Hallyu and Strategic Interpretation of Malaysian Modernity among Young Malay Women

• Main Authors: Md Syed, Md Azalanshah, Kwon, Seung-Ho
• Format: Article
• Published: Research Institute of Asian Women 2019
• Subjects: HQ The family. Marriage. Woman; Communication. Mass media
• Online Access: http://eprints.um.edu.my/23353/; https://doi.org/10.14431/aw.2019.09.35.3.1

The growing popularity of South Korean popular culture, known as Hallyu (Korean Wave), among young Malay women since the early 2000s has become the latest focus of debate and discussion with respect to its impact on the development of modernity in Malaysia. In this context, there has been little qualitative inquiry into how Hallyu influences the development of modernity among its female supporters. Through in-depth interviews with 10 young female Hallyu fans in Malaysia, this study examines how increased transcultural competence through Hallyu shapes the construction and manifestation of modern femininity among Malay women. Findings show that young Malay women use strategies of negotiation in their interpretation of Malaysian modernity and transcultural influences, which allow them to not only strengthen their identity as Muslim women but also actively engage in the development of modern femininity. From these findings, the study suggests that Hallyu, as a mediated cultural force, may alter the implications of cultural globalization in Malaysia. © 2019, Research Institute of Asian Women. All rights reserved.