i This proceedings is a collection of papers presented at the 1st AIKS Conference on Korean Studies: ―Hallyu Mosaic in the Philippines: Framing Perceptions and Praxis‖ held on June 19, 2014 at Escaler Hall, Ateneo de Manila University, Katipunan Ave. Loyola Heights, Quezon City, Philippines. This event was organized by the Ateneo Initiative for Korean Studies (AIKS), in partnership with the Department of Communication and the Department of Modern Languages, Ateneo de Manila University, through the support of the Academy of Korean Studies (Conference Grant AKS-2014-C03). Copyright © 2014 Ateneo de Manila University ALL RIGHTS RESERVED ISSN XXX-XXXX (Printed Publication) ISSN XXX-XXXX (Online/Electronic Publication) 2014 AIKS Conference Organizing Team Patrick Michael Capili Department of Modern Languages, School of Humanities Alona U. Guevarra Department of English, School of Humanities/Ateneo Initiative for Korean Studies (AIKS) Sarah Domingo Lipura Department of Modern Languages, School of Humanities /Ateneo Initiative for Korean Studies (AIKS) Jose Angelo Supangco Department of Communication, School of Social Sciences Publication Team General Editor: Alona U. Guevarra Associate Editor: Sarah Domingo Lipura Book Cover & Logo: Anna Chavez ii CONTENTS MESSAGES Dr. John Paul Vergara vi Vice President for the Loyola Schools Ateneo de Manila University H.E. Hyuk Lee viii Ambassador Extraordinary and Plenipotentiary of the Republic of Korea to the Republic of the Philippines Prof. Jaime Manuel Flores x Department of Communication KEYNOTE PRESENTATION The Globalization of K-pop: Korea‘s 1 Place in the Global Music Industry Oh Ingyu PANELS Panel I: Dissecting the Filipino Content in Hallyu Fandom Formation, Purpose and Gains: An Exploratory study of 25 Hallyu Fanclubs in the Philippines Catherine Deen Painting the Scenario of Filipino Kpop Fan Culture 35 Patrick Michael L. Capili Stagnant Fans and Retired Fans: The Other Side of 48 Hallyu Fandom in thePhilippines Gilbert Jacob Que iii Panel 1 Synthesis 64 Herdy La. Yumul Panel II: Identity and Representation in Film and Television Koreanovelas, Teleseryes, and the ‗Diasporization‘ 67 of the Filipino/the Philippines Louie Jon Sanchez Once Upon a Time: Koreanovelas and the Galleon Trade 69 of the Digital Age Carlo Jejomar Pascual P. Sanchez Reincarnation of the Pinay Subaltern in Foreign Cinema 86 Yu Taeyun Panel 2 Synthesis 98 Mary Jessel Duque Panel III: Gender, Taste and Identity: The Hallyu Connection Creating a Safe Space for Queer Teens?: Some Initial 102 Findings on Queer Teens in Kpop Cover Groups and Fan Community Alona U. Guevarra Starring Kopinos:From Quest of the Korean Dream 120 to the Making of a Hero: Korean films as Commentary to Philippine Life and Issues Helweena Sadorra Hansik and Hallyu: An Analysis of the Filipino 122 Appropriation of Korean Cuisine as a Function of Imagining Korean Culture Arnel Joven iv Panel 3 Synthesis 144 Cherish Aileen Brillon Special Panel: Hallyu Experiences from Southeast Asia Imagining East Asia in Southeast Asia: 148 A Case Study of the Reception of Korean TV Dramas Amongst Thai Viewers Mary Jane Ainslie Asianization, Imagination, Fan Culture and 150 Cultural Capital of the Vietnamese Youth: A Case Study of Kpop Cover Dance Groups In Hanoi Vietnam Phan Thanh Thanh Appendices Profile of Organizing Committee Members 171 Profile of Partner Organizations 174 v MESSAGE Dr. John Paul Vergara Vice President for the Loyola Schools Ateneo de Manila University Good morning, and welcome to the Ateneo de Manila University. I‘d like to thank the Ateneo Initiative for Korean Studies, the Department of Communication, the Department of Modern Languages, and the World Association for Hallyu Studies, for organizing this conference and bringing the discussion on Hallyu to the Ateneo. Like most of you I‘ve observed the different trends in foreign telenovelas, beginning with the Mexican show Marimar in the mid-90s, to the Taiwanese series Meteor Garden in the early 2000s, and on to the long-lasting Korean wave which began in the early to mid-2000s as well. I‘m not sure which were the first Korean dramas to be shown but I do remember ―Jewel in the Palace‖ for all the endless cooking scenes and interesting Korean dishes featured there. To this day the Koreanovelas rule the airwaves, which shows their lasting popularity with Filipinos. I‘ve also observed the Korean influence not only in TV shows but in music, fashion, personal grooming, and food as well. I do agree that the phenomenon of Hallyu in the Philippines is a subject that must be studied in a scholarly way, just as popular culture in any country is always a subject of academic discourse. If the numbers of people watching Koreanovelas, viewing K-Pop videos and concerts, eating at Korean restaurants and buying Korean skincare and cosmetics can be used as a factor in deciding which topics should be written about, then there would no question at all! vi Here at the Ateneo we‘ve been building up to this, and we now have the AIKS, or the Ateneo Initiative for Korean Studies. We hope that interest in Korean Studies grows, not only here in our university, but within the larger academic community as well. I hope that you will find today‘s discussions interesting and enlightening, and that they will inspire you to continue studying this very dynamic, and very colorful area. Have a good day, everyone. vii MESSAGE H.E. Hyuk Lee Ambassador Extraordinary and Plenipotentiary of the Republic of Korea to the Republic of the Philippines Dr. John Paul Vergara, Vice President for Loyola Schools; Dr. Oh Ingyu, Director for General Affairs of the World Association for Hallyu Studies; Esteemed panelists; Officials and faculty members of the Ateneo; Dear students; Ladies and gentlemen: Good morning. I am delighted to be here today and be a part of this conference that will pave the way for a more comprehensive course on Korean Studies. It is a distinct honor to belong to this esteemed institution that has been providing quality education and producing leaders for over 150 years. The fact that experts have converged here is a testament to the growing interest in Hallyu, a subject that is close to my heart. I have often articulated my observation that the Korean Wave is washing into the shores of many countries. However, it has actually reached the Philippines way ahead of the others, which is not surprising considering how bilateral relations between our countries began. viii In large part, the strong bonds that tie our two nations is due to a shared history, which, as most of you know, started with the Korean War and the way the Philippines supported our cause. The bravery and selflessness of what came to be known as the “Fighting Filipinos” contributed to the recovery of the Republic of Korea and its emergence as one of the more successful economies in Asia today. I would venture to say that Hallyu has opened up Korea and allowed the rest of the world to peer into its cultural heart. I am happy to see that the Philippines, in particular, has been very receptive to our brand of art, film, music, fashion, and cuisine. It is interesting, the way Filipinos have embraced our Koreanovelas and K-Pop, so I went to see the Korean all-female band 2NE1 when they performed here last month. It may be self- serving to say, but I think they are really fine entertainers, especially Sandara Park – who now calls herself simply as Dara. It is a tribute to the Philippines that she found and honed her talents right here where she started her career. This conference offers the perfect venue to discover what other factors may be playing a part in the growing interest in Korean culture. With discovery comes a deeper understanding of people’s perceptions. I see only good things coming out of this event. In closing, I would like to thank and congratulate the Ateneo de Manila University, particularly the Ateneo Initiative for Korean Studies, for hosting this conference. I hope those who are in attendance will greatly benefit from today’s discussions. Gamsahamnida! ix MESSAGE Jaime Manuel Flores Department of Communication Ateneo de Manila University Good evening, ladies and gentlemen. I hope everybody had a very fruitful and insightful conference. When Sarah [Domingo Lipura] first approached us about collaborating with them for this conference, I could honestly say that I was very enthused with the idea. After all, it made perfect sense to involve our Department in this conference. Whenever we teach classes in media studies or media theory, or even during informal discussions over lunch, it would seem almost inevitable that it would include discussions on Korean television or film, music, or food. When we talk about issues of globalization, flows of content, and creative expressions of cultural discourse, Korea would always offer a fine example, something that many of our students could definitely relate to. However, when it got to the point where we were asked if some of our faculty were interested in presenting anything, I realized that this was an area that none of us had done any significant work on. I assure you this was not something deliberately ignored from our end—perhaps, this may be attributed to the fact that our awareness on the impact of Korean media was not as extensive as we would hope it to be. This is why I am glad that the Ateneo Initiative for Korean Studies (AIKS) is now here, because finally, we have a group in the University that will continuously push for the significance of Korean scholarship in academia. I hope that your presence in the University would inspire more students, and faculty, to pursue this as an area of research, because as this conference has x already established, the role that Korean Studies plays is something that cannot and should not be ignored.