From KPop Demon Hunters to fan-favorite K-pop groups, a wave of Korean culture has transcended cultural and geographical boundaries to deliver uplifting messages and community
Ten years ago, Stefanie Ruiz, an assistant professor in the Clemson University Department of Parks, Recreation and Tourism Management, lived in South Korea as part of her undergraduate studies in international business. Years later, as a Ph.D. student studying social welfare at the University of Pennsylvania, she connected her knowledge of and appreciation for Korean culture with her doctoral research — a research interest that continues today.
Research indicates that the global popularity and cultural influence of Korean entertainment, culture and lifestyle — known as Hallyu — offer the same personal and social rewards as Western leisure activities. Ruiz’s own research explores how Hallyu contributes to personal well-being, mental and physical health, and improved social connections.
Drawing from her work, Ruiz shares three ways that Hallyu’s global influence fosters joy, well-being and human connection.
Hallyu as a form of ‘serious leisure’
Serious leisure transcends casual fun. It is a commitment to an activity or hobby that produces a sense of identity and belonging, leading to the acquisition of new skills and knowledge over time. As part of a 2019 study, Ruiz interviewed 30 non-Korean Hallyu fans aged 18–30 in Philadelphia to understand their interactions with Korean cultural content like K-pop, K-dramas and K-beauty — and to explore how those interactions moved beyond passive consumption. She found that Hallyu’s global reach challenged traditional concepts of leisure as fans embodied serious leisure through deep social connections, dedicated participation in fandoms, the production and sharing of content, and improved health and well-being.
Renaissance of positivity
The Hallyu phenomenon has ignited a renaissance of positivity — a revival of optimism, human connection and personal growth even when life feels hard and burdensome. Ruiz’s research found that participants identified with the uplifting messages of Hallyu and considered the content a refuge from the heaviness of mainstream Western media. In particular, Hallyu embraces innocence — handholding as an intimate display of affection — a concept that resonates with fans worldwide.
An investment in self-care
Interviewees said they viewed their Hallyu consumption as a form of self-care as K-pop and K-dramas improved their moods and offered a sense of community and belonging. As many globally recognized K-pop groups promote self-love and mental health awareness, the positive messaging resonates with fans and highlights the ability of leisure activities to enhance a person’s well-being, life satisfaction and social connectedness.
Recreation and leisure have the power to create a sense of cultural connection and identity that transcends geographical barriers. Hallyu has proven to unite fans worldwide through shared passion, a commitment to well-being and the desire for deep and meaningful connections and personal growth.
As the character Celine, a former K-pop idol, narrates in the Netflix movie KPop Demon Hunters, “Our music ignites the soul and brings people together.”
