Creating a New South Korean Style Beyond Hybridity: An Analysis of Why South Korean Dramas Appeal to Americans

Abstract

Extending cultural hybridity theory, this study examines how and why Americans are drawn to K-dramas. An analysis of 4,980 comments by Americans on two popular K-drama sites in the United States reveals that K-dramas’ global appeal lies in their skillful blend of various subgenres and elements, effective execution, and incorporation of emotional appeal and unique South Korean perspectives and values into the narrative. This study labels this phenomenon South Korean dramatization, arguing that it engages American audiences with K-drama narratives and plays a crucial role in increasing K-dramas’ appeal and reception.