K-POP at its core, and has expanded globally. Initially, its popularity was concentrated in East Asia, but over time, it has spread to Europe, North and South America, and even the Middle East, enhancing Korea’s global cultural influence.
Fandom culture extends beyond mere consumption, as fans actively participate in supporting and promoting their favorite artists and content.
2. Differences Between Korean and Overseas Fandoms
Hallyu fandoms can be divided into Korean and international groups, and their characteristics can be distinguished as follows.
1) Methods of Fan Activities
- Korean Fandom
- Strong focus on offline activities such as fan sign events, concerts, and waiting in front of broadcasting stations to see artists.
- Fans engage in structured activities through official fan clubs and Naver fan cafés.
- During comeback periods, fans actively support artists by streaming songs, purchasing albums, and voting for music shows.
- A culture of “support gifts” (providing gifts to artists) exists, where fans voluntarily raise funds to organize large-scale projects.
- International Fandom
- Primarily operates through social media and online communities, with platforms like Twitter, Instagram, YouTube, and TikTok being widely used.
- Fans engage in translation and subtitling to make K-POP content more accessible to global audiences.
- Large-scale fan projects, such as donation drives and birthday celebrations with subway and billboard ads, are commonly organized.
- Unlike Korean fandoms that prioritize music show rankings, international fandoms focus on global metrics like Billboard charts, YouTube views, and Spotify streams.
2) Differences in Support Culture
- Korean fandoms tend to follow official support methods, such as cheering with light sticks and chanting pre-set slogans at concerts.
- International fandoms exhibit a more spontaneous and varied way of showing support, often incorporating local fan culture, such as mass singalongs during concerts.
3) Differences in Content Consumption
- Korean fandoms prioritize album purchases, music show voting, and streaming on domestic platforms.
- International fandoms focus on global streaming platforms such as YouTube, Spotify, and Apple Music, using these metrics to measure an artist's global success.
3. Analysis of Hallyu Fan Activities on Social Media
Social media plays a crucial role in the growth and expansion of Hallyu fandoms. Fans use various platforms to share information, promote artists, and interact with one another.
1) Twitter
- Fans create trends using hashtags to promote artists’ comebacks, such as #BTSComeback or #BLACKPINKisBack.
- Real-time sharing of performances, along with streaming guides, helps global fans stay updated with new releases.
2) Instagram
- Official artist accounts quickly spread new content.
- Fans share fan art, fan-made videos, and concert reviews, contributing to the fandom culture.
3) YouTube
- YouTube views are a key metric for measuring K-POP’s global popularity.
- Reaction videos, dance covers, and fan-made content help spread Hallyu worldwide.
4) TikTok
- Short-form video trends and challenges play a significant role in K-POP’s viral marketing.
- Fans participate in dance challenges and song-related trends, naturally increasing engagement.
4. The Global Influence of Hallyu Fandom
As Hallyu fandoms grow, they are no longer limited to consuming entertainment but are increasingly making social and economic impacts.
- Charitable Activities: Fans organize charity events in the name of their favorite artists, supporting causes such as environmental protection, refugee aid, and education.
- Political Movements: Some international fandoms have engaged in political activism. For instance, in the 2020 U.S. presidential election, K-POP fans used social media to influence political discourse.
- Economic Impact: Hallyu fandoms contribute to the growth of various industries beyond K-POP, including K-beauty, fashion, and K-food, driving economic expansion.
Conclusion
While both Korean and international Hallyu fandoms actively support K-POP and K-dramas, they exhibit distinct cultural differences in their engagement methods. Korean fandoms focus more on structured offline activities, whereas international fandoms leverage digital platforms to expand their influence globally.
With the increasing presence of social media, Hallyu is evolving beyond a cultural phenomenon to become a significant global force. The future of Hallyu fandom culture promises further developments, solidifying Korea’s position in the global entertainment industry.