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Research on the Consumption Behavior of Young People in the Korean Wave Cultural Industry—A Case Study of Generation Z
Abstract
The dissemination and popularity of the Korean Wave (Hallyu) culture in mainland China has spanned nearly three decades. As a widely influential pop culture phenomenon, it has long been recognized by the public. Through its highly appealing content, the Korean Wave has gradually permeated the daily lives of young people, significantly influencing their consumption behaviors. This paper focuses on Generation Z as the research subject, examining their consumption behaviors related to Korean Wave culture. Through an investigation into the consumption behaviors of Generation Z youth, this study finds a strong correlation between their consumption patterns and those of Korean Wave culture consumers. For instance, they share preferences for self-pleasure consumption, value-driven consumption, and social consumption. Moreover, as the Korean Wave enters the Chinese market, its cultural industry further stimulates the consumption enthusiasm of Generation Z youth, particularly in areas such as Korean dramas, webtoons, variety shows, and beauty and cosmetics.
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