The Influence Of The Korean Wave Among Young Muslim Women In Chennai, India

Abstract

The Korean Wave, or Hallyu, has emerged as a significant cultural phenomenon, influencing youth globally through K-pop, K-dramas, and Korean beauty and fashion trends. This study explores the influence of Hallyu on young Muslim women in Chennai, India, focusing on their familiarity with its components, its impact on their cultural practices, and its implications for their religious and cultural beliefs. Employing a quantitative approach, the study surveyed 200 respondents, uncovering how young Muslim women navigate the intersection of global trends and Islamic values. Findings reveal a high level of familiarity with Hallyu, with 87% of participants engaging passively through digital platforms like YouTube and Instagram, though active participation in fan communities was less prevalent. Cultural practices, such as adopting Korean beauty routines and modest adaptations of K-fashion, showed significant selective engagement influenced by Islamic principles. However, 49% of respondents expressed concerns over the compatibility of certain Hallyu elements with Islamic teachings, and 52% reported occasional guilt about consuming such content. Statistical analyses highlighted a moderate correlation between familiarity with Hallyu and cultural practices (r = 0.38, p < 0.05) and a stronger correlation with variations in beliefs (r = 0.42, p < 0.01), indicating that exposure to Hallyu prompts critical reflection on cultural and religious values. The study concludes that young Muslim women in Chennai demonstrate agency in selectively engaging with Hallyu, integrating global cultural trends into their lives while upholding religious integrity. This negotiation reflects a hybrid identity that embraces modernity while preserving tradition. The findings contribute to the discourse on globalization, cultural negotiation, cultural hybridization offering insights for educators, policymakers, and scholars in understanding the dynamics of cultural exchange in religiously observant communities.