6th Philippine Korean Studies Symposium

DAY 1 : November 21 (Thursday) TIME ACTIVITY 8:00 – 9:00 Registration OPENING PROGRAM WELCOME REMARKS Mary Delia G. Tomacruz, DBA Assistant Vice President, Office of the Vice President for Academic Affairs University of the CONGRATULATORY REMARKS 9:00 – 9:30 Maria Bernadette L. Abrera, Ph.D. Dean, College of Social Sciences and Philosophy University of the Philippines Diliman OPENING REMARKS Aldrin P. Lee, Ph.D. OIC-Director, Korea Research Center University of the Philippines PLENARY LECTURE 1 Korean and the International Cultural Flow 9:30 – 10:40 Doobo Shim, Ph.D. Sungshin Women’s University 2019 UP KRC CORE RESEARCH PRESENTATIONS A Review of Economic Agendas and Relevant Bilateral Relations of and the Philippines: Directions for Opportunities, Enhancements, and Improvements Erik Paolo Capistrano, Ph.D. Virata School of Business, University of the Philippines Diliman Harnessing Philippine Soft Power: 10:40 – 12:10 Lessons from South Korea’s Soft Power Strategy Aaron Jed Rabena, Ph.D. Asia Pacific Pathways for Progress Foundation Inc. Media Representations of Koreans in the Philippines Jean Encinas-Franco, Ph.D. & Samuel Cabbuag Department of Political Science / Department of Sociology University of the Philippines Diliman 12:10 – 1:30 Lunch Break

2 3 6th Philippine Korean Studies Symposium

DAY 1 : November 21 (Thursday) PARALLEL PAPER PRESENTATIONS AUDITORIUM SEMINAR ROOM TIME ACTIVITY A B 8:00 – 9:00 Registration Filial Piety: A Contemporary Managing K-Pop in the Moral Quandary in the OPENING PROGRAM Philippines: Philippines and Lessons from the Shopee x WELCOME REMARKS South Korea Evaluated Using Experience Aristotle’s Virtue Ethics Mary Delia G. Tomacruz, DBA Erik Capistrano Vera Yael P. Miñoria Assistant Vice President, Office of the Vice President for Academic Affairs Virata School of Business Department of Philosophy UP Diliman University of the Philippines UP Diliman CONGRATULATORY REMARKS Beautiful Spectrum: ’ Beyond The (K-pop) Scene: 9:00 – 9:30 Maria Bernadette L. Abrera, Ph.D. Reception of Korean Telenovelas Analyzing the Role of BTS’s Nina Isabella Bello, Love Myself Campaign and Dean, College of Social Sciences and Philosophy 1:30 – 3:00 Paula Angeline Calayan, Juan Celebrity Diplomacy in the University of the Philippines Diliman Christian Nadong, and Anna Promotion of UNICEF’s Child OPENING REMARKS Patricia Pagdanganan Protection Campaign Department of Reini Azriel Evangelista Aldrin P. Lee, Ph.D. Communication Research Department of Political Science OIC-Director, Korea Research Center UP Diliman UP Diliman University of the Philippines Manufactured Idol: A Study on the Commodification of the 가시나 (Gashina): Hating the PLENARY LECTURE 1 Korean BoA Kwon Feminists in South Korea Korean Popular Culture and the International Cultural Flow Shari Oliquino Clarissa Camaya 9:30 – 10:40 College of Social Work and Asian Center Doobo Shim, Ph.D. Community Development UP Diliman Sungshin Women’s University UP Diliman 2019 UP KRC CORE RESEARCH PRESENTATIONS 3:00 – 3:30 Coffee Break C D A Review of Economic Agendas and Relevant Bilateral Relations of Philippine Labor Migration in Learning the SMART Way: South Korea and the Philippines: Directions for Opportunities, the Context of the South Korea’s Pursuit of New Southern Policy Enhancements, and Improvements Smart Education Roweno Cinco Jessa Frida Tobias- Festijo Erik Paolo Capistrano, Ph.D. Balai OFW Center for Research and Innovation Center Virata School of Business, University of the Philippines Diliman Migration Initiatives The ‘Making of New Fatherland’: Harnessing Philippine Soft Power: Moon Embracing the Sun: 10:40 – 12:10 Analyzing President Moon A Comparative Study on Lessons from South Korea’s Soft Power Strategy 3:30 – 5:00 Jae-in’s Peace Strategy in North Korea Policies under His Narrative Performance of Aaron Jed Rabena, Ph.D. Kim Dae-jung and Moon Jae-in Korean Reunification Asia Pacific Pathways for Progress Foundation Inc. Marco Angulo Gian Franco Asian Center College of Arts and Letters Media Representations of Koreans in the Philippines UP Diliman UP Diliman Jean Encinas-Franco, Ph.D. & Samuel Cabbuag Analysis on the Translation of The Food of Filipino Soldiers Department of Political Science / Department of Sociology to Filipino (PEFTOK) in the Korean War University of the Philippines Diliman Jay-Ar Igno Raymond Barreno 12:10 – 1:30 Lunch Break Department of Linguistics BA History

2 3 6th Philippine Korean Studies Symposium NOTES DAY 2 : November 22 (Friday) Venue: NISMED Auditorium TIME ACTIVITY 8:00 – 9:00 Registration GS197 UNDERGRADUATE PRESENTATION 1 Post-IMF Korea Maxine Capili 9:00 – 10:30 BA Speech Communication Korea’s Forced Opening to the World Juan Casiño & Andrea Gregorio BA Journalism Negotiating the Traditional and The Modern: The Philippine and South Korean Context Gabriella Alicaya BA Journalism Rise of Webtoon Eizelle Simon Escala BA Psychology Redevelopment and Commercialization of Ikseon-dong Christel Anne Espino BS Computer Science GS197 UNDERGRADUATE PRESENTATION 2 Hallyu’s Soft Power: The Ideological State Apparatus of Korea and its Influence on Filipino Hallyu Fans Jovi Maniago & Nahyeon Kim BA Speech Communication / Exchange Student (Hannam University) From Village to Apartment Buildings: Korean Families and Household Structure Paula Bautista & Princess Nacion BA Speech Communication / BA Broadcast Communication Perceptions on Gay Men in Korean Society and their Manifestations in Contemporary Korean Queer Cinema 10:30 – 12:30 Kiana Delarmente & John Ramos BA Speech Communication / BA Film Influence of Advertisements by Popular Korean Figures on the Brand Reputation of Korean Businesses Catherine Abella, Mark Concepcion, & Jordanne Zamora BS Chemical Engineering / BS Civil Engineering / BS Psychology Integration of the in Filipino Fans’ Conversation Through Hallyu Robelyn Bautista, Cassandra Dela Cruz, & Faith Magro BA Communication Research / BS Business Administration / BA Malikhaing Pagsulat sa Filipino 12:10 – 1:30 Lunch Break 436 357 6th Philippine Korean Studies Symposium NOTES PANEL DISCUSSION 70 Years of Diplomatic Relations between Korea and the Philippines: Challenges and Visions Forward

Ho-ik Lee President, Korean Chamber of Commerce in the Philippines Hon. Jang Hyun Kim Minister-Counselor, Embassy of the Republic of Korea in the Philippines 1:30 – 2:30 Imee S. Martinez, Ph.D. Director, Office of International Linkages, UP Diliman Gina Borinaga President, Philippine KOICA Fellows Association, Inc.

2:30 – 2:50 Open Forum 2:50 – 3:15 Coffee Break PLENARY LECTURE 2 Korea’s Knowledge Sharing for International Development 3:15 – 4:30 Min Young Seo, Ph.D. Head of Development Research Division KDI School of Public Policy and Management 4:30 – 4:40 CLOSING PROGRAM

346 375 6th Philippine Korean Studies Symposium holding the position of Production Manager. She has been in the Broadcasting industry for Catherine Joy Abella, Mark Daniel Concepcion, and Jordanne Leigh Zamora are the past 32 years. She recently attended the 8 th Koica Club LeaPdLeErsNCAonRfeYreLnEceCTheUldRiEn PLENARY LECTURE undergraduate students currently studying in the University of the Philippines Diliman. Seongnam, Seoul and Busan Republic of Korea from November 3-7, 2019 where 17 Koica Abella is a third year BS Chemical Engineering student, Concepcion is a third year BS Civil club Presidents from developing countries gathered together to share their best practices Engineering student, and Zamora is a second year BS Psychology student. They have been and assists in contributing to their societies and strengthen networks between Koica clubs fans of Hallyu for more than a couple of years now, and all three of them are members of and Koica. Prior to these, she was a recipient of a Koica fellowship program from October KOREAN POPULAR CULTURE AND THE INTERNATIONA CULTURE FLOW HallyUP, the organization for Korean Popular Culture in UPD. 1 to 31K, 1O9R9E9Ain'STKVNDOoWcuLmEDenGtEarSyHPAroRgINraGmFinORSeIoNuTlEKRoNreAaT. IONAL DEVELOPMENT E-mail: [email protected] Doobo Shim, Ph.D. Department of Media and Communication Min Young Seo, Ph.D. Robelyn A. Bautista is a 4th year communication research student from the University of Sungshin Women’s University Development Research Division the Philippines Diliman. She has taken Korean language electives in UP and studied Level KDI School of Public Policy and Management 2 Korean in Hankuk University of Foreign Studies where she stayed as an exchange Whole new media practices have emerged in East Asia. Throughout the region, audiences are student. Her research interests are on Hallyu and Filipino fans, and political now exposed to popular culture originated from other Asian countries like never before. They communication. enjoy TV dramas from China, video ads from Thailand and animations from Japan, not to The study of Korea’s economic and social transformation offers a unique window of mention K-pop that has recently become one of the most listened to music genres of the world. opportunity to better understand the factors that drive development. Within about a This is a far cry from the apocalyptic scenario circulated in the 1980s and 1990s, that the global generation, Korea transformed itself from an aid recipient to a donor country with fast-paced Cassandra A. Dela Cruz is a business administration major from the University of the domination of the American pop culture would lead to the near extinction of cultures in the Philippines Diliman. She spent an exchange semester in 2018, taking up Korean language and sustained economic growth. What was more remarkable was that the lessons of Korea’s non-West. and culture electives at Chonbuk National University. She currently holds a certificate in rapid growth were widely shared with the international community. To provide a rigorous TOPIK level 6. Her research interests are on the instruction of the Korean language, and foundation for the knowledge exchange engagements, the Korean government launched the Further, audiences are enjoying content through new social and over-the-top platforms like global finance. Knowledge Sharing Program (KSP) in 2004 and has accumulated Korean development case YouTube, Netflix and others, pivoting away from the traditional media. Besides, audience studies through the KSP Modularization Program since 2010. The KSP represents a key engagement in media production and distribution is on the rise, with personal broadcasting element of Korea’s knowledge-intensive development cooperation program, and that the and live streaming becoming more popular among the viewers. experiences and challenges that Korea had faced are relevant and applicable to current ROUNDTABLE DISCUSSANTS This talk examines the changing media culture in East Asia for the past decades, and discusses developing countries. By sharing Korea’s experience and knowledge with partner countries and the role of --phrase which refers to the popularity of Korean popular culture supporting their efforts for development, Korea’s knowledge sharing activities is expected to Mr. Ho-ik Lee is the 13th President of the Korean Chamber of Commerce of the Philippines overseas--in realizing the more active communication and cultural flow in East Asia. Also, this contribute to international development and the Sustainable Development Goals (SDGs). Incorporated. He is also the President of the Yiho Corporation with global branches in Hong talk critically reflects on the media structures of production, distribution, and consumption Kong and People’s Republic of China. He previously worked in Samsung Corporation Head which have been under strong influences of market forces. Quarters as manager in the Iron and Steel Department from 1990 until 1999. He’s been a long standing board member of the Korean Chamber of Commerce Philippines before he became the president in the year 2015. He attended Korea University in Seoul, South Korea where he majored in Bachelor Science in Economics. He also attended the Thammasat University in Bangkok, Thailand wherein he took his Masters of Business Administration major in South East Asian Economy. E-mail: [email protected]

Gina Borinaga was elected as the President of Philippine KOICA Fellows Association Inc. in 2017. As President, she leads the organization together with 11 Board of Trustees in facilitating activities that are mutually beneficial to Korea and KOICA training graduates. She received her Bachelor of Arts major in Mass Communication at Far Eastern University in 1987 and is currently connected with Intercontinental Broadcasting Corporation, 634 375 6th Philippine Korean Studies Symposium holding the position of Production Manager. She has been in the Broadcasting industry for Catherine Joy Abella, Mark Daniel Concepcion, and Jordanne Leigh Zamora are the past 32 years. She recently attended the 8 th Koica Club LeaPdLeErsNCAonRfeYreLnEceCTheUldRiEn PLENARY LECTURE undergraduate students currently studying in the University of the Philippines Diliman. Seongnam, Seoul and Busan Republic of Korea from November 3-7, 2019 where 17 Koica Abella is a third year BS Chemical Engineering student, Concepcion is a third year BS Civil club Presidents from developing countries gathered together to share their best practices Engineering student, and Zamora is a second year BS Psychology student. They have been and assists in contributing to their societies and strengthen networks between Koica clubs fans of Hallyu for more than a couple of years now, and all three of them are members of and Koica. Prior to these, she was a recipient of a Koica fellowship program from October KOREAN POPULAR CULTURE AND THE INTERNATIONA CULTURE FLOW HallyUP, the organization for Korean Popular Culture in UPD. 1 to 31K, 1O9R9E9Ain'STKVNDOoWcuLmEDenGtEarSyHPAroRgINraGmFinORSeIoNuTlEKRoNreAaT. IONAL DEVELOPMENT E-mail: [email protected] Doobo Shim, Ph.D. Department of Media and Communication Min Young Seo, Ph.D. Robelyn A. Bautista is a 4th year communication research student from the University of Sungshin Women’s University Development Research Division the Philippines Diliman. She has taken Korean language electives in UP and studied Level KDI School of Public Policy and Management 2 Korean in Hankuk University of Foreign Studies where she stayed as an exchange Whole new media practices have emerged in East Asia. Throughout the region, audiences are student. Her research interests are on Hallyu and Filipino fans, and political now exposed to popular culture originated from other Asian countries like never before. They communication. enjoy TV dramas from China, video ads from Thailand and animations from Japan, not to The study of Korea’s economic and social transformation offers a unique window of mention K-pop that has recently become one of the most listened to music genres of the world. opportunity to better understand the factors that drive development. Within about a This is a far cry from the apocalyptic scenario circulated in the 1980s and 1990s, that the global generation, Korea transformed itself from an aid recipient to a donor country with fast-paced Cassandra A. Dela Cruz is a business administration major from the University of the domination of the American pop culture would lead to the near extinction of cultures in the Philippines Diliman. She spent an exchange semester in 2018, taking up Korean language and sustained economic growth. What was more remarkable was that the lessons of Korea’s non-West. and culture electives at Chonbuk National University. She currently holds a certificate in rapid growth were widely shared with the international community. To provide a rigorous TOPIK level 6. Her research interests are on the instruction of the Korean language, and foundation for the knowledge exchange engagements, the Korean government launched the Further, audiences are enjoying content through new social and over-the-top platforms like global finance. Knowledge Sharing Program (KSP) in 2004 and has accumulated Korean development case YouTube, Netflix and others, pivoting away from the traditional media. Besides, audience studies through the KSP Modularization Program since 2010. The KSP represents a key engagement in media production and distribution is on the rise, with personal broadcasting element of Korea’s knowledge-intensive development cooperation program, and that the and live streaming becoming more popular among the viewers. experiences and challenges that Korea had faced are relevant and applicable to current ROUNDTABLE DISCUSSANTS This talk examines the changing media culture in East Asia for the past decades, and discusses developing countries. By sharing Korea’s experience and knowledge with partner countries and the role of Korean Wave--phrase which refers to the popularity of Korean popular culture supporting their efforts for development, Korea’s knowledge sharing activities is expected to Mr. Ho-ik Lee is the 13th President of the Korean Chamber of Commerce of the Philippines overseas--in realizing the more active communication and cultural flow in East Asia. Also, this contribute to international development and the Sustainable Development Goals (SDGs). Incorporated. He is also the President of the Yiho Corporation with global branches in Hong talk critically reflects on the media structures of production, distribution, and consumption Kong and People’s Republic of China. He previously worked in Samsung Corporation Head which have been under strong influences of market forces. Quarters as manager in the Iron and Steel Department from 1990 until 1999. He’s been a long standing board member of the Korean Chamber of Commerce Philippines before he became the president in the year 2015. He attended Korea University in Seoul, South Korea where he majored in Bachelor Science in Economics. He also attended the Thammasat University in Bangkok, Thailand wherein he took his Masters of Business Administration major in South East Asian Economy. E-mail: [email protected]

Gina Piano Borinaga was elected as the President of Philippine KOICA Fellows Association Inc. in 2017. As President, she leads the organization together with 11 Board of Trustees in facilitating activities that are mutually beneficial to Korea and KOICA training graduates. She received her Bachelor of Arts major in Mass Communication at Far Eastern University in 1987 and is currently connected with Intercontinental Broadcasting Corporation, 364 357 6th Philippine Korean Studies Symposium Volcorps) and the Department of Philosophy (Apeiron Core Group), serving also as the acting Roweno Cinco 2pr0es1i9deUntPoKf RUPC PChOiloRsEopRhiEcaSlESAocRieCtHy aPnRd EaSreEsNidTenAtTmIOemNber at the UP Political Society (UP E-mail: [email protected] 2019 UP KRC CORE RESEARCH PRESENTATION POLSCi) and UP Alliance of Advocates for the General Welfare of Animals (UP ALAGA). She is also a former exchange student at the University of Seoul, South Korea under OIL Diliman’s InAteRrnEaVtiIoEnWal SOtuFdEeCntOENxcOhManIgCeAPGroEgNraDmAFSalAl SNeDmeRsEteLrE2V0A19N. DTuBriInLgAtThEeRsaAmLeRsEemLAesTtIeOr,NshSeOwFas Gian Franco is a gradHuAatReNsEtSuSdIeNnGt PcHurIrLeInPtPlyINtEakSiOngFThPisOWmaEsRte: r’s degree in Speech a recipient of the NationaSl IOnsUtiTtuHteKfOorRIEntAerAnaNtDionTaHl EEdPucHaItLioIPnP(NINIIEDS): Global Korea Scholarship CommunicatiLoEnSfSrOomNSthFeRCOoMlleSgOeUoTf HArKtsOaRnEdAL’eSttSeOrsFTatPtOheWUEnRivSeTrsRitAyToEfGtYhe Philippines (GKDS)I.RECTIONS FOR OPPORTUNITIES, ENHANCEMENTS, AND IMPROVEMENTS Diliman. He is a junior academic researcher focusing on further development of Email: [email protected] interdisciplinary research betweAeanrsopneJeecdhRcaobmemnau,nPicha.tDio.n and areas of his interest, such Erik Paolo S. Capistrano, Ph.D. as foreign policy analyAssiisa, iPnatecirfnicaPtiaotnhawlapyoslfitoircPalreogcroenssoFmoyu,npdraetsioidneInntci.al/political leadership Virata School of Business studies, social and economic development in China, and security affairs and diplomacy in Reini Azriel Evangelista is RUesneiavrecrhsiAtyssoifstahnetPfhoirlitphpeinUePs DKoilriemaaRnesearch Center. She obtained t“hSeofKt oProewaenr,p”ecnoinntsrualray.to hard power or the use of military power or monetary inducements, her BA in Political Science from the same university. She was a Philippine representative at the Eh-ams baeil:[email protected] scholar Joseph Nye as the employment of cultural assets and 2T0h1i9s rKeFsePaurcbhlicadDdiprelosmseascpyoCliacymdpehvellodpinmSeenotufrloamndaBbuussaineosns aAnudgeucsotn18om– 2ic2s,a2n0g1l9e,. pHoesritriensgeathrcaht political values in shaping the behavior of target states for the achievement of desired foreign innatteiroensatsl ainncdlutdreanSsonfattPionwaelrpaonldicPieusbcliacnDbipelofmraamcye,dKionretahne Wcoanvtee,xRteoufnaifiscpateicoinficanmdaPneaagceem, aenndt policy outcomes. The rise of South Korea’s soft power, particularly the “Korean Wave” or AdiSsEcAusNs-ioKno.reTahRiseplaatriotincsu.lar study looks at how national policies on economics, innovation, and R“Hayamllyoun,”diBs narortehninogisshaogrrtaodfuraetme aorfkBaAblHe.isTtohriys galot bthael pUhneinveormsietynoonf thhaes PyiheilldipepdinpeossiDtilvime raens.uHltes Ebu-msinaiel:[email protected] be beneficial for improving international ties between two wfoarsSaonuetxhchKaonrgeeasitnudteenrmt ast othfeimHaplrlaovUendivnerastiitoynianlWimonajgue, KaonrdeathfreomadMvaanrchemtoenJut noef 2n0a1t7io. Hnaisl countries, in this case between South Korea and the Philippines. Based on an understanding ienctoenreosmtsicairnetSerpeosrttss. TanhdisKpoarpeearneSxatumdiinese.s how small powers such as the Philippines could adopt of knowledge management and technology transfer in an effort to match South Korea’s New ES-omutahil:Kraoyremao’snsdobfatrpreonwoe@r sgtmraatiel.gcyomas a plausible model. It is important to note that in South CSloaurtishsearnMP. oClaicmya(yNaSiPs )cuwrirtehntlhyetPakhinilgipuppinheesr’ “mAamstbeirs’syodneg2r0e4e0in”,AthsiasnreSsteuadricehsa(Nlsordthoecausmt eAnstias Korea’s soft power strategy, the government plays an active role in comprehensively promoting –grKoournead-Sutupdaipesp)raotatchheesUtPoAcsoimanpClemnteenr.tStheeims aolrseooabSveinoiuosrtRoeps-edaorcwhnAanpaplyrsotawchortkhiantgtfhoerpporolijteictasl and exporting Korean talent and creative industry to the world. This paper recommends that ulenaddeerrstheipUoPfObofftihcecofutnhteriPerseasriedecuntrraenndtltyhdeoUinPgO,fefsicpeeocifatlhlyeiVnicliegPhrteosfidthenetnfeogroAtciatdieomnsictoAwffaarirdss. in with South Korean President Moon Jae-in’s New Southern Policy (NSP), there is a need Ha efroremsaelarfcrheemtorastdlye faogcrueseems eonnt.feTmhinisistreesceoanrcohmitchsebreuftosrheeaaimlsos itnote(r1e)stperdoipnotsoepriceslautinodnesrhtihpes GtoS1fu9r7thUeNr DdeEeRpGenRApDeoUpAleT-EtoP-pReEoSpEleN(TPE2RPS) cooperation in the area of creative industries. tshuepmpoerstionfgKtohreenaantipoonpalceucltounroe,mdiecmdeovceralocpym, aenndtbviuaspinoelsicsy. alignment, innovation development, Putting this into practice would benefit South Korea and the Philippines in three major ways: Ean-md abil:[email protected], and (2) suggest a framework based on the (1) South Korea would be able to build the economic capacity of the Philippines through soft establishment of these proposed evidence-based relationships. All in all, this research aims to JpuoawnerC; a(2s)inaoPahnildipApinnderse-SaoGurthegKoorrioeaasroecuioncdueltrugrraaldaullaiatencJeowurinllabliesmforsgteudd;eanntds (f3ro)mthethreewUiPll collate and assimilate several perspectives regarding how focusing on national economic CbeolalengeexpoafnMdaesdsaCliogmnmmeunnticoaftKioonr'esaDneapnadrtPmheilniptpoifnJeovuarluneaslisamnd. Tinhteeyreasrtse. currently working JdeesvsealoFprmideanTt ocbaniash-eFlepsttiojosustainably enhance bilateral ties between South Korea and the on their theses and are expected to graduate in June 2020. EP-hmilaipilp: ifnriedsa..Tfehstisijose@rvlpeus .aesdaun.pinhtegrative venue to produce both high-level, top-down strategic Key Words: Government Intervention, Korean Wave/Hallyu; Soft Power; Soft Power Assets; and policy suggestions and on the ground, bottom-up recommendations on this consideration. Offset Factors Jovi Vanessa C. Maniago is an undergraduate student of Speech Communication in Marco Angulo is currently pursuing his master's degree on Asian Studies at the Asian Center. He University of the Philippines Diliman College of Arts and Letters. She is interested in the is also teaching the Korean language under the Department of Linguistics. fields of communication, media, and psychology; and in popular culture artifacts such as E-mail: [email protected] the Korean wave or Hallyu. Currently, she is writing her undergraduate thesis about the parasocial relationship development among K-Pop fans and their K-Pop idols.

Jay-Ar Igno is Assistant Professor of Linguistics and Korean Language at the Department of Linguistics, College of Social Sciences and Philosophy, UP Diliman. He is currently the Assistant Nahyeon Kim is an exchange student from South Korea studying Christian Studies and College Secretary and is a Ph.D. Philippine Studies student at the Asian Center, University of the Multicultural Education. Back in Korea, she had a part-time job in an elementary school Philippines Diliman. where she taught Korean, Korean culture, and history to students who have parents from E-mail: [email protected] other country; her student’s mother is Filipina. She is interested in the relationship between Korea and the Philippines because of the increasing number of Filipinos in Korea.

832 393 6th Philippine Korean Studies Symposium Volcorps) and the Department of Philosophy (Apeiron Core Group), serving also as the acting Roweno Cinco 2pr0es1i9deUntPoKf RUPC PChOiloRsEopRhiEcaSlESAocRieCtHy aPnRd EaSreEsNidTenAtTmIOemNber at the UP Political Society (UP E-mail: [email protected] 2019 UP KRC CORE RESEARCH PRESENTATION POLSCi) and UP Alliance of Advocates for the General Welfare of Animals (UP ALAGA). She is also a former exchange student at the University of Seoul, South Korea under OIL Diliman’s InAteRrnEaVtiIoEnWal SOtuFdEeCntOENxcOhManIgCeAPGroEgNraDmAFSalAl SNeDmeRsEteLrE2V0A19N. DTuBriInLgAtThEeRsaAmLeRsEemLAesTtIeOr,NshSeOwFas Gian Franco is a gradHuAatReNsEtSuSdIeNnGt PcHurIrLeInPtPlyINtEakSiOngFThPisOWmaEsRte: r’s degree in Speech a recipient of the NationaSl IOnsUtiTtuHteKfOorRIEntAerAnaNtDionTaHl EEdPucHaItLioIPnP(NINIIEDS): Global Korea Scholarship CommunicatiLoEnSfSrOomNSthFeRCOoMlleSgOeUoTf HArKtsOaRnEdAL’eSttSeOrsFTatPtOheWUEnRivSeTrsRitAyToEfGtYhe Philippines (GKDS)I.RECTIONS FOR OPPORTUNITIES, ENHANCEMENTS, AND IMPROVEMENTS Diliman. He is a junior academic researcher focusing on further development of Email: [email protected] interdisciplinary research betweAeanrsopneJeecdhRcaobmemnau,nPicha.tDio.n and areas of his interest, such Erik Paolo S. Capistrano, Ph.D. as foreign policy analyAssiisa, iPnatecirfnicaPtiaotnhawlapyoslfitoircPalreogcroenssoFmoyu,npdraetsioidneInntci.al/political leadership Virata School of Business studies, social and economic development in China, and security affairs and diplomacy in Reini Azriel Evangelista is RUesneiavrecrhsiAtyssoifstahnetPfhoirlitphpeinUePs DKoilriemaaRnesearch Center. She obtained t“hSeofKt oProewaenr,p”ecnoinntsrualray.to hard power or the use of military power or monetary inducements, her BA in Political Science from the same university. She was a Philippine representative at the Eh-ams baeil:[email protected] scholar Joseph Nye as the employment of cultural assets and 2T0h1i9s rKeFsePaurcbhlicadDdiprelosmseascpyoCliacymdpehvellodpinmSeenotufrloamndaBbuussaineosns aAnudgeucsotn18om– 2ic2s,a2n0g1l9e,. pHoesritriensgeathrcaht political values in shaping the behavior of target states for the achievement of desired foreign innatteiroensatsl ainncdlutdreanSsonfattPionwaelrpaonldicPieusbcliacnDbipelofmraamcye,dKionretahne Wcoanvtee,xRteoufnaifiscpateicoinficanmdaPneaagceem, aenndt policy outcomes. The rise of South Korea’s soft power, particularly the “Korean Wave” or AdiSsEcAusNs-ioKno.reTahRiseplaatriotincsu.lar study looks at how national policies on economics, innovation, and R“Hayamllyoun,”diBs narortehninogisshaogrrtaodfuraetme aorfkBaAblHe.isTtohriys galot bthael pUhneinveormsietynoonf thhaes PyiheilldipepdinpeossiDtilvime raens.uHltes Ebu-msinaiel:[email protected] be beneficial for improving international ties between two wfoarsSaonuetxhchKaonrgeeasitnudteenrmt ast othfeimHaplrlaovUendivnerastiitoynianlWimonajgue, KaonrdeathfreomadMvaanrchemtoenJut noef 2n0a1t7io. Hnaisl countries, in this case between South Korea and the Philippines. Based on an understanding ienctoenreosmtsicairnetSerpeosrttss. TanhdisKpoarpeearneSxatumdiinese.s how small powers such as the Philippines could adopt of knowledge management and technology transfer in an effort to match South Korea’s New ES-omutahil:Kraoyremao’snsdobfatrpreonwoe@r sgtmraatiel.gcyomas a plausible model. It is important to note that in South CSloaurtishsearnMP. oClaicmya(yNaSiPs )cuwrirtehntlhyetPakhinilgipuppinheesr’ “mAamstbeirs’syodneg2r0e4e0in”,AthsiasnreSsteuadricehsa(Nlsordthoecausmt eAnstias Korea’s soft power strategy, the government plays an active role in comprehensively promoting –grKoournead-Sutupdaipesp)raotatchheesUtPoAcsoimanpClemnteenr.tStheeims aolrseooabSveinoiuosrtRoeps-edaorcwhnAanpaplyrsotawchortkhiantgtfhoerpporolijteictasl and exporting Korean talent and creative industry to the world. This paper recommends that ulenaddeerrstheipUoPfObofftihcecofutnhteriPerseasriedecuntrraenndtltyhdeoUinPgO,fefsicpeeocifatlhlyeiVnicliegPhrteosfidthenetnfeogroAtciatdieomnsictoAwffaarirdss. in line with South Korean President Moon Jae-in’s New Southern Policy (NSP), there is a need Ha efroremsaelarfcrheemtorastdlye faogcrueseems eonnt.feTmhinisistreesceoanrcohmitchsebreuftosrheeaaimlsos itnote(r1e)stperdoipnotsoepriceslautinodnesrhtihpes GtoS1fu9r7thUeNr DdeEeRpGenRApDeoUpAleT-EtoP-pReEoSpEleN(TPE2RPS) cooperation in the area of creative industries. tshuepmpoerstionfgKtohreenaantipoonpalceucltounroe,mdiecmdeovceralocpym, aenndtbviuaspinoelsicsy. alignment, innovation development, Putting this into practice would benefit South Korea and the Philippines in three major ways: Ean-md abil:[email protected], and (2) suggest a framework based on the (1) South Korea would be able to build the economic capacity of the Philippines through soft establishment of these proposed evidence-based relationships. All in all, this research aims to JpuoawnerC; a(2s)inaoPahnildipApinnderse-SaoGurthegKoorrioeaasroecuioncdueltrugrraaldaullaiatencJeowurinllabliesmforsgteudd;eanntds (f3ro)mthethreewUiPll collate and assimilate several perspectives regarding how focusing on national economic CbeolalengeexpoafnMdaesdsaCliogmnmmeunnticoaftKioonr'esaDneapnadrtPmheilniptpoifnJeovuarluneaslisamnd. Tinhteeyreasrtse. currently working JdeesvsealoFprmideanTt ocbaniash-eFlepsttiojosustainably enhance bilateral ties between South Korea and the on their theses and are expected to graduate in June 2020. EP-hmilaipilp: ifnriedsa..Tfehstisijose@rvlpeus .aesdaun.pinhtegrative venue to produce both high-level, top-down strategic Key Words: Government Intervention, Korean Wave/Hallyu; Soft Power; Soft Power Assets; and policy suggestions and on the ground, bottom-up recommendations on this consideration. Offset Factors Jovi Vanessa C. Maniago is an undergraduate student of Speech Communication in Marco Angulo is currently pursuing his master's degree on Asian Studies at the Asian Center. He University of the Philippines Diliman College of Arts and Letters. She is interested in the is also teaching the Korean language under the Department of Linguistics. fields of communication, media, and psychology; and in popular culture artifacts such as E-mail: [email protected] the Korean wave or Hallyu. Currently, she is writing her undergraduate thesis about the parasocial relationship development among K-Pop fans and their K-Pop idols.

Jay-Ar Igno is Assistant Professor of Linguistics and Korean Language at the Department of Linguistics, College of Social Sciences and Philosophy, UP Diliman. He is currently the Assistant Nahyeon Kim is an exchange student from South Korea studying Christian Studies and College Secretary and is a Ph.D. Philippine Studies student at the Asian Center, University of the Multicultural Education. Back in Korea, she had a part-time job in an elementary school Philippines Diliman. where she taught Korean, Korean culture, and history to students who have parents from E-mail: [email protected] other country; her student’s mother is Filipina. She is interested in the relationship between Korea and the Philippines because of the increasing number of Filipinos in Korea.

382 339 6th Philippine Korean Studies Symposium

2019 UP KRC CORE RESEARCH PRESENTATION Dr. Aaron Jed Rabena is Principal Investigator in the 2019 UP KRPCAPoRliAcyL-LOEriLenSteEdSRSeIOseNarcAh BIONOTE Project. He is also Program Convenor at the Asia-Pacific Pathways to Progress and Associate Fellow at the Philippine Council for Foreign Relations. He previously served as Senior Lecturer at PLENARY LECTURERS MEDIA REPRESENTATIONS OF SOUTH KOREA the Asian Center in theMUAniNveArGsitINy GofKt-hPeOPPhilIiNppTinHeEs, PbHecIaLmIPePaINVEisSi:ting Fellow at the China AND ITS POLICY IMPLICATIONS Institute of IntLeErnSaStiOonNaSl SFtRuOdiMes TinHBEeiSjiHngO, PanEdEixs aBnLAalCumKPnuINs KofEtXhePEaRsItE-NWCeEst Center in the Dr. Doobo Shim is a professor in the Department of Media and Communication at Sungshin United States. His areas of interest include Strategic Studies, Geopolitics, East Asian International Women’s University, South Korea. He previously served as an assistant professor at the National Jean Encinas-Franco, Ph.D. Relations, Political Risk, and ChEinrieksePaPoolioticSs. aCnadpFisotrreaingno,PPohlic.Dy.. University of Singapore and a visiting scholar at Duke University, USA. He researches media and Department of Political Science E-mail: [email protected] Virata School of Business communication within criticalU, cnuilvtuersailtaynodf thhisetPorhiiclaipl pienresspDecitliivmeas,nwhile his recent work focused Univeresity of the Philippines Diliman on the rise of Korean popular culture in Asia. His work was honored by the National Communication Association (USA) and at the Global Fusion Conference. He holds a PhD from the Samuel Cabbuag DTrh.eJereacnenEtnicnicniadseFnrtainvcolvisinAgstshisetaSnhtoPpreoefexsBsoLrAatCtKhePDINepKarMtmeeenttaonfdPGolrietiectael vSecnietnhcaes. eSxhpeowseads University of Wisconsin-Madison. Department of Sociology amFaancyuwltyeaAksnsoescsiaetseinofththeewWayomoregnaannizdaGtieondsearttIenmstiptut teoienxMplioriiatmKoCroellaengePwophemreusihce’saplsooputalaurgihtyt E-mail: [email protected] University of the Philippines Diliman aint tihtse PInhtielirpnpaitnioens.aTl hSteusdeiweseaDknepesasretms reanntg.eHfreormreinseaadrecqhuaintetearpepsrtecisiatoinongoefntdheerPahnildippionlietiKcs-, pPaorptimcualarrkleytotno pdoisocrohuarsnedslionfgg,eenxdeceurtaionnd,manigdradteiocins.ion-making of the promo. Despite the still- South Korea and the Philippines enjoy robust economic and cultural ties. Shared historical Egr-omwaiinl:gjeapnofpruanlacroit8y25o@f yKa-hPooop.c,oamnd Hallyu in general, and a substantial number of past eDxrp, eMriiennYceouangd Speeopislet-htoe-HpeaodploeflitnhkeaDgevsemloapkmeetnhteRreslaetaiorcnhshDiipvisbieotnwaetenKotrheeatDweoveclooupnmtreinest experiences of successes and failures, many organizations holding such events still end up eInvsetnitusttreo(nKgDeIr).SCcuhroroelnotflyP,uthbelicpPreosleicnycaenodf MSoauntahgeKmoerenatn. BsevfiosirteinjoginanindglKivDinI gScihnotohleinP2h0il0ip8p,isnhees falling short of fans’ expectations. This research analyzes this particular incident which left worked at the National Assembly as a policy assistant. She has participated in KDI school’s mission has become part of public discourse. Nevertheless, not much is known about how South Korea SmaamnuyeBl CLaAbCbuKaPgIiNs aKn ifnasntsr,ucatnodr aottthheerDPehpialirptmpiennet oKf-SPoocpiolfoagnys, Catolllaerggeeo, fdSiosacpiaploSicnietendc.esTahnids on capturing knowledge of Korea’s development experiences through rigorous research and is represented in media discourse. Drawing on 1,342 news reports from 2009-2018, the policy Prehsieloasrochpheym, UplnoiyvsertshietycoasfethsetuPdhyilmippetinheosdD, uiltimiliaznin. Hgemfainnisahgemd beontththoefohrisieBsAonanddigMitAalinmSaorkcieotlionggy, global knowledge sharing programs including the Knowledge Partnership with the World Bank paper finds that overall, media attention to South Korea paralleled the increasing presence in fornolminethperosammoetidoenpsa, ratnmdecnotn. Hsuismrersebaerhcahviinotresr,easntds icnocmlupdaerminegdtihaeanmdacnualgtuemralesnttuodfiePsh, ailuipdpieincee- Group. Her research interests are in development economics and international knowledge the country brought by South Koreans living in the Philippines, and the rise of the Hallyu rbeasseeadrcehv,epnotsputolarthcuolsteurwe,itahnidn dSigoiutathl ceuaslttuAressi.a, to extract lessons and produce management tcroeonpde.rIantiotenr.mShseofretcheeimveadtiac Ptrhe.nDd. sininDtehveelpoapsmt e1n0tyPeoalrisc,yitfriosminKtDhIeSecnhtoeortlaoinf mPuebnlticcPatoelgicoyryanind implications and recommendations for the improvement of future Hallyu-themed events to be wMhanicahgeSmoeuntht. Korea is frequently mentioned, followed by politics, Filipinos in Korea, and held in the Philippines. bEu-msinaiel:[email protected].,ktrhe paper finds that even as K-pop dominate attention in the headlines, the words “South Korea” is associated with politics, wars, and military discourses. PKAeyRwAoLrLdEs:LHPaAllPyuE;RKPoRreEaSnEPNoTpEmRuSsic; Online shopping behaviors; Philippine fan behaviors; This demonstrates that the Korean Peninsula conflict is a paramount security concern for the Events management Philippines. However, “South Koreans” are depicted in the headlines either as “victims” or Nina Isabella D. Bello, Paula Angeline J. Calayan, Juan Christian F. Nadong and Anna Patricia 2019 UP KRC CORE RESEARCHERS “perpetrators” of crimes. The findings imply that South Korea has indeed captured the O. Pagdanganan are undergraduate Communication Research students of the U. P. College of country’s imagination, in terms of the rise in media attention over the past decade. The Mass Communication. This stuBdyEAwUaTsIFiUniLtiaSllPyECcoTnRdUuMcte: d as a requirement for their Erik Paolo Capistrano, Ph.D. is a Bangko Sentral ng Pilipinas Professor of Business heightened media attention focused on Hallyu may help explain the influx of Filipinos to South Communication ReFsIeLaIPrcIhN1O6S5’cRoEurCsEeP(DTaIOtaNInOteFrpKreOtaRtEioAnNanTdERLeEpNoOrtVinEgL).AS KAdomreian.isNtroantieotnhealensds, athne AdisssjoociniattebetPwroefeensscoorncoefptMioannsaogfe“mSeonutthoKf oIrnefao”rmanadtio“SnouSythstKemorseaannsd” sOhpoeurladtioconms pMealnthageePmheinlitppfrinoemgothvernCmeseanrtEt.oAe. sVtairbaltiashSmcheocohlanoifsmBusstioneesnss,uUrensiveecrusriittyy of atnhde Nina Isabella Bello, Paula Angeline Calayan, Philippines. He is also a Principal Investigator for the UP Korea Research Center. He earned his non-discrimination not only of Koreans but immigrants in the country. Meanwhile, safety and Ma. Shari Nina JGu.anOCliqhurinstoianis Ncaudrroenngtl,y&taAkinnngauPpathriecriaMPaasgtedra'sngDaengarnee in Community PhD in International Management from National Cheng Kung University, Tainan City, Taiwan ROC. economic contingency measures for Filipinos in Korea must be perennially in place to assuage Development at the UnivDerespitayrtomfentthoef CPhomilipmpuineicsatDioinlimRaense.arInch 2017, she completed her His research interests include e-commerce, social media use, big data analytics, supply chain security concerns. undergraduate studies in BroUadncivasetrsCitoymofmtuhne iPcahtiiloipnpaintetshDe islaimaenuniversity and became a full- management, digital trust and privacy concerns, and Hallyu studies, with publications in fledged media practitioner thereafter. Shari now works as a news reporter for People's Television Computers in Human Behavior, Computer Standards and Interfaces, Industrial Management & NSientcweotrhke,iIrnicn.tbroudtuschteiocnontotiFnuiloipuisnlyodauedvoietnecsetsim15eyineaprusrasguoinags phaerrtionfttehresHt ianllKyuoroeraKnocruelatunrwe aavned, Data Systems, International Journal of Market Research, Asian Journal of Social Sciences, and sKoocrietayn. dramas, more popularly known as telenovelas, have become an integral component of many others. Philippine TV programming. Interest over these dramas have also expanded into the Internet and social media, where Filipinos can also access drama shows which otherwise are not shown VloecraallYy.aTelhPe.rMe iinsoarniaeims ceurrgrennttllyitae5rathtuyreeaarbmoaujtorKinogreBaAnPtheilleovsnoopvheylainsUinP DthileimPahni.liHpeprinafefsil,iabtuiotnist imnaUinPlyDhiliamsabneeincflurodme btheiengvaantvaogleunotfesecrhaotlatrhley Ocrfiftiicceisomf IonrtemrnedatiiaosntauldLiiensk.ages Diliman (OILD

130 131 6th Philippine Korean Studies Symposium

2019 UP KRC CORE RESEARCH PRESENTATION Dr. Aaron Jed Rabena is Principal Investigator in the 2019 UP KRPCAPoRliAcyL-LOEriLenSteEdSRSeIOseNarcAh BIONOTE Project. He is also Program Convenor at the Asia-Pacific Pathways to Progress and Associate Fellow at the Philippine Council for Foreign Relations. He previously served as Senior Lecturer at PLENARY LECTURERS MEDIA REPRESENTATIONS OF SOUTH KOREA the Asian Center in theMUAniNveArGsitINy GofKt-hPeOPPhilIiNppTinHeEs, PbHecIaLmIPePaINVEisSi:ting Fellow at the China AND ITS POLICY IMPLICATIONS Institute of IntLeErnSaStiOonNaSl SFtRuOdiMes TinHBEeiSjiHngO, PanEdEixs aBnLAalCumKPnuINs KofEtXhePEaRsItE-NWCeEst Center in the Dr. Doobo Shim is a professor in the Department of Media and Communication at Sungshin United States. His areas of interest include Strategic Studies, Geopolitics, East Asian International Women’s University, South Korea. He previously served as an assistant professor at the National Jean Encinas-Franco, Ph.D. Relations, Political Risk, and ChEinrieksePaPoolioticSs. aCnadpFisotrreaingno,PPohlic.Dy.. University of Singapore and a visiting scholar at Duke University, USA. He researches media and Department of Political Science E-mail: [email protected] Virata School of Business communication within criticalU, cnuilvtuersailtaynodf thhisetPorhiiclaipl pienresspDecitliivmeas,nwhile his recent work focused Univeresity of the Philippines Diliman on the rise of Korean popular culture in Asia. His work was honored by the National Communication Association (USA) and at the Global Fusion Conference. He holds a PhD from the Samuel Cabbuag DTrh.eJereacnenEtnicnicniadseFnrtainvcolvisinAgstshisetaSnhtoPpreoefexsBsoLrAatCtKhePDINepKarMtmeeenttaonfdPGolrietiectael vSecnietnhcaes. eSxhpeowseads University of Wisconsin-Madison. Department of Sociology amFaancyuwltyeaAksnsoescsiaetseinofththeewWayomoregnaannizdaGtieondsearttIenmstiptut teoienxMplioriiatmKoCroellaengePwophemreusihce’saplsooputalaurgihtyt E-mail: [email protected] University of the Philippines Diliman aint tihtse PInhtielirpnpaitnioens.aTl hSteusdeiweseaDknepesasretms reanntg.eHfreormreinseaadrecqhuaintetearpepsrtecisiatoinongoefntdheerPahnildippionlietiKcs-, pPaorptimcualarrkleytotno pdoisocrohuarsnedslionfgg,eenxdeceurtaionnd,manigdradteiocins.ion-making of the promo. Despite the still- South Korea and the Philippines enjoy robust economic and cultural ties. Shared historical Egr-omwaiinl:gjeapnofpruanlacroit8y25o@f yKa-hPooop.c,oamnd Hallyu in general, and a substantial number of past eDxrp, eMriiennYceouangd Speeopislet-htoe-HpeaodploeflitnhkeaDgevsemloapkmeetnhteRreslaetaiorcnhshDiipvisbieotnwaetenKotrheeatDweoveclooupnmtreinest experiences of successes and failures, many organizations holding such events still end up eInvsetnitusttreo(nKgDeIr).SCcuhroroelnotflyP,uthbelicpPreosleicnycaenodf MSoauntahgeKmoerenatn. BsevfiosirteinjoginanindglKivDinI gScihnotohleinP2h0il0ip8p,isnhees falling short of fans’ expectations. This research analyzes this particular incident which left worked at the National Assembly as a policy assistant. She has participated in KDI school’s mission has become part of public discourse. Nevertheless, not much is known about how South Korea SmaamnuyeBl CLaAbCbuKaPgIiNs aKn ifnasntsr,ucatnodr aottthheerDPehpialirptmpiennet oKf-SPoocpiolfoagnys, Catolllaerggeeo, fdSiosacpiaploSicnietendc.esTahnids on capturing knowledge of Korea’s development experiences through rigorous research and is represented in media discourse. Drawing on 1,342 news reports from 2009-2018, the policy Prehsieloasrochpheym, UplnoiyvsertshietycoasfethsetuPdhyilmippetinheosdD, uiltimiliaznin. Hgemfainnisahgemd beontththoefohrisieBsAonanddigMitAalinmSaorkcieotlionggy, global knowledge sharing programs including the Knowledge Partnership with the World Bank paper finds that overall, media attention to South Korea paralleled the increasing presence in fornolminethperosammoetidoenpsa, ratnmdecnotn. Hsuismrersebaerhcahviinotresr,easntds icnocmlupdaerminegdtihaeanmdacnualgtuemralesnttuodfiePsh, ailuipdpieincee- Group. Her research interests are in development economics and international knowledge the country brought by South Koreans living in the Philippines, and the rise of the Hallyu rbeasseeadrcehv,epnotsputolarthcuolsteurwe,itahnidn dSigoiutathl ceuaslttuAressi.a, to extract lessons and produce management tcroeonpde.rIantiotenr.mShseofretcheeimveadtiac Ptrhe.nDd. sininDtehveelpoapsmt e1n0tyPeoalrisc,yitfriosminKtDhIeSecnhtoeortlaoinf mPuebnlticcPatoelgicoyryanind implications and recommendations for the improvement of future Hallyu-themed events to be wMhanicahgeSmoeuntht. Korea is frequently mentioned, followed by politics, Filipinos in Korea, and held in the Philippines. bEu-msinaiel:[email protected].,ktrhe paper finds that even as K-pop dominate attention in the headlines, the words “South Korea” is associated with politics, wars, and military discourses. PKAeyRwAoLrLdEs:LHPaAllPyuE;RKPoRreEaSnEPNoTpEmRuSsic; Online shopping behaviors; Philippine fan behaviors; This demonstrates that the Korean Peninsula conflict is a paramount security concern for the Events management Philippines. However, “South Koreans” are depicted in the headlines either as “victims” or Nina Isabella D. Bello, Paula Angeline J. Calayan, Juan Christian F. Nadong and Anna Patricia 2019 UP KRC CORE RESEARCHERS “perpetrators” of crimes. The findings imply that South Korea has indeed captured the O. Pagdanganan are undergraduate Communication Research students of the U. P. College of country’s imagination, in terms of the rise in media attention over the past decade. The Mass Communication. This stuBdyEAwUaTsIFiUniLtiaSllPyECcoTnRdUuMcte: d as a requirement for their Erik Paolo Capistrano, Ph.D. is a Bangko Sentral ng Pilipinas Professor of Business heightened media attention focused on Hallyu may help explain the influx of Filipinos to South Communication ReFsIeLaIPrcIhN1O6S5’cRoEurCsEeP(DTaIOtaNInOteFrpKreOtaRtEioAnNanTdERLeEpNoOrtVinEgL).AS KAdomreian.isNtroantieotnhealensds, athne AdisssjoociniattebetPwroefeensscoorncoefptMioannsaogfe“mSeonutthoKf oIrnefao”rmanadtio“SnouSythstKemorseaannsd” sOhpoeurladtioconms pMealnthageePmheinlitppfrinoemgothvernCmeseanrtEt.oAe. sVtairbaltiashSmcheocohlanoifsmBusstioneesnss,uUrensiveecrusriittyy of atnhde Nina Isabella Bello, Paula Angeline Calayan, Philippines. He is also a Principal Investigator for the UP Korea Research Center. He earned his non-discrimination not only of Koreans but immigrants in the country. Meanwhile, safety and Ma. Shari Nina JGu.anOCliqhurinstoianis Ncaudrroenngtl,y&taAkinnngauPpathriecriaMPaasgtedra'sngDaengarnee in Community PhD in International Management from National Cheng Kung University, Tainan City, Taiwan ROC. economic contingency measures for Filipinos in Korea must be perennially in place to assuage Development at the UnivDerespitayrtomfentthoef CPhomilipmpuineicsatDioinlimRaense.arInch 2017, she completed her His research interests include e-commerce, social media use, big data analytics, supply chain security concerns. undergraduate studies in BroUadncivasetrsCitoymofmtuhne iPcahtiiloipnpaintetshDe islaimaenuniversity and became a full- management, digital trust and privacy concerns, and Hallyu studies, with publications in fledged media practitioner thereafter. Shari now works as a news reporter for People's Television Computers in Human Behavior, Computer Standards and Interfaces, Industrial Management & NSientcweotrhke,iIrnicn.tbroudtuschteiocnontotiFnuiloipuisnlyodauedvoietnecsetsim15eyineaprusrasguoinags phaerrtionfttehresHt ianllKyuoroeraKnocruelatunrwe aavned, Data Systems, International Journal of Market Research, Asian Journal of Social Sciences, and sKoocrietayn. dramas, more popularly known as telenovelas, have become an integral component of many others. Philippine TV programming. Interest over these dramas have also expanded into the Internet and social media, where Filipinos can also access drama shows which otherwise are not shown VloecraallYy.aTelhPe.rMe iinsoarniaeims ceurrgrennttllyitae5rathtuyreeaarbmoaujtorKinogreBaAnPtheilleovsnoopvheylainsUinP DthileimPahni.liHpeprinafefsil,iabtuiotnist imnaUinPlyDhiliamsabneeincflurodme btheiengvaantvaogleunotfesecrhaotlatrhley Ocrfiftiicceisomf IonrtemrnedatiiaosntauldLiiensk.ages Diliman (OILD

310 311 6th Philippine Korean Studies Symposium INFLUENCE OF ADVERTISEMENTS BY POPULAR KOREAN FIGURES cgoivuenstrrieisseevteor saincpehietnsobmooenmonin twhheeyreainr 2K00o0res.anItswmoarndisfesatnadtiopnhwraosuelsd atasksiemoinlatteheinfortmheoirf To address the gOaNp iTnHthEeBliRteAraNtuDreRoEnPFUilTipAiTnIoOs NrecOepFtiKoOnRofEKAoNreBaUn,StIhNeEreSfoSrEeS, we interviewed Kcoonrveearnsaptoiopnsaolnlagnsgaunadgder.aTmhais swtuhdicyhawimersetoademxpilroerdebhyonwuHmearlloyuusifsainnsflaureonucnindgththeeglaonbgeu. Iangethoef 28 informants who were chosen through maximum variation sampling, so they could represent PthheilFipilpipinineos,fSaonustbhyKlooorkeianngaacttshsouwchthaes SKuopreranJulnainogru, 2agNeEis1u,tainlidzeTdVbXy tQhemfandseitnhethiremiraervkewryhdialye diverse media habits and different leveClsaothf ienrtinereesAtbaenldladisinterest about Korea. We anchored dexrapmeraiesnscuec.h as “Full House” and “Boys Over Flowers” were well-received by the Filipino our interpretivist approach on BFSaiCrchleomugicha’lsECngriintiecearlinDg iscourse Analysis (CDA). We audiences. contextualized the three levels of CDA with various theories: Reception Theory for the micro (text) level, the Theory of ResonanMceaarnkdCPoanrcaesopciiaolnInteraction for the meso (discursive As the passion for Korean entertainment and culture intensifies in the international scene, practice) level, and the Cultural DimBeSnCsiiovnilsEconngicneepetrifnogr the macro (social practice) level. several markets see the Korean metPhAodNoEfLprDodISuCciUngSSanIOd pNropelling artists to superstardom as Our inductive approach revealed beauty, in increasing complexity, as the motif which cuts a model. For an instance, the Philippines’ VIVA Artist Agency tried to produce Pop or across the three CDA levels. Jordanne Zamora P7-0PoYpEgArRoSupOsFsuDchIPaLs XOLMRA8TaICndRPEoLpAGTiIrOlsN. TShBeEimTWmEenEsNelKy pOoRpEuAlarAKN-DPoTpHdEefPinHitIeLlIyPgPaIrNneErSed: BS Psychology interest amongst entertaCinHmAeLnLtEinNdGuEstSrieAsNinDAVsIiSaIOanNdSinFOthReWreAstRoDf the globe. At the micro level, we found the informants noticed physical and non-physical beauty in the Tpehresornisse(iin.ep.,oapcutloarrsityanodf Kthoerieracnhpaorapcutlearrs)cualntudrethiseupnladcoeusb(tie.de.l,ytaempopwoerarflualnpdhesnpoatmiaelnsoenttitnhga)t However, criticism on the Korean Wave started to arise upon its expansion. As Korean pop was hwahsicbheethnehsahpopwesnifneagtuthrerdou. Wgheoufotutnhde 1p0asmt dicercoatdhee.mWesitihnitthsistrreognagrdl.inMk etaontwhheielen,taetrtahienmesnot tagged as “South Korea’s Greatest Export” by Time Magazine in its March 2012 issue, it was ilenvdeul,stbrays,eidt iosuinr edvisitcaubslseiofonrs coefritnafionrcmelaenbtrsi’tiinesiagnhdtsf,iwguerceosntosterumcetergdea, qgauranderrainntgwahtteernetwioencforoumld known that huge profits are gained by the entertainment labels through their talents’ global narortaoyninlytewristehcitnioKnosroefa’bseloacuatyl sbpehtewre,ebnupteerxstoennsdianngdtoploatchees.r fTohreeigqnuadurdainent cweassasawresllu.ltBoefca1u)sae eDxIpSaCnUsiSoSnA. NMTaSn:y industry experts believe that while their profits skyrocket, artists are being static-dynamic axis and 2) an individualist-collectivist axis. It was not simply that individual these notable figures hold influence over their audience, it is not unusual to see them as explMoitre.dH. o-ik Lee achmabracssteardsowrseorfecpehrtyasiincablrlyanbdesa,uetvifeunl;fothreKirorealantibounssihniepss caonndgvlaolmueesrawteesre(cdheaeemboelds)b.eTahuitsifsutul dby President athime sintformexapnltosr,etohoo.w advertising done by popular Korean figures influences the brand This paper will now focus on BoA Kwon, a solo female artist signed by South Korea’s SM Korean Chamber of Commerce in the Philippines reputation of Korean businesses through analyzing the sales and public reception of endorsed entertainment. Kwon led the Korean Wave during the early 2000s as she became a renowned pWroedtuhcuts.arrayed the interplay between the meso axes and the micro meso levels this way: popHicon.aJcarnogssHAysuian. KUisming the Political Economy lens, the study aims to seek how she was Korean beauty as depicted in the telenovelas, according to the informants, is characterized by treatMedinaisstaerc-oCmomunosdeliotry throughout her experiences as a Korean Pop act by analysing different static and dynamic attributes, and is considered (1) timeless, and it (2) values heritage. It is also medEiamtbexatsssyaboofutht eheRr.epublic of Korea in the Philippines a (3) celebration ofINevTeEryGdRayATliIfOe NanOdF(4T)HrEevKoOlveRsEaArNouLnAdNimGUprAoGveEmIeNnt. The vertical axis presents individuFaIlLisImPINanOdFcAoNlleSc’tCivOisNmV. ETRhSeAdTiImOeNnsTiHonROofUiGnHdivHidAuLaLliYsmU typifies Korean TheDstru.dIymeemepMloayretdincoezmmodification as an entry point in analysing the economic implications beauty as (5) holistic, (6) a status symbol, (7) a product of self-love, and (8) engineers power. of BDoiArectKorwon’s experiences as a Korean Pop act based on the analysed media texts. Robelyn Bautista ComOmffoicdeitoiefsI,nfoterrKnaatriloMnaalrLx,inarkiasegefrso, mUPthDe ivlaimrieadnneeds of people such as the physical, social Conversely, collectivism talks aboBuAt CKoomremanunbiecautitoynaRs (e9se)acrochmmunal and (10) mutual respect. and cultural needs. These are now exaggerated through the production of new products that Ms. Gina Borinaga At the macro level, our findings inform our own appreciation, valuation, and understanding stir false needs among the consumers. President of beauty. They have implications oCnatshseanshdarlaloDwealnadCsruubzstantive depiction and discussion of Philippine KOICA Fellows Association, Inc. beauty in our own local programmBSinBgusspineecsisfiAcadlmlyinanisdtraintiobnroader Philippine society. Keywords: Commodification, Political Economy, BoA Kwon, Korean Entertainment, Hallyu

Keywords: hallyu, Korean values of beaFutayi,thCMritiacgarloDiscourse Analysis, Koreanovelas BA Malikhaing Pagsulat sa Filipino MODERATOR: Prof. Raisa Lumampao The presence of Hallyu in the PhMilipApNinUeFsAhCasTgUrRowEDn iInDtOhLe:last decade that even various local Assistant Professor meAdSiaTcUhDanYnOelNs aTreHfEloCwOinMg MwiOthDKIFoIrCeAanTIcOoNnteOnFt fTroHmE nKeOwRsEitAeNmsPtOoPsoIaCpOoNpeBraO.AAKsiWdeOfrNom Department of Political Science the local media, the consumption of Korean content through various online sources is University of the Philippines Diliman customary within the community. ThSehsaercioOnltieqnutisnaore typically delivered to consumers in Korean language, accComollpegaenioefdSobcyiaEl nWgolirskhatnrdanCsolamtimonusn,itwyhDetehveerlotphmroenutgh text or audio. As a result, even without formal eUdnuicvaetrisointyoorf pthreioPrhsitluipdpyinoefstDheilKimoarnean language, consumers end up learning commonly used words, phrases, and expressions through constant exposure. TFuhrethKeorrmeaonreW, tahvee,caolnsostkantowexnpaosstuhre HofaFllyiluippinhoenKomorenanonp,ohpascbuelteunrea hfaungsethoitKacorroesasndcifofnertent

1228 1239 6th Philippine Korean Studies Symposium INFLUENCE OF ADVERTISEMENTS BY POPULAR KOREAN FIGURES gcoivuenstrrieisseevteor saincpehietnsobmooenmonin twhheeyreainr 2K00o0res.anItswmoarndisfesatnadtiopnhwraosuelsd atasksiemoinlatteheinfortmheoirf To address the gOaNp iTnHthEeBliRteAraNtuDreRoEnPFUilTipAiTnIoOs NrecOepFtiKoOnRofEKAoNreBaUn,StIhNeEreSfoSrEeS, we interviewed cKoonrveearnsaptoiopnsaolnlagnsgaunadgder.aTmhais swtuhdicyhawimersetoademxpilroerdebhyonwuHmearlloyuusifsainnsflaureonucnindgththeeglaonbgeu. Iangethoef 28 informants who were chosen through maximum variation sampling, so they could represent tPhheilFipilpipinineos,fSaonustbhyKlooorkeianngaacttshsouwchthaes SKuopreranJulnainogru, 2agNeEis1u,tainlidzeTdVbXy tQhemfandseitnhethiremiraervkewryhdialye diverse media habits and different leveClsaothf ienrtinereesAtbaenldladisinterest about Korea. We anchored edxrapmeraiesnscuec.h as “Full House” and “Boys Over Flowers” were well-received by the Filipino our interpretivist approach on BFSaiCrchleomugicha’lsECngriintiecearlinDg iscourse Analysis (CDA). We audiences. contextualized the three levels of CDA with various theories: Reception Theory for the micro (text) level, the Theory of ResonanMceaarnkdCPoanrcaesopciiaolnInteraction for the meso (discursive As the passion for Korean entertainment and culture intensifies in the international scene, practice) level, and the Cultural DimBeSnCsiiovnilsEconngicneepetrifnogr the macro (social practice) level. several markets see the Korean metPhAodNoEfLprDodISuCciUngSSanIOd pNropelling artists to superstardom as Our inductive approach revealed beauty, in increasing complexity, as the motif which cuts a model. For an instance, the Philippines’ VIVA Artist Agency tried to produce Pinoy Pop or across the three CDA levels. Jordanne Zamora P7-0PoYpEgArRoSupOsFsuDchIPaLs XOLMRA8TaICndRPEoLpAGTiIrOlsN. TShBeEimTWmEenEsNelKy pOoRpEuAlarAKN-DPoTpHdEefPinHitIeLlIyPgPaIrNneErSed: BS Psychology interest amongst entertaCinHmAeLnLtEinNdGuEstSrieAsNinDAVsIiSaIOanNdSinFOthReWreAstRoDf the globe. At the micro level, we found the informants noticed physical and non-physical beauty in the Tpehresornisse(iin.ep.,oapcutloarrsityanodf Kthoerieracnhpaorapcutlearrs)cualntudrethiseupnladcoeusb(tie.de.l,ytaempopwoerarflualnpdhesnpoatmiaelnsoenttitnhga)t However, criticism on the Korean Wave started to arise upon its expansion. As Korean pop was hwahsicbheethnehsahpopwesnifneagtuthrerdou. Wgheoufotutnhde 1p0asmt dicercoatdhee.mWesitihnitthsistrreognagrdl.inMk etaontwhheielen,taetrtahienmesnot tagged as “South Korea’s Greatest Export” by Time Magazine in its March 2012 issue, it was ilenvdeul,stbrays,eidt iosuinr edvisitcaubslseiofonrs coefritnafionrcmelaenbtrsi’tiinesiagnhdtsf,iwguerceosntosterumcetergdea, qgauranderrainntgwahtteernetwioencforoumld known that huge profits are gained by the entertainment labels through their talents’ global narortaoyninlytewristehcitnioKnosroefa’bseloacuatyl sbpehtewre,ebnupteerxstoennsdianngdtoploatchees.r fTohreeigqnuadurdainent cweassasawresllu.ltBoefca1u)sae eDxIpSaCnUsiSoSnA. NMTaSn:y industry experts believe that while their profits skyrocket, artists are being static-dynamic axis and 2) an individualist-collectivist axis. It was not simply that individual these notable figures hold influence over their audience, it is not unusual to see them as explMoitre.dH. o-ik Lee achmabracssteardsowrseorfecpehrtyasiincablrlyanbdesa,uetvifeunl;fothreKirorealantibounssihniepss caonndgvlaolmueesrawteesre(cdheaeemboelds)b.eTahuitsifsutul dby President athime sintformexapnltosr,etohoo.w advertising done by popular Korean figures influences the brand This paper will now focus on BoA Kwon, a solo female artist signed by South Korea’s SM Korean Chamber of Commerce in the Philippines reputation of Korean businesses through analyzing the sales and public reception of endorsed entertainment. Kwon led the Korean Wave during the early 2000s as she became a renowned pWroedtuhcuts.arrayed the interplay between the meso axes and the micro meso levels this way: popHicon.aJcarnogssHAysuian. KUisming the Political Economy lens, the study aims to seek how she was Korean beauty as depicted in the telenovelas, according to the informants, is characterized by treatMedinaisstaerc-oCmomunosdeliotry throughout her experiences as a Korean Pop act by analysing different static and dynamic attributes, and is considered (1) timeless, and it (2) values heritage. It is also medEiamtbexatsssyaboofutht eheRr.epublic of Korea in the Philippines a (3) celebration ofINevTeEryGdRayATliIfOe NanOdF(4T)HrEevKoOlveRsEaArNouLnAdNimGUprAoGveEmIeNnt. The vertical axis presents individuFaIlLisImPINanOdFcAoNlleSc’tCivOisNmV. ETRhSeAdTiImOeNnsTiHonROofUiGnHdivHidAuLaLliYsmU typifies Korean TheDstru.dIymeemepMloayretdincoezmmodification as an entry point in analysing the economic implications beauty as (5) holistic, (6) a status symbol, (7) a product of self-love, and (8) engineers power. of BDoiArectKorwon’s experiences as a Korean Pop act based on the analysed media texts. Robelyn Bautista ComOmffoicdeitoiefsI,nfoterrKnaatriloMnaalrLx,inarkiasegefrso, mUPthDe ivlaimrieadnneeds of people such as the physical, social Conversely, collectivism talks aboBuAt CKoomremanunbiecautitoynaRs (e9se)acrochmmunal and (10) mutual respect. and cultural needs. These are now exaggerated through the production of new products that Ms. Gina Borinaga At the macro level, our findings inform our own appreciation, valuation, and understanding stir false needs among the consumers. President of beauty. They have implications oCnatshseanshdarlaloDwealnadCsruubzstantive depiction and discussion of Philippine KOICA Fellows Association, Inc. beauty in our own local programmBSinBgusspineecsisfiAcadlmlyinanisdtraintiobnroader Philippine society. Keywords: Commodification, Political Economy, BoA Kwon, Korean Entertainment, Hallyu

Keywords: hallyu, Korean values of beaFutayi,thCMritiacgarloDiscourse Analysis, Koreanovelas BA Malikhaing Pagsulat sa Filipino MODERATOR: Prof. Raisa Lumampao The presence of Hallyu in the PhMilipApNinUeFsAhCasTgUrRowEDn iInDtOhLe:last decade that even various local Assistant Professor meAdSiaTcUhDanYnOelNs aTreHfEloCwOinMg MwiOthDKIFoIrCeAanTIcOoNnteOnFt fTroHmE nKeOwRsEitAeNmsPtOoPsoIaCpOoNpeBraO.AAKsiWdeOfrNom Department of Political Science the local media, the consumption of Korean content through various online sources is University of the Philippines Diliman customary within the community. ThSehsaercioOnltieqnutisnaore typically delivered to consumers in Korean language, accComollpegaenioefdSobcyiaEl nWgolirskhatnrdanCsolamtimonusn,itwyhDetehveerlotphmroenutgh text or audio. As a result, even without formal eUdnuicvaetrisointyoorf pthreioPrhsitluipdpyinoefstDheilKimoarnean language, consumers end up learning commonly used words, phrases, and expressions through constant exposure. FTuhrethKeorrmeaonreW, tahvee,caolnsostkantowexnpaosstuhre HofaFllyiluippinhoenKomorenanonp,ohpascbuelteunrea hfaungsethoitKacorroesasndcifofnertent

2182 2193 6th Philippine Korean Studies Symposium PSoAuRthAKLoLrEeaLfSroEmSSthIOeirNcoBnsumption. Through these objectives, this study will highlight the lack of legislative efforts and non-discrimination laws which cater to the needs and safety of function of Hallyu as a soft power employed by South Korea in reconstructing an ideology of the aforementioned marginalized sector in the arguably conservative Korean society (Lee, “imagined” country and its influence on the state. The results will reveal not just how Filipino 2016). This intolerance is said to have sprouted from the Confucian influence which has a huge BEYOND THE (K-POP) SCENE: Hallyu fans perceive South Korea, butFifILHIAaLllyPuIEisTaYls:o a successful form of soft power. impact in Korean culture, specifically valuing filial piety and group harmony over individual ANALYZING THE ROLE OF BTS’S LOVE MYSELF CAMPAIGN AND CELEBRITY A CONTEMPORARY MORAL QUANDARY IN THE PHILIPPINES AND SOUTH KOREA freedom (Rich and Eliassen, 2019). EVALUATED USING ARISTOTLE’S VIRTUE ETHICS DIPLOMACY IN THE PROMOTION OF UNICEF’S CHILD PROTECTION CAMPAIGN FROM VILLAGE TO APARTMENT BUILDINGS: Consequently, this deeply ingrained public sentiment is also apparent in Korean cinema. Reini Azriel Evangelista KOREAN FAMILIEVSerAaNYDaeHl MOUiñSoErHiaOLD STRUCTURE Despite its significant progress throughout the years as implied by its huge global market, the Department of Political Science Department of Philosophy Korean film industry is still said to have been working under the heavy influence of “Confucian University of the Philippines Diliman UniversityPofatuhleaPBhaiulitpipsitnaes Diliman homophobia” (Lee, 2000). Likewise, it is also seen through the distinguishable trend of gay BA Speech Communication visibility in the history of Korean queer cinema—namely: the Invisible Age [70s], Camouflage There has been an observable rise in the participation of celebrities in diplomacy, along with Filial piety or respect for elders is a virtue that sets an expectation for children to respect and Age [late 90s], and Blockbuster Age [the present] (Kim and Singer, 2011)—how the the increased use of social media for diplomatic purposes. Similarly, the Korean Wave has also care for aging parents. It was promulgaPterdinucnedsesrNthaecinofnluence of Confucianism, which was the representation of their community is still a recurring struggle. Despite this, there are also some seen an increase in its popularity, influence, and recognition across the globe. Previous studies state religion and ideology duringBtAheBJroosaedocansdt yCnoamstmyubnuitciattsiroonots may be traced from the Three attempts to challenge these Korean conservative beliefs through the presence of queer film on celebrity diplomacy – for the purposes of this research, is a concept coined by Andrew F. Kingdoms period in South Korea. It has spread widely throughout the rest of East Asia, festivals in the country (Kim and Hong, 2007) and also as manifested through the mainstream Cooper that highlights the presence and participation of celebrities, usually through OincvleurdainpgerAiosdiaonfimtimmei,gKraonrtesaanrofuamndiltiehse' gstlroubcetuanredhtaostchhisadnagye,di.tTrermadaiitniosnhaigl hfalmy iinlyflvuaelnuteisala.nInd success of LGBT-themed films such as The King and the Clown (Kim and Singer, 2011). It international governmental organizations (IGOs) or non-governmental organizations pthraecptiacpeesr,atrheenaeggeodtiwatielldexincluthsievecloynrteefmerptorealrdyerKlyorfeaamnilsyomciemty.beTrshiasndpatpheerlipnreoboefsdiisnctuosstihoins is important to note that these efforts are integral to the change of the face of Korean cinema. (NGOs), in the publicization of international causes and in engagements with high-level state cwhiallnegme aannadteexfarommintehsehnoawtuKreoroefanthdereasmtaabslirsehperdespenratcetdictehoisfcfhilaianlgpei.ety for immediate family Accordingly, Korean queer cinema has played a vital role in the early days of the LGBTQIA actors to affect policies – have focused on Western perspectives and the activities of celebrities members, parents, and how it extends to other elderlies in the extended family and further, to + movement in Korea. However, the current efforts of inclusivity in the Korean film industry including George Clooney, Angelina Jolie, and Bono, while studies on the Korean Wave have Tothhiesrsntuodny-raenlaatleydzeesldtherrleiesK, aosraenanofdfrsahmooatsofrfothmedpirfafcetriecnetopfererisopdesctoinf gtimpaer.eTntesxitnutahleanimalmyseisdwiaitlel still remain to be debatable as to whether these are enough. Specifically, queer representation mostly focus on the media and culture aspect, and the effects within and to South Korea only. bheomeme.ployed in the review of the broadcast texts. This study answers the question: How are remains a hit or miss, ranging from claims of commodification of the gay body in Korean films Given these, using a qualitative approach in its case study, this research seeks to contribute to Korean families defined, vis a vis its change in the contemporary Korean society, through a despite the unfavorable public sentiment towards them in reality (Kwon, 2016) to the presence the literature of celebrity diplomacy and of the Korean Wave by asking and analyzing how the bTrhoiasdpcaapsterawnailllyasitst?empt to analyze filial piety as one of the aspects of traditional family ties and of formulas or tropes for gay characters in Korean mainstream film and entertainment K-pop group BTS as celebrity diplomats, and the Love Myself Campaign of BTS and evaluate it as a moral virtue or a moral vice, in the milieu of contemporary Filipino and Korean industries (Kim and Singer, 2011). These show how Korean cinema still has a long way to go UNICEF, have promoted UNICEF’s child protection campaigns, specifically, the Kfaemyiwlioersd. sJ:uKxtoarpeoansinfagmtihlye, KCoornefaunchiaonusoerhoKldorsetarunctpurraec,tfiacme iolyf vfailiuaels,pKieotyreawnitshoctihetey,FKiloipreinano in terms of proper representation. #ENDviolence campaign. The framework establishes the relationship between the celebrity daprapmlicaastion, it may be more or less akin with what is called as utang-na-loób, which refers to diplomacy of BTS and their Love Myself Campaign with UNICEF, which together, will work a debt of gratitude that children have for their parents and a commitment to pay back. Given these, the research will be analyzing the relationship between Korean views on towards the promotion of the #ENDviolence campaign. The strategies used by these two to Meanwhile, it has long been imprinted in Korean culture and society as perceived in its LGBTQIA+ and the visibility of the community in mainstream Korean cinema. Particularly, promote the #ENDviolence campaign will also be investigated. Data to be collected are hierarchical culturPe,EaRgCeEaPnTdIgOeNnSdeOr NbiaGsA, rYevMerEeNncIeNfoKrOelRdEeArsNanSdOaCnIcEeTsYtors, among others. it will be seeking to determine through content analysis if the perceptions of Koreans towards comprised of English web articles and news reports from various Korean and Western news GivAeNnDthTatHfEilIiRal MpiAetNy IwFaEsSiTnAitTiaIlOlyNinStrINodCuOceNdTaEs Ma vPiOrtuReA,RitYfoKllOowREs AthNatQitUoEuEgRhtCtIoNrEemMaAin a homosexual males are manifested in the portrayal of their characters in existing mainstream and entertainment websites, write-ups from official campaign websites, and content from virtue, however current practices show that it is not always the case. Since virtue, according Korean films. Through exploring these areas, the research is ultimately aiming to see the more social networking sites such as tweets from official Twitter accounts and Instagram posts. For to Aristotle, is a mean between viceKs i–anoaneDoeflawrmhiechnties marked by excess and the other by general picture of how Korean societal views shape or influence Korean cinema as an art and the purpose of this study, data has been analyzed following grounded theory analysis – which deficiency – the author will enBuAmSerpaeteechmCaonmifmesutnaitciaotniosnand unique traits in the current a practice. Philippine and Korean context that will further be compartmentalized into virtue or vice, and is the progressive identification and integration of themes, codes, and categories from the data – and will begin with open coding. consequently, into excess and deficiencJyo.hFnuRrtahmeromsore, it will be explained how filial piety should be expressed in moderation usingBthAeFAilrmistotle’s Golden Mean and Confucianism. More importantly, the author will present an argument which will situate the virtue of respect, Keywords: celebrity diplomacy, Korean Wave, BTS, UNICEF, #ENDviolence, Love Myself Campaign, child protection campaigns CspoencitfeimcaplloyrraersypeScotufothr elKdoerse,aascaonnotitnhuerespthoerleagofbacethiionndininArtiesrtmotsle’osftatbolleeorafnvciretuteoswaanrddvsictehse. LGBTQIA+ community as compared to other democratic countries (Rich and Eliassen, 2K0e1y9w)o. rGdsa:llfuilpiaKl poireetay,foviurntudeienth2i0c1s,3Cthoantfutwcioan-tihsmird, sAorifstSootulet,hSKouotrheaKnorreesap,oPnhdielinptpsionpesposed same-sex marriage while only roughly one-fourth supported it (news.com.au, 2013). In addition, it is shown in a 2007 Pew Research report that only 18% of the respondents agreed that homosexuality should be tolerated (Borowiec, 2014). Moreover, there is still a concerning

1246 1257 6th Philippine Korean Studies Symposium PSoAuRthAKLoLrEeaLfSroEmSSthIOeirNcoBnsumption. Through these objectives, this study will highlight the lack of legislative efforts and non-discrimination laws which cater to the needs and safety of function of Hallyu as a soft power employed by South Korea in reconstructing an ideology of the aforementioned marginalized sector in the arguably conservative Korean society (Lee, “imagined” country and its influence on the state. The results will reveal not just how Filipino 2016). This intolerance is said to have sprouted from the Confucian influence which has a huge BEYOND THE (K-POP) SCENE: Hallyu fans perceive South Korea, butFifILHIAaLllyPuIEisTaYls:o a successful form of soft power. impact in Korean culture, specifically valuing filial piety and group harmony over individual ANALYZING THE ROLE OF BTS’S LOVE MYSELF CAMPAIGN AND CELEBRITY A CONTEMPORARY MORAL QUANDARY IN THE PHILIPPINES AND SOUTH KOREA freedom (Rich and Eliassen, 2019). EVALUATED USING ARISTOTLE’S VIRTUE ETHICS DIPLOMACY IN THE PROMOTION OF UNICEF’S CHILD PROTECTION CAMPAIGN FROM VILLAGE TO APARTMENT BUILDINGS: Consequently, this deeply ingrained public sentiment is also apparent in Korean cinema. Reini Azriel Evangelista KOREAN FAMILIEVSerAaNYDaeHl MOUiñSoErHiaOLD STRUCTURE Despite its significant progress throughout the years as implied by its huge global market, the Department of Political Science Department of Philosophy Korean film industry is still said to have been working under the heavy influence of “Confucian University of the Philippines Diliman UniversityPofatuhleaPBhaiulitpipsitnaes Diliman homophobia” (Lee, 2000). Likewise, it is also seen through the distinguishable trend of gay BA Speech Communication visibility in the history of Korean queer cinema—namely: the Invisible Age [70s], Camouflage There has been an observable rise in the participation of celebrities in diplomacy, along with Filial piety or respect for elders is a virtue that sets an expectation for children to respect and Age [late 90s], and Blockbuster Age [the present] (Kim and Singer, 2011)—how the the increased use of social media for diplomatic purposes. Similarly, the Korean Wave has also care for aging parents. It was promulgaPterdinucnedsesrNthaecinofnluence of Confucianism, which was the representation of their community is still a recurring struggle. Despite this, there are also some seen an increase in its popularity, influence, and recognition across the globe. Previous studies state religion and ideology duringBtAheBJroosaedocansdt yCnoamstmyubnuitciattsiroonots may be traced from the Three attempts to challenge these Korean conservative beliefs through the presence of queer film on celebrity diplomacy – for the purposes of this research, is a concept coined by Andrew F. Kingdoms period in South Korea. It has spread widely throughout the rest of East Asia, festivals in the country (Kim and Hong, 2007) and also as manifested through the mainstream Cooper that highlights the presence and participation of celebrities, usually through OincvleurdainpgerAiosdiaonfimtimmei,gKraonrtesaanrofuamndiltiehse' gstlroubcetuanredhtaostchhisadnagye,di.tTrermadaiitniosnhaigl hfalmy iinlyflvuaelnuteisala.nInd success of LGBT-themed films such as The King and the Clown (Kim and Singer, 2011). It international governmental organizations (IGOs) or non-governmental organizations pthraecptiacpeesr,atrheenaeggeodtiwatielldexincluthsievecloynrteefmerptorealrdyerKlyorfeaamnilsyomciemty.beTrshiasndpatpheerlipnreoboefsdiisnctuosstihoins is important to note that these efforts are integral to the change of the face of Korean cinema. (NGOs), in the publicization of international causes and in engagements with high-level state cwhiallnegme aannadteexfarommintehsehnoawtuKreoroefanthdereasmtaabslirsehperdespenratcetdictehoisfcfhilaianlgpei.ety for immediate family Accordingly, Korean queer cinema has played a vital role in the early days of the LGBTQIA actors to affect policies – have focused on Western perspectives and the activities of celebrities members, parents, and how it extends to other elderlies in the extended family and further, to + movement in Korea. However, the current efforts of inclusivity in the Korean film industry including George Clooney, Angelina Jolie, and Bono, while studies on the Korean Wave have Tothhiesrsntuodny-raenlaatleydzeesldtherrleiesK, aosraenanofdfrsahmooatsofrfothmedpirfafcetriecnetopfererisopdesctoinf gtimpaer.eTntesxitnutahleanimalmyseisdwiaitlel still remain to be debatable as to whether these are enough. Specifically, queer representation mostly focus on the media and culture aspect, and the effects within and to South Korea only. bheomeme.ployed in the review of the broadcast texts. This study answers the question: How are remains a hit or miss, ranging from claims of commodification of the gay body in Korean films Given these, using a qualitative approach in its case study, this research seeks to contribute to Korean families defined, vis a vis its change in the contemporary Korean society, through a despite the unfavorable public sentiment towards them in reality (Kwon, 2016) to the presence the literature of celebrity diplomacy and of the Korean Wave by asking and analyzing how the bTrhoiasdpcaapsterawnailllyasitst?empt to analyze filial piety as one of the aspects of traditional family ties and of formulas or tropes for gay characters in Korean mainstream film and entertainment K-pop group BTS as celebrity diplomats, and the Love Myself Campaign of BTS and evaluate it as a moral virtue or a moral vice, in the milieu of contemporary Filipino and Korean industries (Kim and Singer, 2011). These show how Korean cinema still has a long way to go UNICEF, have promoted UNICEF’s child protection campaigns, specifically, the Kfaemyiwlioersd. sJ:uKxtoarpeoansinfagmtihlye, KCoornefaunchiaonusoerhoKldorsetarunctpurraec,tfiacme iolyf vfailiuaels,pKieotyreawnitshoctihetey,FKiloipreinano in terms of proper representation. #ENDviolence campaign. The framework establishes the relationship between the celebrity daprapmlicaastion, it may be more or less akin with what is called as utang-na-loób, which refers to diplomacy of BTS and their Love Myself Campaign with UNICEF, which together, will work a debt of gratitude that children have for their parents and a commitment to pay back. Given these, the research will be analyzing the relationship between Korean views on towards the promotion of the #ENDviolence campaign. The strategies used by these two to Meanwhile, it has long been imprinted in Korean culture and society as perceived in its LGBTQIA+ and the visibility of the community in mainstream Korean cinema. Particularly, promote the #ENDviolence campaign will also be investigated. Data to be collected are hierarchical culturPe,EaRgCeEaPnTdIgOeNnSdeOr NbiaGsA, rYevMerEeNncIeNfoKrOelRdEeArsNanSdOaCnIcEeTsYtors, among others. it will be seeking to determine through content analysis if the perceptions of Koreans towards comprised of English web articles and news reports from various Korean and Western news GivAeNnDthTatHfEilIiRal MpiAetNy IwFaEsSiTnAitTiaIlOlyNinStrINodCuOceNdTaEs Ma vPiOrtuReA,RitYfoKllOowREs AthNatQitUoEuEgRhtCtIoNrEemMaAin a homosexual males are manifested in the portrayal of their characters in existing mainstream and entertainment websites, write-ups from official campaign websites, and content from virtue, however current practices show that it is not always the case. Since virtue, according Korean films. Through exploring these areas, the research is ultimately aiming to see the more social networking sites such as tweets from official Twitter accounts and Instagram posts. For to Aristotle, is a mean between viceKs i–anoaneDoeflawrmhiechnties marked by excess and the other by general picture of how Korean societal views shape or influence Korean cinema as an art and the purpose of this study, data has been analyzed following grounded theory analysis – which deficiency – the author will enBuAmSerpaeteechmCaonmifmesutnaitciaotniosnand unique traits in the current a practice. Philippine and Korean context that will further be compartmentalized into virtue or vice, and is the progressive identification and integration of themes, codes, and categories from the data – and will begin with open coding. consequently, into excess and deficiencJyo.hFnuRrtahmeromsore, it will be explained how filial piety should be expressed in moderation usingBthAeFAilrmistotle’s Golden Mean and Confucianism. More importantly, the author will present an argument which will situate the virtue of respect, Keywords: celebrity diplomacy, Korean Wave, BTS, UNICEF, #ENDviolence, Love Myself Campaign, child protection campaigns CspoencitfeimcaplloyrraersypeScotufothr elKdoerse,aascaonnotitnhuerespthoerleagofbacethiionndininArtiesrtmotsle’osftatbolleeorafnvciretuteoswaanrddvsictehse. LGBTQIA+ community as compared to other democratic countries (Rich and Eliassen, 2K0e1y9w)o. rGdsa:llfuilpiaKl poireetay,foviurntudeienth2i0c1s,3Cthoantfutwcioan-tihsmird, sAorifstSootulet,hSKouotrheaKnorreesap,oPnhdielinptpsionpesposed same-sex marriage while only roughly one-fourth supported it (news.com.au, 2013). In addition, it is shown in a 2007 Pew Research report that only 18% of the respondents agreed that homosexuality should be tolerated (Borowiec, 2014). Moreover, there is still a concerning

2164 2175 6th Philippine Korean Studies Symposium

NEGOTIATING THE TRADITIONAL AND THE MODERN: REDEVELOPMENT AND COMMERCIALIZATION OF IKSEON-DONG PARALLEL SESSION C THE PHILIPPINE가A시N나D (SGOAUSTHHINKAO):REAN CONTEXT HATING THE FEMINISTS IN SOUTH KOREA Christel Anne Espino Gabriella Alicaya BS Computer Science CBlaArisJosuarCnaalmismaya LEARNING THE SMART WAY: Asian Center One of Seoul’s hiSdOdeUnTgHemKOs,RIEksAe’oSnP-dUoRnSgUiIsTaOsFmSalMl nAeRigThEbDorUhCoAodTIlOinNed with traditional Traditions and old beliefs foUrmnivtheresiftoyuonfdthateioPnhsiliopfpainneastDioinli,mbaunt along with its development Korean houses or hanoks established in the 1920s. The historical area was nearly demolished come new and modern ideas that challenge, change, or strengthen these ideologies. This paper during the early 2000s, until a grJoeuspsaoFf ryioduanTgocbreiatsi-vFeessatnijdoentrepreneurs called Iksun-dada Twihllesrheocwenht oowusthereoPfhailcipoprrinupest apnredsiSdoeuntthsKhoowreead, ihnotwheeinrtohwunsiawstaiycs,SnoeugthotKiaoterecaonnsteamrepaobroauryt pioneered the movement to rLevyicteaulimzeotfhtehedPishtriilicptpbiynebsuUildninvgertsrietyndy shops and businesses that dvaelmueocsyrascteym. Bsuatnadsbimeliielafsrlwy istthrotnragdrietaiocntisofnroamgaitnhset pcealsetb. IrittwieisllshaloswoisnhgowfemhoinwisSt oleuatnhinKgosrteeastis have now attracted citizens mainly from the youth population as well as bustling tourists. This tdheeemsaemdemenortehuesfifaescmtivief pinoipnrteesdertvoiwngartdhsewirocmuletnu’rsermigohrtes.tRhandicthalefPemhiilnipisptincoems, mwhunicihtiewsitlel nbde pTahpeepr adpisecrupsrseessetnhteedrotlheeodfepvlealcoepmmaernkteotifnsgminarttheedruacpaitdiornisaesaanndaultrebrannaitziavteioenduocfaItkiosenoanl s-ydsotnemg, troatbioencaitleizdefdorutshinisgatvheerstiwonowniatthiofnems’ icnoilsomn,izbauttioitnishiimstpooriretsa.nt to explore how the Korean public tinheSpooustihtiKveoirmeap.aTcthseocfoiutsntrreydehvaeslobpemenecnot,nasinddertehde apsoossniebloefctohnesceoqunentrcies othfatturhnaivnegaicthiinetvoeda react to feminist issues without the feminist name tag. For example, the Korean public’s pralpacide oefcocnoonmsuimc pgtrioownt.hAwltihthoucgohnsthiseteinntithiailghpurrapnoksienfgorinithsirgehviqtaulaizliattyioenduwcaastitoonp. rAesltehrvoeugiths rKeocerepatiwonasocfo#lMoneizTeodobaynJdapthaenrfeocre3n5tlyyeraerpsowrthedileiltlehgeaPl sheixlipvipdienoesfiwlmasinugnbdyermthaleercuelleeborfitoitehseisr hvaerriiotaugsecvoaulunet,riaersguhmaveenatsdoonptgeednttrhifeiccaotniocnepatndofsussmtaairntaebdleuucrabtiaonni.smCsotuilnltpreiersislitk, espSeincigaalplyofroer, crouucniatrliiens fdoertmermorientihnagnK3o0r0eay’esadrsisbpyoSsiptiaoin afolorndee,mnootccraotuicntiidnegalysept uthrseuteimd efosrpwenotmuennd.er Japan aFinneliagnhdbaonrhdoCohditnhaa,tSwouasthorKigoirneaallryeabluizieltdatshaerkeesyidteonicmepfororvKinogreqaunalciotymomf loinfeeris.education for Hanedntchee, tUhnisitpeadpSertawteilsl.bCeicteinngtetrheedseonfigthuereqsu, ethsteiopnap“Wer ghiyveisstahgelSimouptshe Kofohreoawnmpuubclhicinshflouwenincge development. Strengthening education system meant improvement of quality and living athvertswioonntaotiFoenms hinaivsemh?”adUfsrionmg athneairnacloylsoins iozfercso.mments under popular articles on feminism standards among citizens and could minimize the big gap among the rich and the poor. Equal online, it will explore how Koreans understand Feminism through the way they discuss it access to education, capital investment and efficient public administration are among the oGnilvienne.tIhtewseilclothnseinderxaptlioornes,rabdoitchalhfaevmeiunnisdtecrogmonmeumniotdieesrntoizsaeteioinf twhheialellesgtialltipornesseorfvminigsasnodmrye requirements of education for development. The paper revealed how the country was able to htraavdeitgiroonusn. Hd,oawndevifetrh, SeyoiuntdheKedorimeapiesdaebltehteofepmroivniidstema movoermeevnistibinleKbolerenad. Eofstshenettiraaldlyi,titohneaplaapnedr establish these three requirements in the form of development, adoption and implementation wthiellmasosdesesrnifctohme opnalriendetdoisthcoeuPrhseiloipfpFienmesiwnihsmichcrheaastseuscpcruompebreudntdoetrhsetaonvdeirnwgh.eFlimnainllgy,inthfleupenapcesr of alternative education system. Key GfeSa1t9ur7esU, NatDtriEbRutGesRAanDdUcAapTaEbilPitRieEs,SsEimNiTlaAriTtiIeOs Nan2d wofililtspcrovloidneizpeorsi.nts of action to further feminism among the South Koreans through better differences and developments of learning approaches were also explored to understand how discourse. online learning was developed as a form of educational system leading towards the pursuit of smart education. HALLYU’S SOFT POWER: THE IDEOLOGICAL STATE APPARATUS OF KOREA AND RISE OF WEBTOON The paper further suggITesSteIdNtFhLaUt eEnNaCblEinOgNleaFrInLiInPgINenOviHroAnLmLeYnUt fFoAr eNaSsy and conducive access to learning is necessary along with the reinforcement of guidelines and ethics that come along Eizelle Simon Escala Jovi Maniago BA Psychology with the utilization of education contents and materials. ICT plays an important aspect in the success of smart education and if tBhAis SbpeeaepchpClieodmimnucnoiucnatiroiens like the Philippines, there is also From The Breaker to Solo Leveling, these are just a few of the many series from a growing a need to strengthen competencies of learning providers in order to put into practice the advantages of smart education. Nahyeon Kim culture of Korea on comics or manhwa (만화). Currently, manhwa thrives from the rise of Exchange Student (Hannam University) different networks in Korea, like Line and . Through these networks, they publish different series online for different users locally. The expansion of their coverage to Keywords: education for development, Smart Education, South Korea, smart learning eDnuveirotonmtheentds.eveloping digital age, Hallyu (Korean Wave) has hit a global phenomenon. international audience allowed it to be globally competitive in terms of its reach comparing it Popular Hallyu franchises, which are K-Pop and K-Drama, has impacted other Korean to western comics and manga. Last 2013, the market for manhwa reached up to $42 million popular cultural products, such as beauty, technology, and food, to reach fame abroad as well. USD due to the rise of digital comics market internationally with an 8.8% increase. Moreover, The internet has played a key role on being the vessel of Hallyu where it’s consumed by the fans the dramatization of some manhwas, like Cheese in the Trap, fuelled the rise and excitement abroad. In the Philippines, Hallyu has become a part of the mainstream. This study will be an of its market. Currently, Naver, a multi-platform company that partners with Line, breaks overview of the influence of Hallyu on Filipino fans using Louis Althusser’s Ideological State barriers by announcing the next step to increase their audience by making an animation of the Apparatus. It will aim to answer how does Hallyu influence Filipino Hallyu fans’ perception two most popular titles they have, following the footsteps of Japan with its manga and anime. of South Korea through describing Hallyu as a global phenomenon, its rise as a popular culture This study follows the history of how it started from a print market that avails to the locals, to in the Philippines, the consumption behavior of Filipino Hallyu fans, and their perception of a digital power that showcases to everyone.

1264 1275 6th Philippine Korean Studies Symposium

NEGOTIATING THE TRADITIONAL AND THE MODERN: REDEVELOPMENT AND COMMERCIALIZATION OF IKSEON-DONG PARALLEL SESSION C THE PHILIPPINE가A시N나D (SGOAUSTHHINKAO):REAN CONTEXT HATING THE FEMINISTS IN SOUTH KOREA Christel Anne Espino Gabriella Alicaya BS Computer Science CBlaArisJosuarCnaalmismaya LEARNING THE SMART WAY: Asian Center One of Seoul’s hiSdOdeUnTgHemKOs,RIEksAe’oSnP-dUoRnSgUiIsTaOsFmSalMl nAeRigThEbDorUhCoAodTIlOinNed with traditional Traditions and old beliefs foUrmnivtheresiftoyuonfdthateioPnhsiliopfpainneastDioinli,mbaunt along with its development Korean houses or hanoks established in the 1920s. The historical area was nearly demolished come new and modern ideas that challenge, change, or strengthen these ideologies. This paper during the early 2000s, until a grJoeuspsaoFf ryioduanTgocbreiatsi-vFeessatnijdoentrepreneurs called Iksun-dada wTihllesrheocwenht oowusthereoPfhailcipoprrinupest apnredsiSdoeuntthsKhoowreead, ihnotwheeinrtohwunsiawstaiycs,SnoeugthotKiaoterecaonnsteamrepaobroauryt pioneered the movement to rLevyicteaulimzeotfhtehedPishtriilicptpbiynebsuUildninvgertsrietyndy shops and businesses that vdaelmueocsyrascteym. Bsuatnadsbimeliielafsrlwy istthrotnragdrietaiocntisofnroamgaitnhset pcealsetb. IrittwieisllshaloswoisnhgowfemhoinwisSt oleuatnhinKgosrteeastis have now attracted citizens mainly from the youth population as well as bustling tourists. This dtheeemsaemdemenortehuesfifaescmtivief pinoipnrteesdertvoiwngartdhsewirocmuletnu’rsermigohrtes.tRhandicthalefPemhiilnipisptincoems, mwhunicihtiewsitlel nbde pTahpeepr adpisecrupsrseessetnhteedrotlheeodfepvlealcoepmmaernkteotifnsgminarttheedruacpaitdiornisaesaanndaultrebrannaitziavteioenduocfaItkiosenoanl s-ydsotnemg, rtoatbioencaitleizdefdorutshinisgatvheerstiwonowniatthiofnems’ icnoilsomn,izbauttioitnishiimstpooriretsa.nt to explore how the Korean public tinheSpooustihtiKveoirmeap.aTcthseocfoiutsntrreydehvaeslobpemenecnot,nasinddertehde apsoossniebloefctohnesceoqunentrcies othfatturhnaivnegaicthiinetvoeda react to feminist issues without the feminist name tag. For example, the Korean public’s pralpacide oefcocnoonmsuimc pgtrioownt.hAwltihthoucgohnsthiseteinntithiailghpurrapnoksienfgorinithsirgehviqtaulaizliattyioenduwcaastitoonp. rAesltehrvoeugiths Kreocerepatiwonasocfo#lMoneizTeodobaynJdapthaenrfeocre3n5tlyyeraerpsowrthedileiltlehgeaPl sheixlipvipdienoesfiwlmasinugnbdyermthaleercuelleeborfitoitehseisr hvaerriiotaugsecvoaulunet,riaersguhmaveenatsdoonptgeednttrhifeiccaotniocnepatndofsussmtaairntaebdleuucrabtiaonni.smCsotuilnltpreiersislitk, espSeincigaalplyofroer, coruucniatrliiens fdoertmermorientihnagnK3o0r0eay’esadrsisbpyoSsiptiaoin afolorndee,mnootccraotuicntiidnegalysept uthrseuteimd efosrpwenotmuennd.er Japan aFinneliagnhdbaonrhdoCohditnhaa,tSwouasthorKigoirneaallryeabluizieltdatshaerkeesyidteonicmepfororvKinogreqaunalciotymomf loinfeeris.education for aHnedntchee, tUhnisitpeadpSertawteilsl.bCeicteinngtetrheedseonfigthuereqsu, ethsteiopnap“Wer ghiyveisstahgelSimouptshe Kofohreoawnmpuubclhicinshflouwenincge development. Strengthening education system meant improvement of quality and living tahvertswioonntaotiFoenms hinaivsemh?”adUfsrionmg athneairnacloylsoins iozfercso.mments under popular articles on feminism standards among citizens and could minimize the big gap among the rich and the poor. Equal online, it will explore how Koreans understand Feminism through the way they discuss it access to education, capital investment and efficient public administration are among the Gonilvienne.tIhtewseilclothnseinderxaptlioornes,rabdoitchalhfaevmeiunnisdtecrogmonmeumniotdieesrntoizsaeteioinf twhheialellesgtialltipornesseorfvminigsasnodmrye requirements of education for development. The paper revealed how the country was able to thraavdeitgiroonusn. Hd,oawndevifetrh, SeyoiuntdheKedorimeapiesdaebltehteofepmroivniidstema movoermeevnistibinleKbolerenad. Eofstshenettiraaldlyi,titohneaplaapnedr establish these three requirements in the form of development, adoption and implementation twhiellmasosdesesrnifctohme opnalriendetdoisthcoeuPrhseiloipfpFienmesiwnihsmichcrheaastseuscpcruompebreudntdoetrhsetaonvdeirnwgh.eFlimnainllgy,inthfleupenapcesr of alternative education system. Key GfeSa1t9ur7esU, NatDtriEbRutGesRAanDdUcAapTaEbilPitRieEs,SsEimNiTlaAriTtiIeOs Nan2d owfililtspcrovloidneizpeorsi.nts of action to further feminism among the South Koreans through better differences and developments of learning approaches were also explored to understand how discourse. online learning was developed as a form of educational system leading towards the pursuit of smart education. HALLYU’S SOFT POWER: THE IDEOLOGICAL STATE APPARATUS OF KOREA AND RISE OF WEBTOON The paper further suggITesSteIdNtFhLaUt eEnNaCblEinOgNleaFrInLiInPgINenOviHroAnLmLeYnUt fFoAr eNaSsy and conducive access to learning is necessary along with the reinforcement of guidelines and ethics that come along Eizelle Simon Escala Jovi Maniago BA Psychology with the utilization of education contents and materials. ICT plays an important aspect in the success of smart education and if tBhAis SbpeeaepchpClieodmimnucnoiucnatiroiens like the Philippines, there is also From The Breaker to Solo Leveling, these are just a few of the many series from a growing a need to strengthen competencies of learning providers in order to put into practice the advantages of smart education. Nahyeon Kim culture of Korea on comics or manhwa (만화). Currently, manhwa thrives from the rise of Exchange Student (Hannam University) different networks in Korea, like Line and Kakao. Through these networks, they publish different series online for different users locally. The expansion of their coverage to Keywords: education for development, Smart Education, South Korea, smart learning eDnuveirotonmtheentds.eveloping digital age, Hallyu (Korean Wave) has hit a global phenomenon. international audience allowed it to be globally competitive in terms of its reach comparing it Popular Hallyu franchises, which are K-Pop and K-Drama, has impacted other Korean to western comics and manga. Last 2013, the market for manhwa reached up to $42 million popular cultural products, such as beauty, technology, and food, to reach fame abroad as well. USD due to the rise of digital comics market internationally with an 8.8% increase. Moreover, The internet has played a key role on being the vessel of Hallyu where it’s consumed by the fans the dramatization of some manhwas, like Cheese in the Trap, fuelled the rise and excitement abroad. In the Philippines, Hallyu has become a part of the mainstream. This study will be an of its market. Currently, Naver, a multi-platform company that partners with Line, breaks overview of the influence of Hallyu on Filipino fans using Louis Althusser’s Ideological State barriers by announcing the next step to increase their audience by making an animation of the Apparatus. It will aim to answer how does Hallyu influence Filipino Hallyu fans’ perception two most popular titles they have, following the footsteps of Japan with its manga and anime. of South Korea through describing Hallyu as a global phenomenon, its rise as a popular culture This study follows the history of how it started from a print market that avails to the locals, to in the Philippines, the consumption behavior of Filipino Hallyu fans, and their perception of a digital power that showcases to everyone.

2146 2157 6th Philippine Korean Studies Symposium

GS197 UNDERGRADUATE PRESENTATION 1 ANALYSIS ON THE TRANSLATION OF KOREAN DRAMA TO FILIPINO MOON EMBRACING THE SUN: THE FOOD OF FILIPINO SOLDIERS (PEFTOK) IN THE KOREAN WAR A COMPARATIVE STUDY ON NORTH KOREA POLICIES UNDER POST-IMF KOREA Jay-Ar Igno KIM DAE-JUNG AND MOON JAE-IN Raymond Barreno DepaMrtmaxeninteofCLaipniglui istics Department of History University of the Philippines Diliman Marco Angulo BA Speech Communication University of the Philippines Diliman Asian Center Translation activity has a great importance in this modern world and is becoming the interest University of the Philippines Diliman In 1997, South Korea came to an agreement with the International Monetary Fund (IMF) in of not just linguists, but of professionals and young translators, even electronic engineers and The Korean War (1950-1953) was one of the proxy wars during Cold War between the order to address the financial crisis in Asia. It began when Thailand had to face a foreign mathematicians. In this time of globalization, it is very common to have contact with other PcarpeistiadleisnttUKnimitedDSaeta-tjuesnganhdadthbeeseoncidaulibstbSedovtiheet U‘Nneilosno.n1MTahned2e5lathofoAf Jsuian’e, o1n95a0ccmouanrkteodf thhies exchange crisis, which set a chain reaction at an international scale. Korea was severely affected, countries and cultures and this is one good reason why translation studies are very significant pcrroosgsriensgsibveyetfhfoerNttooretahseKtohreetaennsairomnibeestowfetehneN3o8rtthhpanardaSlleoluathndKothreai.nTvhasisioenaronfedSohuimthaKNoorbeeal, with chaebols, or family-run conglomerates, filing bankruptcy for a multitude of reasons. and gaining popularity. Exporting material culture like films, television shows, radio, social PwehaicehPvriiozleatined20th00e,aagnrdeeamseecnutrseupnladceerinGtehneeKraolreOanrdaenrnNalos..D1uarnindgtKhiemP’soptsrdesaimdenDceyc,lpaoralitciioens Unfortunately, this only pushed foreign investors to pull out from Korea. Due to the media and the likes seems to be just one click away. With that, there is the need to explore ibnetrweleaetniotnhteoUtSheanNdotrhthe SwoevrieetaiUmneidonto. 2wAarsdarerecsounlct,iltihateioUnniintetdhNe adtiivoidnesdisspueendinRsueslao,luthtiroonug8h3 companies’ unpaid debts and the government’s lack of funds, this left the state with no other translation and interpretation activities in order to transmit accurate yet entertaining messages dcaifllfienrgenatll UstNratmegeimesbetros toenpgraogveidethasesnis-tNanocrethtoKSoouretha KCohreaairamgainnsKt tihme inJovansgio-inl biynthpeeNacoerftuhl option but overseas for bail. The South Korean government received what was – at that time depending on the diversity of the materials. In this study, translation from Korean language to nKeogroetainasti.o3nAs.sBountedoefspthiteeftohuenpdoinsigtimveemoubtelorsokofotfhKe iUmN’s,CthoemPphrielhipepnisnivees pEanrtgiacgipeamteedntinPoopliecny – the largest ever bailout from the IMF, $58 billion. The bailout came with high costs that were Filipino, a language in the Philippines, is being examined. Since this is a case study, it uses data taonwdahrdeaNteodrthdeKboartesa,amt otrheepUopNulaarnlydkinnowthneaPsthhileip‘SpuineshliengeisPlaotluicrye’,rietgwaarsdsitnilglmtheetwisistuhem. Tixhede reflected by budget cuts for state-led programs, rising unemployment and slow economic from only one teledrama entitled City Hunter which is based on a novel by Tsukasa Hojo of rPehaicltiipopnisn,easnwdasandievvidenedgbreatwteerednivthiseiopnroi’ns athned itnhteearpnrtei’tsa.t4ioInn othfeitesnsdu,ctcheessd.eNbaetveesrtehnedledss,wtihthe growth. Despite it all, Korea managed to defy all expectations and economic projections. In Japan. In the analysis of some data from the original to the dubbed version of this teledrama, sthpeirivtioctfoKryimofDthaeo-sjeuning’sfalveogracPyhhilaispppienresisatsesdis,teasnpceecitaollySoseuetnh iKnotrheea.reAceftnetr apcatisvsiitniegsionf thhies little more than two decades, it has transformed itself into a global superpower. Among certain there were obvious issues on translation that has the need to be discussed In order for us to sCuocncegsrseosrs,atnhdefseelnloawtelaipbeprraolvPedretshideeRnetpMuboloicnAJacet-Ninot.o57re3kkinndolwe ntaalkssthweitPhhtihlieppNinoertMh.iBlituatrwy tilol individuals, however, the shockwaves from the crisis can still be felt in today’s Korea with its understand nuances in the language use as well as with the cultural variations. There is the overt PthreesUidneinttedMNooantiosnims pAlyctfoclrleoawtinthgetfhoeotPstheiplisppoifnheisEpxrpeeddeicteiossnoarr,yoFr oisrchees gtoinKgotroeaa.ttTemheptlatwo inequalities and unstable employment. To pull its citizens along with Korea’s fast-growing use of transposition from Source Text (ST) to Target Text (TT) thus changing some words dauetmhonriszterdattehaessterantdeignygooffhtihseowPhniblirpapnidn?eWbaitltlatlhioisnstcroamtebgaytbteeamppslitcoapbalertiincitphaetceuirnrethnet pUoNlitiscidoe- pace, the state needs to take into account the structural inequality and social stability. from another lexical category. There is also an evident structural shift in such two or more eocfotnhoemKiocrmeainlieWu oafr.thAestawroeKsuoltr,eaths?eTPhhiislippappinereseseeknstttohaen1sw0tehr tBhCesTe,qcuoemstmionosnblyyrpeufettrirnegdstiodea-s sentences can be merged in just one sentence. Other concepts like translation loss, bthye-sFidigehthtienpgoTliecinetshoifnthKeotwreoa.presidents Kim Dae-jung and Moon Jae-in toward North Korea, compensation, adaptation, functional equivalence or communicative translation, calque and in order to make a comparison and then predictions on the future actions of the incumbent KOREA’S FORCED OPENING TO THE WORLD translation shift were used for the data analysis. Towards the end of the research, there is this STohuisthpaKpoerresahnopwrsestihdaetntth.e US government provided strategic preparation and distribution of idea that the translation from the Korean language to Filipino underwent initial translation food and meals for the Filipino soldiers in the Korean War (Philippine Expeditionary Forces Juan Casiño & Andrea Gregorio from Korean language to English thus having more chances of translation loss and structural KineKywoorerad/sP: EKFimTODKae)-tjuonmg,aiMntoaoinntJhaee-fiintn, eNssoratnhdKeonrdeuar,aSnucnesohfintheePsoollidcyie,rMs ionotnhsehbinaettPleos.licy, BA Journalism ambiguity. liberalism This study aims to analyze Korea’s colonial period under Japanese rule, and the effects this has had on the former colony’s efforts towards globalization in the modern age. This review of Korea’s history and political economy provides not only context on why the country exists in its current state, but also reflects on the processes and systems that went into building one of the most competitive economies and most influential cultures of the 21st century. Moreover, this study aims to focus on the roots of South Korea’s economic, cultural and military development, and what this may mean for other developing former colonies throughout Asia.

1282 1293 6th Philippine Korean Studies Symposium

GS197 UNDERGRADUATE PRESENTATION 1 ANALYSIS ON THE TRANSLATION OF KOREAN DRAMA TO FILIPINO MOON EMBRACING THE SUN: THE FOOD OF FILIPINO SOLDIERS (PEFTOK) IN THE KOREAN WAR A COMPARATIVE STUDY ON NORTH KOREA POLICIES UNDER POST-IMF KOREA Jay-Ar Igno KIM DAE-JUNG AND MOON JAE-IN Raymond Barreno DepaMrtmaxeninteofCLaipniglui istics Department of History University of the Philippines Diliman Marco Angulo BA Speech Communication University of the Philippines Diliman Asian Center Translation activity has a great importance in this modern world and is becoming the interest University of the Philippines Diliman In 1997, South Korea came to an agreement with the International Monetary Fund (IMF) in of not just linguists, but of professionals and young translators, even electronic engineers and The Korean War (1950-1953) was one of the proxy wars during Cold War between the order to address the financial crisis in Asia. It began when Thailand had to face a foreign mathematicians. In this time of globalization, it is very common to have contact with other cParpeistiadleisnttUKnimitedDSaeta-tjuesnganhdadthbeeseoncidaulibstbSedovtiheet U‘Nneilosno.n1MTahned2e5lathofoAf Jsuian’e, o1n95a0ccmouanrkteodf thhies exchange crisis, which set a chain reaction at an international scale. Korea was severely affected, countries and cultures and this is one good reason why translation studies are very significant cprroosgsriensgsibveyetfhfoerNttooretahseKtohreetaennsairomnibeestowfetehneN3o8rtthhpanardaSlleoluathndKothreai.nTvhasisioenaronfedSohuimthaKNoorbeeal, with chaebols, or family-run conglomerates, filing bankruptcy for a multitude of reasons. and gaining popularity. Exporting material culture like films, television shows, radio, social wPehaicehPvriiozleatined20th00e,aagnrdeeamseecnutrseupnladceerinGtehneeKraolreOanrdaenrnNalos..D1uarnindgtKhiemP’soptsrdesaimdenDceyc,lpaoralitciioens Unfortunately, this only pushed foreign investors to pull out from Korea. Due to the media and the likes seems to be just one click away. With that, there is the need to explore binetrweleaetniotnhteoUtSheanNdotrhthe SwoevrieetaiUmneidonto. 2wAarsdarerecsounlct,iltihateioUnniintetdhNe adtiivoidnesdisspueendinRsueslao,luthtiroonug8h3 companies’ unpaid debts and the government’s lack of funds, this left the state with no other translation and interpretation activities in order to transmit accurate yet entertaining messages cdaifllfienrgenatll UstNratmegeimesbetros toenpgraogveidethasesnis-tNanocrethtoKSoouretha KCohreaairamgainnsKt tihme inJovansgio-inl biynthpeeNacoerftuhl option but overseas for bail. The South Korean government received what was – at that time depending on the diversity of the materials. In this study, translation from Korean language to Kneogroetainasti.o3nAs.sBountedoefspthiteeftohuenpdoinsigtimveemoubtelorsokofotfhKe iUmN’s,CthoemPphrielhipepnisnivees pEanrtgiacgipeamteedntinPoopliecny – the largest ever bailout from the IMF, $58 billion. The bailout came with high costs that were Filipino, a language in the Philippines, is being examined. Since this is a case study, it uses data atonwdahrdeaNteodrthdeKboartesa,amt otrheepUopNulaarnlydkinnowthneaPsthhileip‘SpuineshliengeisPlaotluicrye’,rietgwaarsdsitnilglmtheetwisistuhem. Tixhede reflected by budget cuts for state-led programs, rising unemployment and slow economic from only one teledrama entitled City Hunter which is based on a novel by Tsukasa Hojo of Prehaicltiipopnisn,easnwdasandievvidenedgbreatwteerednivthiseiopnroi’ns athned itnhteearpnrtei’tsa.t4ioInn othfeitesnsdu,ctcheessd.eNbaetveesrtehnedledss,wtihthe growth. Despite it all, Korea managed to defy all expectations and economic projections. In Japan. In the analysis of some data from the original to the dubbed version of this teledrama, tshpeirivtioctfoKryimofDthaeo-sjeuning’sfalveogracPyhhilaispppienresisatsesdis,teasnpceecitaollySoseuetnh iKnotrheea.reAceftnetr apcatisvsiitniegsionf thhies little more than two decades, it has transformed itself into a global superpower. Among certain there were obvious issues on translation that has the need to be discussed In order for us to Csuocncegsrseosrs,atnhdefseelnloawtelaipbeprraolvPedretshideeRnetpMuboloicnAJacet-Ninot.o57re3kkinndolwe ntaalkssthweitPhhtihlieppNinoertMh.iBlituatrwy tilol individuals, however, the shockwaves from the crisis can still be felt in today’s Korea with its understand nuances in the language use as well as with the cultural variations. There is the overt tPhreesUidneinttedMNooantiosnims pAlyctfoclrleoawtinthgetfhoeotPstheiplisppoifnheisEpxrpeeddeicteiossnoarr,yoFr oisrchees gtoinKgotroeaa.ttTemheptlatwo inequalities and unstable employment. To pull its citizens along with Korea’s fast-growing use of transposition from Source Text (ST) to Target Text (TT) thus changing some words aduetmhonriszterdattehaessterantdeignygooffhtihseowPhniblirpapnidn?eWbaitltlatlhioisnstcroamtebgaytbteeamppslitcoapbalertiincitphaetceuirnrethnet pUoNlitiscidoe- pace, the state needs to take into account the structural inequality and social stability. from another lexical category. There is also an evident structural shift in such two or more oecfotnhoemKiocrmeainlieWu oafr.thAestawroeKsuoltr,eaths?eTPhhiislippappinereseseeknstttohaen1sw0tehr tBhCesTe,qcuoemstmionosnblyyrpeufettrirnegdstiodea-s sentences can be merged in just one sentence. Other concepts like translation loss, tbhye-sFidigehthtienpgoTliecinetshoifnthKeotwreoa.presidents Kim Dae-jung and Moon Jae-in toward North Korea, compensation, adaptation, functional equivalence or communicative translation, calque and in order to make a comparison and then predictions on the future actions of the incumbent KOREA’S FORCED OPENING TO THE WORLD translation shift were used for the data analysis. Towards the end of the research, there is this TSohuisthpaKpoerresahnopwrsestihdaetntth.e US government provided strategic preparation and distribution of idea that the translation from the Korean language to Filipino underwent initial translation food and meals for the Filipino soldiers in the Korean War (Philippine Expeditionary Forces Juan Casiño & Andrea Gregorio from Korean language to English thus having more chances of translation loss and structural iKneKywoorerad/sP: EKFimTODKae)-tjuonmg,aiMntoaoinntJhaee-fiintn, eNssoratnhdKeonrdeuar,aSnucnesohfintheePsoollidcyie,rMs ionotnhsehbinaettPleos.licy, BA Journalism ambiguity. liberalism This study aims to analyze Korea’s colonial period under Japanese rule, and the effects this has had on the former colony’s efforts towards globalization in the modern age. This review of Korea’s history and political economy provides not only context on why the country exists in its current state, but also reflects on the processes and systems that went into building one of the most competitive economies and most influential cultures of the 21st century. Moreover, this study aims to focus on the roots of South Korea’s economic, cultural and military development, and what this may mean for other developing former colonies throughout Asia.

2128 2139 6th Philippine Korean Studies Symposium PARALLEL SESSION D

PHILIPPINE LABOR MIGRATION THE ‘MAKING OF NEW FATHERLAND’: IN THE CONTEXT OF THE NEW SOUTHERN POLICY ANALYZING PRESIDENT MOON JAE-IN’S PEACE STRATEGY IN HIS NARRATIVE PERFORMANCE OF KOREAN REUNIFICATION Roweno Cinco Balai OFW Center for Migration Initiatives Gian Franco College of Arts and Letters University of the Philippines Diliman President Moon Jae-in unveiled his country's New Southern Policy (NSP) during the Indonesia- Korea Business Forum in Jakarta in November 2017. He described it as his Early in his term, South Korean President Moon Jae-in has earned praises and respect from administration's pledge to "dramatically improve cooperative ties with ASEAN achieving a the international community for being a “great negotiator” and “neutral intermediary” of US- community for the people that connects people to people and minds to minds; a community North Korea peace talks. A veteran negotiator himself during the administration of President of peace that can contribute to peace across Asia; and, lastly, a community of co-existence and Roh Moo-hyun, the charismatic leader of South Korea today is determined to pursue an co-prosperity where ASEAN countries could thrive together with reciprocal economic ambitious policy of attaining irrevocable peace in the Korean peninsula by encouraging sincere cooperation." communication and personal affection between US President Donald Trump and North Korean leader Kim Jong-un. At home, Moon uses rhetorical strategy of appealing to shared In concrete terms, the Policy seeks to buttress South Korea's networks within the ASEAN identity and heritage of the two Koreas—earning the trust of the North Korean leader and his community primarily through reinforced economic and diplomatic cooperation; thus, as one willingness to participate in the peace process. of its close partners in the region, it is inevitable that the Philippines would be impacted by the NSP. This is especially true on the matter of labor migration, South Korea being a favored Despite backlash from foreign policy hawks in Washington and Seoul, Moon has remained destination for overseas Filipino workers (OFWs). astute in appeasing North Korean autocracy’s need to save face and maintain legitimacy despite its breakthrough openness to denuclearization. Recently, he declared in one of his senior In this light, this paper seeks to determine as to how the NPS has affected Filipino labor cabinet meetings that communication skill is an imperative to accomplish his administration’s migration to South Korea; moreover, it aims to identify the Policy-induced opportunities and critical objectives in foreign policy. challenges facing the migrant Filipino worker community in the so-called Land of the Morning Calm. As the success of “Moon Diplomacy” remains to be seen, Korea scholars are making their observations about Moon’s next steps and likely challenges from within and outside the KEYWORDS: South Korea, Philippines, New Southern Policy, labor migration, OFWs peninsula. This paper, on the other hand, presents a strategic speech communication-centered approach to actor-specific foreign policy analysis through examination of the South Korean leader’s rhetorical performance of his Korean reunification narrative. The author aims to illuminate on South Korea’s strategic vision of long-term diplomacy by analyzing Moon’s significant speeches and statements on his North Korea policy.

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