Wong Hoi Kei (Jessica) is a multilingual Communications and Events professional from Malaysia with expertise in corporate communications, creative content, event management, public speaking, and multimedia storytelling. She holds a Bachelor’s degree in Professional Communication (Hons) from Universiti Malaya-Wales, graduating with a CGPA of 3.91. With experience spanning marketing communications, international event coordination, creative production, and journalism, she has worked with organizations including Sunway Velocity Mall and The Star Malaysia. She is passionate about creative arts, film, music, and impactful storytelling.

Perceived Appeals and Influences of K-Drama among Malaysian Youths                                                                                                                                                                                                               Abstract: The widespread popularity of Korean dramas (K-dramas) among Malaysian youths raises pertinent questions about their cultural and social implications. This research investigates the perceived appeals and impacts of K-dramas on the values, attitudes, and behaviours of Malaysian youths aged 18 to 24. As K dramas transcend linguistic and cultural barriers, their influence on lifestyle choices and media consumption patterns becomes a subject of growing significance. Employing a qualitative approach and grounded by Cultivation Theory, this study utilized the diary method and semi-structured interviews to gather in-depth insights from five participants. The diary method allowed participants to document their daily interactions and reflections on K-dramas, while interviews provided nuanced perspectives on their emotional and cognitive responses. This dual-method strategy facilitated a comprehensive exploration of the multifaceted ways in which K-dramas resonate with and influence their audience. The findings revealed that K-dramas appeal to Malaysian youths due to their relatable storytelling, strong character development, and cultural aesthetics, which evoke a sense of escapism and emotional connection. Moreover, participants reported adopting certain values portrayed in K-dramas, such as resilience, family bonds, and romantic ideals, while also reflecting critically on the unrealistic expectations they may propagate. This research underscores the potential of K-dramas to shape societal attitudes and foster cross cultural appreciation, presenting an opportunity for media creators and educators to leverage this medium for promoting constructive values. Additionally, it highlights the need for media literacy initiatives to encourage a balanced and health-conscious approach to consuming such content. By addressing both the positive and critical aspects of K-dramas’ impact, this study contributes to the growing discourse on their role in shaping the lifestyles and perceptions of Malaysian youths. It serves as a valuable resource for fostering media awareness and empowering young audiences in their engagement with globalized media.  Keywords: Korean Dramas (K-dramas), Malaysian Youths, Media Consumption, Cultivation Theory, Media Awareness