The Korean Wave in the Netherlands: Soft Power Across  Different Age Groups

This study investigates how the Korean Wave functions as a soft power tool in shaping perceptions and engagement with South Korea among Dutch audiences across different age groups. Building on a prior bachelor’s thesis, this research employs a qualitative methodology grounded in soft power theory and utilizes thematic analysis of survey data (n=25) and semi- structured interviews (n=15) to explore generational differences in how the Korean Wave influences cultural understanding and attitudes toward South Korea. The findings reveal that the Korean Wave shapes perceptions in nuanced ways that vary across generations. Rather than merely fostering positive views, it serves as a mechanism for both surface-level engagement and deeper cultural inquiry. Younger participants (ages 18–24) primarily engage through entertainment media like K-Pop and K-Dramas on TikTok, YouTube, and Netflix, characterized by emotional investment and social connectivity driven by a desire for community. In...Show moreThis study investigates how the Korean Wave functions as a soft power tool in shaping perceptions and engagement with South Korea among Dutch audiences across different age groups. Building on a prior bachelor’s thesis, this research employs a qualitative methodology grounded in soft power theory and utilizes thematic analysis of survey data (n=25) and semi- structured interviews (n=15) to explore generational differences in how the Korean Wave influences cultural understanding and attitudes toward South Korea. The findings reveal that the Korean Wave shapes perceptions in nuanced ways that vary across generations. Rather than merely fostering positive views, it serves as a mechanism for both surface-level engagement and deeper cultural inquiry. Younger participants (ages 18–24) primarily engage through entertainment media like K-Pop and K-Dramas on TikTok, YouTube, and Netflix, characterized by emotional investment and social connectivity driven by a desire for community. In contrast, older participants (ages 55 and above) approach Korean culture through historical and political lenses, reflecting a desire for depth and authenticity influenced by historical narratives. The groups in the middle blend both perspectives, often starting with pop culture and later developing deeper cultural curiosity, which highlights how initial entertainment encounters can lead to richer cultural understanding. This study identifies key themes such as the evolution of interests, accessibility of content, and community formation, illustrating the multifaceted impact of the Korean Wave. These themes demonstrate that it functions as a generationally adaptive form of soft power, facilitating diverse pathways for cultural engagement. The insights contribute to broader discussions on cultural diplomacy, transnational media influence, and audience reception in non-Asian contexts, emphasizing how different age groups navigate and interpret Korean culture.Show less

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The Korean Wave in the Netherlands: Soft Power Across Different Age Groups