南韓影視文化對台灣喜好韓劇迷的生活影響

Abstract

南韓影視文化（韓流）在世界各國的影響力日益增強，特別是在亞洲國家地區。在臺灣也是韓流的重要接受國之一，臺灣消費觀眾族群已深受南韓影視作品的影響。據此，本研究主要探討南韓影視文化對臺灣喜好南韓文化的族群及臺灣影視劇圈的影響，分析其傳播途徑、影響範圍以及對臺灣社會的影響力。南韓影視作品中的時尚元素通過多種媒介傳播至臺灣。南韓電視劇和電影及音樂潮流是主要渠道。南韓偶像團體的影響力成為年輕人追捧的對象，進一步推動了南韓時尚文化在臺灣的流行。再者，南韓影視文化對臺灣時尚產業產生了多方面的影響，包括了服飾引進南韓風格的設計，知名臺灣網紅如：Krystal、William Amy都開班授課，教大家如何到南韓批貨。同時，臺灣美容產業也深受到南韓潮流的影響，韓式彩妝和保養護膚產品在臺灣市場大受歡迎。這種影響也值得讓我們思考，過度模仿南韓時尚可能導致臺灣本土時尚特色的喪失。因此，如何在吸收南韓時尚元素的同時，保持和發揚臺灣自身的時尚特色，成為本研究中探討的課題。本研究旨在探討南韓影視文化如何影響臺灣韓劇劇迷之生活。主要採用質性研究中的半結構式訪談作為主要研究方法，針對不同年齡層之韓劇劇迷進行個案訪談，同時輔以流行文本分析作為佐證。透過對訪談內容的整理與歸納。本研究發現南韓影視文化在情感認同、生活消費與社群互動等層面均產生深遠影響。依據受訪者意見，從南韓影視文化影響臺灣哈韓族潮流的主因為文化接近性，臺灣與南韓文化相類似，易於被大眾所接受。南韓明星對臺灣粉絲的時尚引導發揮了重要的引導功能，南韓偶像效應帶來可觀的經濟效應。南韓影視文化對臺灣觀眾的消費影響涵蓋料理、服裝、妝容、價值觀等多個層面。首先，南韓影視文化對臺灣哈韓族的飲食習慣產生了顯著影響。韓劇中的飲食場景和南韓料理的展示，讓臺灣觀眾對韓式料理產生了濃厚的興趣。其次，南韓的服飾品牌和時尚潮流在臺灣市場上大受歡迎，許多臺灣哈韓族會根據韓劇中的穿搭風格來選擇自己的服飾。這種影響不僅限於日常穿著，還延伸到特殊場合的服裝選擇，例如婚禮、派對等。此外，南韓影視文化對臺灣哈韓族的旅遊選擇也產生了影響。韓劇中的明星擁有完美的外貌和精緻的妝容，這讓臺灣哈韓族對整形和美容產生了濃厚的興趣。南韓影視文化對臺灣哈韓族的生活美學價值觀也有著深遠影響。韓劇中的家庭觀念、愛情觀和社會倫理等價值觀，讓臺灣哈韓族在生活中更加重視家庭和諧、愛情浪漫和社會責任。因此，本研究提出具體建議，如強化文化交流活動、提升在地創作回應策略等，政府應推動台流在地化，振興臺灣品牌，學習南韓時尚產業的創新能力，提升設計水準。重新認識臺灣文化元素，結合南韓流行元素，吸引消費者。支持補助觀光局、文化局等整合資源，強化台流影響力和全球競爭力，增強在地品牌忠誠度，改善臺灣品牌的全球市場競爭力。通過時尚品牌的創新策略，強化臺灣在地品牌的市場地位。The influence of Korean film and television culture, also known as the Korean Wave (Hallyu), is increasingly prominent across the globe, especially in Asian regions. Taiwan has become one of the key recipients of Hallyu, with local audiences deeply influenced by Korean media content. This study focuses on the impact of Korean audiovisual culture on Taiwanese audiences who are enthusiasts of Korean culture and reflects on its influence on Taiwan’s domestic film and television industry. It analyzes the channels of dissemination, the scope of influence, and the broader societal effects in Taiwan.Fashion elements in Korean media are transmitted to Taiwan through various channels. Korean dramas, movies, and music trends serve as the primary conduits for this influence. The influence of Korean idol groups has captured the admiration of young audiences, further propelling the popularity of Korean fashion culture in Taiwan. Moreover, Korean audiovisual culture has influenced Taiwan’s fashion industry in multiple ways, such as the incorporation of Korean-style designs in clothing. Prominent Taiwanese influencers, such as Krystal and William Amy, have even organized workshops teaching how to source merchandise from Korea. At the same time, Taiwan’s beauty industry has been deeply impacted by Korean trends—K-beauty products and skincare items enjoy widespread popularity in the Taiwanese market.This phenomenon invites reflection: the excessive imitation of Korean fashion could lead to the erosion of Taiwan’s unique fashion identity. Therefore, a key topic explored in this research is how Taiwan can absorb Korean fashion influences while preserving and enhancing its own distinctive fashion characteristics.This study aimed to explore how Korean film and television culture influences the lives of Taiwanese fans of Korean dramas. It adopts qualitative research methods, primarily through in-depth interviews with Korean drama enthusiasts across different age groups, supplemented by content analysis to support findings. Interview data were organized, analyzed, and categorized to derive insights.The study reveals that Korean media culture has had a profound impact on emotional identification, consumption behavior, and social interaction among Taiwanese fans. According to interviewees, the primary reason Korean culture resonates with Taiwanese audiences is cultural proximity—Taiwanese and Korean cultures share many similarities, making Korean content easily relatable. Korean celebrities have played a significant role in shaping the fashion preferences of Taiwanese fans, and the idol effect has brought substantial economic benefits. Korean media influences cover multiple aspects of Taiwanese consumer behavior, including cuisines, clothing style, make-up style, and values.Firstly, Korean audiovisual culture has significantly influenced the habits of Taiwanese fans. Scenes featuring Korean cuisine in dramas have sparked a strong interest in Korean food among Taiwanese viewers. Secondly, Korean fashion brands and trends have become highly popular in the Taiwanese market, with many fans choosing their outfits based on styles seen in Korean dramas. This influence extends beyond everyday wear to include attire for special occasions such as weddings and parties. Additionally, Korean media has influenced Taiwanese fans’ travel preferences. The flawless appearances and refined makeup of Korean stars have led to a heightened interest in cosmetic surgery and beauty treatments among local fans. Korean dramas have also shaped the aesthetic values of Taiwanese fans, emphasizing family harmony, romantic love, and social responsibility.In response, this research proposes concrete recommendations such as strengthening cultural exchange programs and enhancing strategies for local creative content. The government should promote the localization of Taiwan's own cultural wave (Tai-liu), revitalize Taiwanese brands, and learn from Korea’s innovation in the fashion industry to improve local design standards. Reinterpreting Taiwanese cultural elements and blending them with Korean pop culture can help attract consumers. Additionally, integrating resources across government bodies such as the Tourism Bureau and Cultural Affairs Bureau can bolster Taiwan’s cultural impact and global competitiveness. Supporting local brand loyalty and market position through innovative fashion branding strategies is key to improving Taiwan’s presence in the global market.Keywords: South Korean Audiovisual Culture, Korean Dramas, Taiwanese Drama Fan