What is culture?

• Culture can be defined as the ways of life of an entire society.

• Etymologically, it came from the Latin cultura stemming from colere, which means "to cultivate".
• It includes codes of manners, language, religion, rituals, arts, beliefs, and institutions of a
population that are passed down from generation to generation.
• Edward Tylor defined culture as the complex whole of society which includes knowledge,
beliefs, arts, morals, laws, custom, and any other capabilities and habits acquired by man as
a member of society.
• It refers to patterns of human activity and the symbolic structures that give such activities
significance and importance.
• Culture can be compared to an iceberg in some ways. Both have a visible section above the
waterline and a larger invisible section below the waterline.
• It has some aspects that are easily seen and other aspects that are very subtle and difficult to
see and understand. Similar to an iceberg, the observable behaviors represent merely a fraction of
a significantly larger cultural entity.

Sociologists View on Culture

• Culture stands out as a paramount concept in sociology, acknowledged by sociologists for its
pivotal role in our social existence.
• It proves instrumental in shaping social connections, upholding or challenging societal structures,
influencing our understanding of the world and our position within it, and molding our daily actions
and encounters in society.
• This intricate concept encompasses both non-material and material elements.

• When sociologists talk about the non-material aspects of culture, they mean the shared values,
beliefs, language, and customs of a group.
• This includes what we know, our common sense, assumptions, and expectations. Culture also
involves the rules, norms, laws, and morals that guide a society.
• It covers the words we use and how we use them (called "discourse"), as well as symbols like
traffic signs that convey meaning.
• Additionally, culture extends to our actions and behaviors, such as in theater and dance.
• On the other hand, material cultures, also known as cultural products, are composed of the
things that are made and used by humanity.
• These include a variety of things such as buildings, technological gadgets, fashions, films,
music, and forms of arts and literature.
• For sociologists, these two aspects of culture are intimately connected since material culture
is shaped and emerges from the non-material aspects of culture, which means what we value
and believe and what we are doing together in a society in everyday life influence the things we
make.
• For example, music, films, and other forms of arts may influence the values, beliefs, and
expectations of those who interact with them that may lead as well in the creation of additional
cultural products or material culture.

• Culture is important to sociologists since it plays a significant role in the production of social
order or the stability of society based on the collective agreement to rules and norms.
• These norms and laws allow us to cooperate, to function as a society, and to live together ideally in
peace and harmony.
 • Emile Durkheim, a French sociologist, believed that both material and non-material aspects
of culture are valuable in that they hold society together.
• The values, beliefs, morals, communication, and practices that people share in a particular
society provide them with a shared sense of purpose and a valuable collective identity.
• It is revealed in his research that when people come together to participate in rituals, they
reaffirm the culture they hold in common. By doing so, these strengthen the social ties that
bind them together as a society.

• Moreover, Karl Marx argued that a small group of people controls the way we think and
believe, which keeps the majority of people in an unfair position.
• For example, in capitalist societies, there is a common belief that if you work hard, you will be
successful. However, many people work long hours in low-paying jobs and still struggle to make
ends meet.
• Marx would say this belief is promoted by those in power to keep the current system in place,
even though it does not truly benefit most people. Instead, it helps maintain the wealth and power of
a select few.

• Let us consider the common belief that education is the key to escaping poverty.
• This idea is widely accepted, and many families make significant sacrifices to send their children
to school, believing that a college degree will guarantee a stable and well-paying job.
• By encouraging people to invest in education, the system maintains a steady supply of educated
workers, while the underlying issues of job scarcity, wage inequality, and limited economic
opportunities remain unaddressed.
• This belief keeps people striving within a system that does not necessarily provide the promised
rewards, allowing the wealthy and powerful to maintain their dominant position in society.

• Both Marx and contemporary theorists recognize the significant role of culture in shaping
societies, yet neither stance is absolute.
• While culture can indeed facilitate oppression and control, it also harbors potential for
creativity, resistance, and emancipation.
• Culture stands as a fundamental pillar of human social existence and organization,
underpinning the fabric of relationships and societal constructs. Without it, the very essence
of society would be fundamentally altered (Cole, 2019).

Characteristics of Culture

Culture embodies five fundamental traits. It is acquired, communal, symbolically grounded, cohesive, and
ever evolving. These foundational aspects are common to all cultures.

1. Culture is acquired through learning rather than inherited biologically. Much of this learning occurs
unconsciously, absorbed from familial, peer, institutional, and media influences. This process of cultural
acquisition is termed enculturation. While humans universally share basic biological needs such as
sustenance and reproduction, the methods of fulfilling these needs vary across cultures.

2. Culture is communal, shared among members of a group, enabling individuals to behave in

socially acceptable ways and anticipate others' behaviors. However, cultural sharing does not imply
uniformity; rather, it encompasses diverse cultural realms within any given society.

3. Culture is predicated on symbols -representations that convey abstract concepts. These symbols
are culturally specific and possess meaning only within agreed-upon contexts. Language, currency, and
artistic expressions exemplify such symbols, with language serving as the foremost symbolic medium of
culture.

4. Culture is characterized by integration. Its various components are interconnected, forming a

cohesive whole. This holistic nature, termed holism, necessitates a comprehensive understanding of
all cultural facets to fully grasp its essence.

5. Culture is dynamic, subject to interaction and transformation over time. Interactions between
cultures facilitate the exchange of ideas and symbols, leading to cultural evolution. As cultures adapt
to changing environments, they undergo continual modification. Given its integrated nature, a change in
one cultural aspect often triggers adjustments throughout the entire system.

Introduction

• Each ach country in the world has its unique customs and practices, distinct cultural identities, and
diverse traditions.
• In any culture, there will be hidden beauty in the place that characterizes the lifestyle and people
there.

• Indeed, the Philippines has rich and diverse cultural heritage that reflects a blend of
indigenous, Spanish, and American influences.
• The country's unique customs, practices, and traditions contribute to its vibrant and dynamic cultural
identity. Filipinos are known for their warm and welcoming nature.
• Hospitality is deeply ingrained in the Filipino culture, and visitors are often treated like family.
• This sense of community and interconnectedness is expressed through the concept of kapwa,
which emphasizes a shared identity and a sense of togetherness.

• The Philippines is home to a multitude of colorful and lively festivals that celebrate various
aspects of local culture, history, and religious traditions.
• Festivals like the Sinulog, Ati-Atihan, and Pahiyas showcase the Filipinos' penchant for vibrant
costumes, music, dance, and elaborate decorations.
• The diversity of religious practices adds a layer of richness to the cultural tapestry of the country.
• The Philippines is predominantly Catholic due to centuries of Spanish colonization. However,
there is also a significant Muslim population, particularly in the southern part of the country.

• Family plays a crucial role in Filipino culture, and strong family ties are highly valued.
• Respect for elders, close-knit family relationships, and the concept of utang na loob (debt of
gratitude) are integral aspects of Filipino family life.
• The concept of bayanihan reflects the Filipino tradition of communal unity and cooperation.
• Historically, it referred to the practice of neighbors helping each other move houses by
literally carrying the entire house.
• Today, it symbolizes the spirit of community and cooperation in times of need.

• Filipino cuisine is also a reflection of the country's history and diverse cultural influences.
• From the Spanish-inspired adobo to the Chinese-influenced pancit, Filipino dishes are a
delightful fusion of flavors.
• Street food, such as balut (fertilized duck egg) and isaw (grilled chicken or pork intestines),
also adds a unique culinary experience.
 • Despite the influences from colonial powers, Filipinos have managed to preserve and integrate
their own cultural elements, making the Philippines a truly unique and diverse nation with a hidden
beauty that captivates those who explore its customs and traditions.

Definition and Elements of Popular Culture

• The term popular culture holds various interpretations depending on the definition and the context.
It refers to the vernacular or mainstream culture prevalent within a society at a specific time.
• It denotes the prevailing culture within a society at a given time, encompassing everyday
interactions, fashion, language, and media consumption,
• as highlighted by Brummett in Rhetorical Dimensions of Popular Culture. Popular culture is
characterized by its dynamic nature, with constant change influenced by societal trends and
technological advancements.
• Despite its fluidity, certain standards and shared beliefs are reflected, reflecting both the influence of
and impact on everyday life. Iconic brands, for instance, attain cultural significance, but their
prominence may fluctuate over time.

• Popular culture enables diverse masses to find collective identification, fostering inclusivity
within society by uniting individuals around shared ideals of acceptable behavior.
• This inclusivity not only strengthens individuals' sense of belonging to the broader society but also
elevates their status within their peer groups through the consumption of pop culture items.
• Popular culture differs from folk and high culture in its accessibility and mass appeal.
• Folk culture emphasizes tradition and local customs, while
• popular culture seeks innovation and novelty.
• On the other hand, high culture is reserved for the elite, encompasses fine arts and
intellectual pursuits, and often requires specialized knowledge or appreciation.
• Unlike folk or high culture, popular culture offers individuals opportunities to challenge
prevailing sentiments and behavioral norms, thus serving as a catalyst for societal change. Its
appeal lies in its ability to provide avenues for both personal fulfillment and communal connection.

• There are many ways in which we experience popular culture today.

• It is something we can't help but find ourselves immersed in every minute of our daily lives.
• Everything around us from cooking to clothing, sports, or literature is considered as some type or
form of pop culture.
• Popular culture is something that of which is most strongly represented by what is perceived
to be popularly accepted among society"
• In essence, popular culture embodies the expressions and identities frequently encountered
and widely accepted within a society, shaping its social fabric and individual experiences.

Significance and Impact of Popular Culture

• Popular culture serves as a unifying force, allowing heterogeneous masses to identify

collectively and fostering a sense of inclusion within society.
• It reflects prevailing sentiments and norms and influences individual behaviors and societal
trends.
• Consumption of popular culture items often enhances an individual's social standing within
their peer group while contributing to communal bonding and shared experiences.
• It also provides insight into the formation and evolution of societal values and behaviors, and
it fosters a sense of national identity and commonality amid diverse populations.
 • Understanding popular culture is essential for engaging with diverse audiences and fostering
cultural competence.
• In an increasingly globalized world where individuals from different backgrounds coexist, familiarity
with popular culture facilitates cross-cultural communication and empathy.
• It provides a common ground for dialogue and mutual understanding, bridging cultural
divides and promoting social cohesion.

• Studying popular culture is not merely an academic pursuit but a vital tool for navigating and
understanding the complexities of contemporary society.
• It enables us to decipher cultural codes, challenge societal norms, and cultivate a more inclusive
and informed worldview.

Examples and Sources of Popular Culture

• Examples of popular culture span various domains, including music, literature, sports,
entertainment, fashion, and television.
• Sports and television, in particular, enjoy widespread consumption and enduring popularity,
serving as prominent facets of contemporary culture.
• The formation of popular culture is intricately linked to historical developments such as
urbanization and industrialization, which facilitated mass communication and cultural
exchange.

• Urbanization plays a pivotal role in the formation and evolution of popular culture by a dynamic
environment conducive to cultural exchange, innovation, and the emergence of shared
cultural phenomena.
• As individuals from different walks of life converge in cities, they bring with them their unique
traditions, customs, languages, and artistic expressions.
• This cultural diversity fosters cross-cultural interactions, leading to the blending and hybridization
of cultural elements.
• Consequently, urban areas become melting pots of diverse cultural influences, contributing to
the richness and complexity of popular culture.
• Urban centers serve as incubators of cultural dynamism and creativity, shaping the collective
imagination and identity of contemporary society.

• Industrialization, on the other hand, plays a significant role in shaping the formation and
dissemination of popular culture by revolutionizing social structures, communication
systems, and modes of cultural production.
• It introduces mechanized production processes that enable the mass production of cultural
goods such as books, newspapers, magazines, music recordings, films, and consumer products.
• This mass production lowers costs, increases accessibility, and expands the availability of cultural
products to broader segments of society.
• As a result, cultural products become more widely circulated and consumed, laying the groundwork
for the emergence of popular culture.
• It also transforms societies into consumer-driven economies characterized by mass consumption,
advertising, and commodification.
• The rise of consumer culture encourages the production and consumption of cultural goods and
services tailored to mass tastes and preferences.
• Advertisements, branding, and marketing campaigns promote cultural products and shape
consumer desires, influencing popular tastes and trends.
 • As cultural products become commodified and commercialized, they contribute to the formation of
popular culture as a reflection of consumer society's values, aspirations, and lifestyles.
• The advent of mass media, technological advancements, and increased literacy further contributed
to the expansion of popular culture.

• The sources of popular culture include mass media platforms like television, film, radio, and
the internet.
• These disseminate cultural products and shape public discourse.
• Aside from this, professional entities such as news media and scholarly publications influence
public opinion and contribute to the collective understanding of societal issues.
• Individualism also plays a role in shaping popular culture, as individuals' choices and
expressions contribute to cultural diversity and innovation.
• However, the adoption of unique styles or behaviors by the masses may lead to their assimilation
into mainstream culture, highlighting the dynamic interplay between individual agency and collective
norms.

Spanish Cultural Influences on Philippine Popular Culture

• Spanish influence is evident today in law, religion, education, language, family names,
architecture, the arts, music, cuisine, and customs which have been adopted and blended into
the present-day Philippine culture.
• Spain brought its language, its literature, its laws, and its religion to a Far Eastern country.
• Many of the clergy tried to help the people in their social and economic development.
• They taught many children to read and write in the local dialects, the better to teach them the
Christian religion.

• Though Spanish was the official language of the Philippines for more than three centuries, it did not
survive the American occupation and the post-war years, where English and the national language
Filipino (based on Tagalog) replaced it.
• Eight major languages plus over a hundred more are spoken in the Philippines currently.
• The various Philippine languages today incorporate many words of Spanish origin in their lexicon.
• A mixed Spanish-Filipino language called Chavacano has prevailed in Zamboanga City.

• There is now a movement by the Philippine government to preserve and maintain heritage sites,
while heritage groups and young Filipinos seek to revitalize aspects of Fil-Hispanic literature and
language and Fil-Hispanic culture through its built heritage.

• The Philippines and Spain have become closer in the modern era, with many reciprocal visits of
their heads of state to each other's countries.
• The reconstruction of Fort Santiago and Intramuros, as well as the survival of many monuments
from the Spanish past, including several in the UNESCO list of world heritage sites have ensured
that the shared history of the Philippines and Spain will not be forgotten.

• When the Spanish arrived in 1521 and ruled over the Philippines until 1898, they introduced
Spanish ingredients such as tomatoes, olive oil, garlic, and onions.
• Additionally, they brought forth dishes like chicken or pork adobo, which became the country's
national dish, afritada (chicken or pork with vegetables simmered in tomato sauce), and
embutido (Filipino-style meatloaf)
 • Dominantly, the primary goal of the Spanish colonizers was to introduce Christianity to the
country, but this was not the only goal.
• The Spanish colonial rule in the Philippines spanned over 300 years, fostering a deep cultural
exchange and leaving a lasting impact on the nation's traditions and heritage.
• Arriving in the 16th century, the Spanish established their influence through the Manila-Acapulco
Galleon Trade, which connected Asia, the Americas, and Europe. This trade route enabled the
exchange of goods, ideas, and cultures between the East and the West.

• There are Spanish influences that are still observed today in the Philippines. Some of these are the
Spanish loan words such as mesa (la mesa), sapatos (zapatos), eskwela (escuela), abogado
(abogado), kumusta (Como esta), and casa (casa which means house)

Some of the Spanish surnames that are still evident in our society are the following:

1. Del Rosario - This surname means "of the Rosary," reflecting the deep Catholic roots instilled by the
Spanish. It is a popular surname in the Philippines, symbolizing devotion and faith.

2. Santos This is derived from the Spanish word for "saints." Santos is a widespread surname in the
Philippines, indicative of the Spanish influence on religious practices and the high regard for sainthood in
Catholicism.

3. Reyes Meaning "kings" in Spanish, Reyes is a common Filipino surname that underscores the Spanish
cultural and linguistic imprint on Filipino identity, signifying nobility and regality.

4. Garcia -A common Spanish surname that has been fully integrated into the Filipino naming system,
Garcia reflects the widespread adoption of Spanish surnames following the Clavería decree of 1849,
which standardized surnames in the Philippines.

• The fiesta, a community celebration meaning festival, is a traditional Filipino event introduced
by the Spaniards.
• These joyful and grand events are central to Filipino culture.
• Fiestas, held in nearly every town and province across the nation, honor patron saints, ethnic
traditions, and significant milestones for local communities.
• Aside from fiesta, the observance of Semana Santa (Holy Week) includes practices such as
processions and reenactments of Spanish influence Christ's Passion, reflecting deep.

American Cultural Influences on Philippine Popular Culture

• The Philippines was a colony of the United States from 1898 to 1946.
• American culture had a profound impact on the country, influencing government, social
institutions, and musical tastes.
• The American colonization left the Philippines with numerous positive impacts that improved the
lives of the Filipinos particularly in economy, politics, society and culture, and education. Americans
helped the society improve.
• English was introduced as the official language; the education system reformed; port, rail, and
road-building programs initiated; and war-damaged settlements rebuilt.
• Western architecture and urban planning forms were introduced as part of this "national
development" process. The establishment of the American education system was one of the
greatest contributions of the Americans during their period in the Philippines,
 • American soldiers who volunteered became the initial educators of the Filipinos. Among their
tasks was the construction of classrooms in all areas where they were stationed.
• Education swiftly became a vital concern for Filipinos. The emphasis of American education in the
country was on the dissemination of democracy and the cultivation of upright citizens, which
encompassed educating people about their rights and duties.

• American colonizers helped the Filipinos rise from the lowest economy to slowly recovering and
gaining more and more economic growth.
• The Americans established provincial and municipal elections and later a national election
that was held in 1907.
• The Americans improved the way of living of the Filipinos by introducing their culture to the
society. Additionally, Americans propagated their culture, particularly the English language, among
the Filipino populace.

• As time went on and technology improved, the Americans brought influence on clothing and
food to the Philippines as well.
• The clothing that America introduced to the Filipino culture included belts, bonnets, hats,
suspenders, high heels, polo shirts, tennis shoes, short skirts, dresses, pantyhose, and
make-up.
• During the American period, Filipinos of all classes and origins began adopting Western
aspects of civilization, including fashion.
• For example, they embraced American styles such as hats, long-sleeved coats, and long-
sleeved shirts with matching neckties for men.

• With the high cost of reconstructing railways and surplus US Willys jeepneys available, Filipino
ingenuity provided a solution to the mobility issue.
• These surplus jeepneys were transformed into the iconic jeepney, known as the "king of the
road," and they continue to be in use today.
• The most significant influence evident today is in the Philippine government and economic system.
• The "to-go" concept, synonymous with eating on the run, reflects the fast-paced lifestyle
prevalent among many Americans.
• Often juggling various commitments, such as work, family, errands, and social engagements,
Americans frequently find themselves rushing from one activity to another.
• As a result, there is a limited window for leisurely sit-down meals.
• Drive-thru facilities are pervasive in fast-food establishments nationwide, catering to the need
for quick and convenient dining options.
• Beyond mere practicality, dining out holds an element of enjoyment for Americans, adding a sense
of fun to their busy schedules

• Filipinos were influenced by American cuisine, which introduced iconic dishes like burgers and
canned meats such as corned beef and Spam.
• American technology, such as microwaves and refrigerators, was introduced.
• Furthermore, the fast-food culture was brought over, later adopted by the Philippines with the
establishment of Jollibee, a local hamburger chain akin to McDonald's.

Japanese Cultural Influences on Philippine Popular Culture

• When the Japanese replaced the Americans during World War II, they were taken aback not only
by the Filipinos' pro-American sentiment but also by the extent of American influence ingrained in
Filipino culture.
 • Interestingly, it was the Japanese who advocated for the use of Tagalog and the revitalization of
Filipino cultural traditions as part of the 'Asia for the Asians' policy.
• Following the attainment of independence in 1946, priorities shifted Japan's culture, including its
anime, manga, music, and fashion, has gained a global following, and its influence can be seen in
the popular culture of many countries.
• In addition, Japan's traditional culture, such as its tea ceremony and martial arts, has been
adopted by many people outside of Japan including the Philippines.

• Japanese pop culture has undoubtedly made a significant impact on Filipino youth in recent
years.
• The rise of anime, manga, J-Pop, and Japanese fashion has captivated the hearts of young
Filipinos and influenced their preferences and lifestyle choices.
• Kawaii culture, with its emphasis on cuteness and vibrant aesthetics, has also found its way
into Filipino youth fashion, art, and even social media.
• Filipino youth have embraced the kawaii culture, donning colorful outfits, incorporating cute
accessories, and adorning their belongings with adorable characters like Hello Kitty and
Rilakkuma.
• The popularity of kawaii fashion and style has given rise to local fashion brands and online shops
catering to this growing demand.

• The influence of Japanese pop culture extends beyond entertainment and aesthetics.
• It has also impacted the lifestyle and values of Filipino youth.
• The strong sense of community, loyalty, and perseverance portrayed in anime and manga
series have inspired young Filipinos to adopt similar values in their lives.
• The influence of Japanese pop culture on Filipino youth is undeniable.
• Japanese pop culture has introduced Filipino youth to different forms of art, music, and
entertainment, expanding their horizons and fostering creativity.
• Japanese pop culture has also helped bridge cultural differences between Japan and the
Philippines, allowing Filipino youth to gain a deeper understanding of Japanese culture and values.
• In addition, this cross-cultural exchange fosters a vibrant and dynamic youth culture, enriching the
Filipino experience.

Chinese Cultural Influences on Philippine Popular Culture

• In the 16th century, a significant influx of immigrants from the Chinese coastal regions of Fujian
and Canton introduced culinary techniques such as stir-frying and steaming to the Philippines.
• According to Amy Besa, an award-winning cookbook author in Memories of Philippine
Kitchens, they also brought along their own culinary specialties across the South China Sea.
• These specialties predominantly include noodles and spring rolls, which have become integral
parts of Filipino cuisine.
• Examples include the saucy noodle dish pancit luglug, featuring vibrant orange savory sauce, as
well as pancit canton and lumpiang shanghai (fried spring rolls).
• Pancit canton has its origins in Chinese noodle soup dishes,
• while lumpia traces its roots back to Chinese spring rolls.
• Additionally, siopao (steamed buns filled with meat) and siomai, traditionally served in
Cantonese restaurants, have become popular Filipino merienda or snack options.

• The arrival of the Chinese in the Philippines predates the arrival of the Spanish by at least five
centuries.
 • The research conducted by Miclat illustrates that according to official records, the natives of the
Philippines willingly embraced the offerings of Chinese culture since at least the 10th
century.
• For example, Chinese motifs that symbolized imperial power, the dragon and the phoenix,
were found in the trade ceramics discovered in the Philippines.
• In the Visayas, Chinese ceramic jars that bore the dragon were called ihalasan, which comes
from the word ahas or snake.
• For the Visayan people, the mythical qualities attached to the dragon were very similar to the beliefs
they developed regarding the snake, thus making the adoption of the Chinese dragon into Visayan
culture relatively seamless.
• The practice of borrowing from Chinese culture can also be applied to Guan Yin, the Chinese
Goddess of Mercy.
• Within the San Agustin Church Museum complex, there is a statue of the Virgin Mary adorned
in attire reminiscent of Guan Yin.

Korean Cultural Influences on Philippine Popular Culture

• Filipino culture is a rich amalgamation of various influences simmering under the intense Southeast
Asian sun.
• This fusion is evident across multiple facets of our society, including language, cuisine,
infrastructure, and more. With the global phenomenon of the Korean wave, or Hallyu, sweeping
across the world, the Philippines has eagerly embraced this cultural wave.
• From passionate K-pop fans to the proliferation of Korean grocery stores, Korean culture has
found a fervent following within our borders.

• Korean music, in particular, has left a significant mark on modern pop culture, with K-pop
groups sharing chart dominance with their Western counterparts.
• Many Filipinos have become devoted fans of K-pop acts, actively supporting their favorite
groups through album purchases and more.
• Additionally, a new genre called P-pop emerged with the arrival of MNL48 and SB19, drawing
inspiration from the J-pop phenomenon.
• This genre, akin to our adaptation of foreign dishes like adobo, reflects our penchant for embracing
and evolving foreign influences.

• Filipinos were and still are attracted to various Korean boy and girl groups dubbed as K-pop
idols.
• Korean culture is amazing, their music is fantastic; some songs are filled with emotions that you
can relate to and even as the lyrics are in a different language, there is just something truly
wonderful behind the music that Filipinos love and listen to.
• As Korean culture has grown its influence in our country, Filipinos tend to buy physical albums
and merchandise of Korean pop idols and products that Korean idols endorse, exemplifying the
great and inexplicable Korean effect.

• In addition, Korean music entices the Filipino hearts, as Korean idols hold their concert, release
their albums, and launch their singles.
• Even by watching them through the internet, you can see the love, support, and devotion the
Filipino people pour into Korean music.

• In the realm of television and cinema, Korean dramas and movies gained immense popularity in
the early 2000s and continue to captivate Filipino audiences.
• From airing dubbed Korean shows to producing Filipino adaptations of popular Korean dramas
like Descendants of the Sun, we have embraced the storytelling and aesthetic sensibilities of
Korean media.
• This cultural exchange has even influenced our media landscape, leading to the adoption of the
"love team" concept and other marketing strategies pioneered by Korean entertainment.

• As Filipino fans immerse themselves in Korean dramas and music, they often find themselves
influenced by the eating habits and preferences of their favorite Korean idols.
• This level of devotion drives them to purchase and consume the same foods and products
endorsed by their idols, mirroring their consumption patterns.
• Over time, Korean culture has increasingly permeated Filipino society, gaining momentum since its
initial introduction to the country.
• Today, Korean foods and products are widely available in Filipino markets, with the proliferation
of Korean stores in malls, commercial centers, and other urban areas.
• These establishments offer a variety of K-beauty products, clothing, and food items, catering to
the Filipino fascination with Korean aesthetics and lifestyle.
• Filipinos admire the beauty and style of Korean people, appreciating their fashion sense and
presentation.
• This admiration extends to Korean cuisine, with dishes like samgyeopsal, gimbap, kimchi, and
chapchae becoming beloved favorites among Filipinos.
• The exquisite flavors and culinary experiences offered by Korean cuisine further underscore the
influence of Korean culture on Filipino tastes and preferences.

• In addition to food, Korean products are highly regarded by Filipinos for their exceptional
quality, satisfaction, and features.
• Korean brands have garnered countless positive reviews and gained popularity in the Filipino
market, offering products and services that exceed expectations.
• This trend highlights the enduring impact of Korean culture on Filipino consumer behavior and
preferences.

• Korean fashion trends have made a significant impact on Filipino style preferences, especially
among the younger generation.
• Inspired by the fashion showcased in Korean media, Filipino youth are increasingly gravitating
towards Asian aesthetics, marking a departure from traditional Western fashion influences.
• This evolution in fashion reflects our dynamic cultural landscape, where we continuously blend and
reinterpret foreign influences to create something uniquely Filipino.

• Filipinos are more inspired in designing clothes that are colorful, look presentable and classy.
• They tend to try something new and fashionable that even designers in the Philippines are
challenged to make more interesting fashion styles.
• Korean style also challenges the creativity and skill of Filipinos in going with the trend of
making clothes out of old garments as a way of being economical (Camarillo, 2013).
• Also, some markets in the Philippines are making a good sum from selling clothes that are inspired
by the Korean style.

• Korean fashion style influence Filipinos in some other way. According to a related literature,
there are positive views that Korean dramas influence Filipinos in Korean fashion style.
• However, it also shows a survey that despite this positive influence, some Filipino students said that
they will preserve their culture instead.
• They also thought that Korean style doesn't suit them and their culture that much (Kim & Kim,
2015).
• Filipinos who want a change in fashion style like clothes or hairstyle just to look like Koreans
need not resort to wasting a lot of money to attain the Korean look.
• This also has a negative effect to the Philippines; people forget to think about it or consider how
much money they spend just to follow Korean fashion style (Igno & Cenidoza, 2016).

• By the 21st century, different styles came up from different eras. The Filipinos were exposed to
various fashion styles and brands in the advent of new technology and social media in 2010.
• There became more choices for the people as shopping malls and clothing apparel started
dominating the market. Thus, the fashion sense of Filipinos has varied despite the influx of foreign
cultural influences, our identity remains distinctly Filipino.
• Our fascination with Korean culture is not a dilution of our identity but rather a testament to our
adaptability and creativity in integrating diverse influences into our cultural tapestry.
• As we continue to explore and embrace foreign cultures, we enrich our own cultural landscape,
showcasing the vibrance and resilience of Filipino identity.