TRANSGRESSION OF SOUTH KOREAN POP CULTURE: Hallyu Influences The Consumption Of South Korean Products

Abstract

This article aims to understand preference for korean products related to korean culture, based on the growing popularity of the hallyu phenomenon. Korean popular music also known as k-pop, and korean soap operas known as k-dramas did not arrive in Brazil by major media companies as usually happens, but through the internet (URBANO, 2017). South Korean entertainment has been popular by virtual communities that translate and distribute all this material, in addition to discussing with members of this community. Through a bibliographic and journalistic research, we will discuss the potential influence of consumption of korean products in Brazil. Will be also considered the results of a qualitative research for this analysis using content analysis methodology proposed by Bardin, considering customer sentiment through key words, then we will approach Canclini's perspective on consumption as a form of cross-cultural expression, to discuss the possible tangibilization of experiences that is presented by south korean entertainment, through consumption of products. In this sense, we considered hallyu as a cultural phenomenon where entertainment presents industrialized products with contextualization to non-korean audiences.