MALAYSIA has witnessed an unprecedented surge in the popularity of Korean entertainment, encompassing K-dramas, K-pop, variety shows and even Korean cuisine. This phenomenon, part of the larger global Hallyu or Korean Wave, has profoundly impacted Malaysian pop culture, consumer behaviour and social norms. The rise of Korean entertainment in Malaysia reflects a broader trend of cultural globalisation but the local context gives it unique nuances.
Early roots of Hallyu in Malaysia
The seeds of the Korean Wave in Malaysia were sown in the early 2000s, largely through Korean dramas. Titles such as Winter Sonata and Autumn in My Heart captured the imagination of Malaysian audiences with their emotionally charged storylines, scenic visuals and relatable themes of love and family. These dramas found a home on free-to-air television channels and later on Astro’s K-drama channels, establishing an early fanbase.
Online streaming platforms such as Viu and Netflix further boosted accessibility, offering Malaysian audiences a broader selection of dramas with subtitles. Series such as Crash Landing on You and Goblin not only introduced popular characters and storylines but also contributed to the rise of binge-watching culture, deepening the emotional attachment to Korean storytelling.
