(working title, not final)

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 TABLE OF CONTENTS

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 CHAPTER I

Introduction (500-1000 words)

In modern day trends, one of the prevalent cultures that has expanded across the world
is the Korean beauty craze. The prominence of K-Beauty lead to many countries like the
Philippines to fall under the influence of the Koreans’ unique takes on physical appearance,
predominantly from K-Drama. Originally, the Filipino people showed more preference to
Western trends and celebrities above others, but since Korean pop culture created a stir, the
country has moved on to follow more Asian trends. This raises the topic of how K-Drama in
particular influences the audience's attitudes and perception of ideal beauty, ideal life, and
beauty products.

Throughout human history, beauty has had a powerful influence on people. Because of
the connotations that people associate with them, something or someone’s appealing physical
attributes are undoubtedly a sought-after quality. For many people, distinctive beliefs,
expectations for physical appearance, and life goals are based on beauty. This led to the
creation of the beauty industry, which produces and distributes goods for haircare, skincare,
makeup, and color cosmetics. These days, millennials and Generation Z are growing up in a
time where the most desired physical attributes are those that adhere to Korean beauty
standards. Such as the recent "aegyo-sal," or "K-beauty makeup," the "glass-skin" fad, flawless,
spotless skin, double eyelids, and more.

The Korean Wave, or Hallyu, gave rise to a multitude of perspectives on beauty that
complemented self expression and way of life. The increase in popularity and production began
in the late 1990s, primarily as a result of Korean TV dramas and movies becoming more and
more popular in China and other Asian nations. The first Korean television drama, "Backstreet of
Seoul," debuted on KBS, the country's first national broadcasting channel, in 1962. In actuality,
the 1950s and 1960s wars caused a great deal of depression among Koreans, which made
Korean dramas their main source of entertainment. (Diya, 2020)

Since then, the nation's standards of beauty have increased to the point where
numerous articles have dubbed South Korea the "plastic surgery capital" of the globe with an
estimation of one in five women having procedures done, and the most common surgeries
requested are blepharoplasty, liposuction, and rhinoplasty. Due to these factors, the nation is
thought to have the greatest population of people with cosmetic enhancements.

Theoretical Framework

Conceptual Framework

Statement of the Problem

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 The popularity of K-wave in the Philippines has resulted in a growth in Korean followers,
as well as other Korean product sectors. Furthermore, celebrity trends, looks, and culture
became fashion, ideal body form, and food consumption patterns among Filipinos. However, a
concern was expressed concerning the state of Korean beauty goods and Filipino’s approach to
health to reach the ideal body shape of Korean celebrities.

Beauty standards possess a large presence in society, proving an integral component in

shaping the expectations of the mass media. Beauty standards, if taken to extremities, may do
more harm than good. The study seeks to determine the positive and negative impacts of K-
Drama consumption on the standard of beauty, particularly with teenagers and answer the
following questions:

1. What is the demographic of the respondents watching K-Drama in terms of:

1.1 Age
1.2 Gender
2. What are the particular aspects of Korean drama that appeals to the Filipino
audience?
3. What are the positive and negative impacts of watching K-drama in terms of:
3.1 Attitude towards Korean beauty
3.2 Expectations on Beauty
3.3 Economic Situation of Korea
3.4 Economic Contributions in the Beauty Industry
4. What particular features of Korean actors are considered appealing to the Filipino
audience?

Significance of the Study

The results gained from this study

The findings of this study will provide benefits to the following:

Scope and Limitations

In determining the young Filipino perspective towards K-dramas and K-beauty, the
researchers chosen respondents for this study are teenagers living in Lipa City, Batangas, aged
12 to 17, and has watched K-Dramas.

Operational Definition

In this research, K-Drama is defined as the genre of television shows often produced in
South Korea. K-Drama is an independent variable of this study, the driving force that impacts a
diverse audience.

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 The term Hallyu describes refers to the globalization of South Korean culture, which
includes K-pop music, K-dramas on TV, K-movies, fashion, and other aspects.

Plastic Surgery

Blepharoplasty

Liposuction

Rhinoplasty

Aegyosal

Glass Skin

Research Questions

1. How do Filipino Teenagers currently see beauty standards with the influence of Koreans?

2. How does the Korean beauty standard influence Filipinos, especially teenagers?

CHAPTER II

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter investigates the factor influence of k-drama on Filipino youths'

beauty standards by reviewing relevant literature such as international literature, local
literature, and foreign and local studies. We seek to provide a comprehensive study of
how Korean dramas effect beauty standards among Filipino youth.

Related Literature

Korean dramas (K-dramas) have had a considerable influence on Filipino teens’

attractiveness standards, especially in recent years. Several variables influence this
phenomena.

First and foremost, K-dramas frequently feature actors that embody generally
recognized beauty ideals. These include clear skin, thin physiques, and certain dress designs.
Such portrayals have an impact on Filipino teenagers, who look up to these performers as
beauty icons. They frequently mimic their favorite celebrities’ skincare routines, cosmetics
techniques, and fashion choices.

The popularity of K-dramas in the Philippines is part of a larger “Hallyu” or Korean Wave,
in which South Korean pop culture has gained substantial momentum around the world. This
cultural phenomena has been well-managed and sponsored by the South Korean government
and large entertainment firms, increasing its global visibility and effect.

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 Furthermore, the beauty business in South Korea, represented by firms such as
AmorePacific, has received international praise for its innovative and high-quality offerings.
These firms frequently partner with K-drama productions to promote Korean beauty standards
through product placements and endorsements.

K-dramas’ influence on beauty standards is also seen in the behavior of Filipino teens.
Many of them adopt beauty trends shown in these shows, such as the “glass skin” look and the
usage of certain cosmetic products that promise comparable results. This has contributed to an
increase in the popularity of Korean beauty products in the Philippines.

Overall, K-dramas have a significant impact on beauty standards among Filipino youths
by providing idealized ideas of beauty that are generally accepted and aspired to within this
population.

Foreign Literature

The influence of Korean dramas (k-dramas) on beauty standards among Filipino

teenagers is part of a broader cultural trend driven by the global popularity of South Korean pop
culture, known as the Korean Wave or “Hallyu.” This phenomenon include not only k-dramas but
also K-pop, fashion, and beauty products, which collectively shape beauty ideals and consumer
behaviors worldwide.

CHAPTER III

RESEARCH METHODOLOGY

References

Sources used in the concept paper (baka pede pa gamitin whsbjahs)

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BeautyHub.PH Team. (2024). What Influences Filipino Beauty Standards Today? Retrieved
from: https://www.beautyhub.ph/lifestyle/body-care/filipino-beauty-standards/

French, M. (2024). What is the connection between beauty standards and mental health?
Retrieved from: https://www.medicalnewstoday.com/articles/beauty-standards-and-
mental-health#beauty-standard-exposure/

Gia Han Tieu Tran (2024). How is the Korean Beauty Standard Affecting Teenagers? Retrieved
from: https://www.theteenmagazine.com/how-is-the-korean-beauty-standard-affecting-
teenagers

HAPI Admin (2023). THE STATE OF BEAUTY STANDARDS IN THE PHILIPPINES. Retrieved
from: https://hapihumanist.org/2023/07/18/the-state-of-beauty-standards-in-the-
philippines/

Toyryla, L. (2024). Kdrama – The Complete Guide to Korean Dramas. 90 Day Korean.
Retrieved from: https://www.90daykorean.com/kdrama/#why-are-kdramas-popular

Tuviera, M. (2022). Did K-Pop really change beauty standards? Retrieved from:
https://philstarlife.com/news-and-views/592111-kpop-really-change-beauty-standards

New Sources that can be used for the paper:

Anand, S. & Baek, D. (2024). “Understanding Hallyu: The Impact of Korean Pop Culture”.
Retrieved from: https://www.marketingjournal.org/understanding-hallyu-the-impact-of-
korean-pop-culture-by-sanya-anand-and-david-seyheon-baek/

Dimitrov, D. & Kroumpouzos, G. (2023). Clinics in Dermatology. Beauty perception: A historical

and contemporary review, 41(1). 33-40. Retrieved from:
https://doi.org/10.1016/j.clindermatol.2023.02.006

Korea.net. (n.d.). Culture and the Arts. Hallyu (Korean Wave). Retrieved from:
https://www.korea.net/AboutKorea/Culture-and-the-Arts/Hallyu

Diya. (2020). The Evolution of K-Drama industry. Retrieved from:

https://diyashi.medium.com/the-evolution-of-k-drama-industry-b64e7548439#:~

Cho, K. (2019). The Destructive Effects of South Korean Beauty Standards.

https://medium.com/invisible-illness/the-destructive-effects-of-south-koreas-beauty-
standards-65c810b6290f

Yi, E. (2022). True Beauty: The Economics of Plastic Surgery in South Korea.
https://uweb.studentorg.berkeley.edu/2022/01/23/true-beauty-the-economics-of-plastic-
surgery-in-south-korea/

Gia Han Tieu Tran (2024). How is the Korean Beauty Standard Affecting Teenagers? Retrieved
from: https://www.theteenmagazine.com/how-is-the-korean-beauty-standard-affecting-
teenagers

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De Luna, A. (n.d.). https://www.scribd.com/document/509985696/The-Influence-of-Korean-
Beauty-Standard-1

Martin Roll Company. (2021). Korean Wave (Hallyu) – The Rise of Korea’s Cultural Economy &
Pop Culture. Retrieved from: https://martinroll.com/resources/articles/asia/korean-wave-
hallyu-the-rise-of-koreas-cultural-economy-pop-culture/

Peterson, J. (2023). Beauty Across Borders: Exploring the Most Popular Plastic Surgeries
Around the Globe! Retrieved from: https://drjackpeterson.com/blog/most-popular-plastic-
surgeries-around-the-globe/