The Impact of K-Pop on Social Media Among Malaysians Youth: A Study on the Influence of K-Pop Idols on the Beauty Standards, Fashion Trends and Lifestyle Habits of the Malaysian Youth in Kuala Lumpur and Selangor

Ng, Andrea Hue June (2023) The Impact of K-Pop on Social Media Among Malaysians Youth: A Study on the Influence of K-Pop Idols on the Beauty Standards, Fashion Trends and Lifestyle Habits of the Malaysian Youth in Kuala Lumpur and Selangor. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

K-Pop, a global cultural phenomenon, has gained immense popularity worldwide, including in Malaysia. The globalization of K-Pop has had a significant impact on people, particularly fans, both positively and negatively. Thus, this research explores the multifaceted impact of K-Pop on Malaysian youth residing in Kuala Lumpur or Selangor. Specifically, this study analyzes how K-Pop idols’ portrayal on social media affects beauty standards among Malaysian youth, investigates the influence of K-Pop fandom culture on their spending habits, and proposes strategies to mitigate potential negative effects of K-Pop idols on Malaysian youth’s behaviours. Previous research on K-Pop has provided valuable insights but often focused narrowly on specific aspects, leaving gaps in understanding the complex dynamics of K-Pop’s influence. While some studies highlight how K-Pop promotes beauty diversity and self-confidence, they overlook challenges related to body image and appearance anxiety among fans. Similarly, research on K-Pop's financial aspects exposes vanity-driven spending and scalper culture but fails to examine their interconnectedness and potential consequences. Moreover, limited insight exists into how the darker aspects of K-Pop's global success, such as exploitation and idols' mental health challenges, affect fans, particularly Malaysian youth. To address these three research questions, the researcher used a qualitative research approach by conducting in-depth interviews with 5 dedicated K-Pop fans, each with a minimum of 5 years of active engagement. The findings uncovers K-Pop’s significant influences on beauty standards, aligning with Two-Step Flow Theory and Social Comparison Theory. Findings revealed diverse spending habits among Malaysian youth in the K-Pop fandom culture, ranging from budget-conscious to substantial investments, with varying financial impact among individuals. The informants provide valuable perspectives and useful advice to handle potential detrimental effects of K-Pop idols on Malaysian youth behaviour. Recommendations are tailored for youth, parents, educators and schools, media professionals, and the government to address these concerns effectively.