Korean Wave in Bangladesh: Cultural Networks and Affective Fandom Practices

Korean Wave or what is often most popularly known as Hallyu has recently gained its significant traction since the early 2000; and since then, it has been influencing the cultural practices and consumer behavior worldwide. In Bangladesh, this issue has become quite prominent among the youths who are now actively using Korean goods, and have started adopting its fashion, as part of their entertainment their entertainment. In this context, social media networks play a significant role to facilitate and also at the same time to disseminate Korean culture by fostering a vibrant fan within the communities to strengthen and facilitate its reach. This study examines the extent of Hallyu’s influence in Bangladesh focusing on how social media drives its adoption among the young consumers. Relying on qualitative research approach, the research includes in-depth interviews, personal narratives and group discussions; accordingly, the research further explores as to how the Korean Wave shapes consumer behavior in Bangladesh with regard to their preferences in food and style as well as media consumption. The findings of the research focus on both the enthusiasm for Korean culture and the emerging concerns about cultural influence raising critical questions about the dynamics of global cultural exchange in a localized context.