In the last two decades, K-dramas have garnered interest among global audiences as a part of the Korean Wave. The Korean government responded by actively using K-dramas as a soft power resource to...Show moreIn the last two decades, K-dramas have garnered interest among global audiences as a part of the Korean Wave. The Korean government responded by actively using K-dramas as a soft power resource to create a more favourable image of South Korea. Among studies on the creation of soft power through K-dramas, there is a lack of studies on European countries. Hence, this thesis aims to partially fill the gap by analysing various theories on how K-dramas reach and maintain their audience, and ensure a lasting impact to create soft power, and apply them on Dutch K-drama viewers. The hypotheses were tested through a survey, which revealed a relation between the amount of K-dramas watched, the frequency of watching K-dramas, and the degree to which respondents considered themselves to be K-drama fans. Direct questions about various aspects of Korea showed that many K-drama fans were more favourable of Korea, demonstrating the creation of soft power through K-dramas in the Netherlands.Show less
