REGIONAL FASHION AND HALLYU: EXPLORING THE INFLUENCE AND RISE OF K-FASHION IN SINGAPORE

Abstract

The Korean Wave or Hallyu is a term coined by the Chinese media in the 1990s to refer to the rising popularity of Korean cultural products in China. Hallyu has expanded across Asia with K-fashion being its latest cultural product. Scholars have attempted to account for Hallyu’s popularity by arguing that Hallyu is not overly sexualized and the cultural proximity between Korea and its neighbors. Singapore has been one of the first few recipients of Hallyu and represents a new form of consumer – “trans-pop-consumers”. Arguments have been made that Singapore youth consumers preferred fashion that allowed them to express their individuality and desire for freedom but were still selective in their fashion consumption due to their social and cultural affiliations and identifications. A qualitative survey and semi-structured interviews were used to establish the currency of K-fashion in Singapore. It was found that there is a high level of awareness on K-fashion among Singapore youth consumers. Through the interviews, a working definition of K-fashion was generated and 3 factors that explains K-fashion’s uptake in Singapore is articulated.