Abstract
Hallyu, or the Korean Wave, has emerged as a global cultural phenomenon, profoundly shaping the preferences, behaviors, and identities of young people worldwide. This study examines the influence of Hallyu on students at Liceo de Cagayan University, focusing on lifestyle aspects such as food choices, fashion trends, and leisure activities, as well as personal behaviors including social interactions, financial spending habits, and learning development. Using a predictive correlational research design, data were collected through surveys administered to a representative sample of students. Descriptive statistics were used to analyze demographic profiles and perceptions, while Pearson’s Product Moment Correlation and Multiple Linear Regression assessed relationships between Hallyu influence and students' lifestyles and behaviors. Instrument reliability was confirmed using Cronbach’s Alpha with excellent results across constructs. Findings revealed that Korean media significantly shaped students' consumption patterns, entertainment preferences, fashion choices, food preferences, and financial behaviors. While fostering cross-cultural appreciation, the study also highlighted concerns about cultural homogenization. These findings contribute to discussions on cultural globalization, youth identity formation, and media influence. They offer actionable insights for educators and policymakers in promoting cultural appreciation while preserving Filipino heritage. Further research is recommended to explore Hallyu's long-term effects on cultural integration and youth development.
