Early roots of Hallyu in Malaysia
Online streaming platforms such as Viu and Netflix further boosted accessibility, offering Malaysian audiences a broader selection of dramas with subtitles. Series such as Crash Landing on You and Goblin not only introduced popular characters and storylines but also contributed to the rise of binge-watching culture, deepening the emotional attachment to Korean storytelling.
K-pop, arguably the most visible element of the Korean Wave, gained momentum in Malaysia slightly later but with explosive effect. Initially making waves among niche fans through groups such as Super Junior, Girls’ Generation and Big Bang, K-pop exploded into the mainstream with global sensations such as BTS, Blackpink and Exo. Malaysian fans are now among the most active in streaming music videos, organising fan projects and attending concerts.
In 2024, Malaysia welcomed a wave of K-pop acts, showcasing the country’s growing status as a key destination for international tours. Notable performances included Cha Eun-woo, Epik High, Taemin, Kyu-hyun, Treasure, Super Junior, Kim Sung-kyu and CNBlue, among others. While this list may not encompass all K-pop idols who graced Malaysian stages, it represents a good portion of the vibrant Hallyu presence this year. The influx of these high-profile artistes not only thrilled fans but also gave a substantial boost to the local economy, with increased tourism, hospitality and retail activity surrounding these events.
Korean variety shows and celebrities
Korean celebrities too have become household names in Malaysia. Endorsement deals with major brands have brought stars such as Hyun Bin, IU and Lisa of Blackpink closer to Malaysian consumers. These partnerships often lead to increased sales of products ranging from cosmetics to gadgets, highlighting the economic impact of Korean entertainment.
The rise of Korean entertainment has gone hand in hand with an interest in other aspects of Korean culture. Korean language classes have seen an uptick in enrolment, driven by fans eager to understand their favourite content without subtitles. Meanwhile, Korean cuisine has become a staple of Malaysia’s dining scene, with restaurants serving bibimbap, tteokbokki and Korean fried chicken flourishing nationwide.
Local adaptation and challenges
However, Rizal believes Korean storytelling and production values can inspire local creators.
Strategic integration
“We approach it with respect and a lot of listening. Malaysia is unique because of its multicultural audience, so we blend elements of Korean pop culture with local flavours in our marketing, visuals and partnerships. It is about ensuring everyone feels part of something special,” Rizal shared.
Collaborations with organisations such as the Korea Tourism Organisation have promoted Korean culture through events such as K-pop concerts, fan meetings and food festivals, attracting thousands of attendees. Investments in digital infrastructure have made streaming platforms more accessible, ensuring the continued growth of Korean entertainment in Malaysia.
The rise of Korean entertainment in Malaysia exemplifies the power of cultural exchange in a globalised world. As Hallyu continues to evolve, its influence on Malaysian society will likely expand, creating new opportunities for collaboration and creativity. From dramas and music to food and fashion, the Korean Wave is here to stay, continuing to influence the local landscape.
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