Will scream, will spend – all for ‘saranghaeyo!’

The very picture of unrequited love, a K-pop fan stood beside the barricade of a concert ground, desperate for a single glance, a quick touch and the music of that declaration of love: “Saranghaeyo.”

FAN-MADE MERCH Showing off a collection of fan-made merchandise and event giveaways featuring K-pop groups EXO, BTS, SHINee and Seventeen“Fangirling is expensive, but it’s worth it. It’s like having a part of [our idols] with us,” she says. Hallyu’s popularity in the Philippines stemmed from the rivalry of the two giant broadcast networks GMA 7 and ABS-CBN, Igna wrote in his study titled “Beyond the Fad: Understanding Hallyu in the Philippines.”

From the perspective of nonfans, K-pop fandom in the country seems strange: Why consume it when you can’t understand it?Michelle Correa, a Korean specialist and lecturer at the Ateneo de Manila University, points out in an email interview that with the use of the internet, access to Hallyu content is easier.

The music videos were also carefully planned and directed, and have “striking aesthetics” that Filipinos are not used to. HEARTWARMING To show support, K-pop fans hold light sticks and fan project banners with heartwarming messages written in Hangul for their idols during the recent Korean World Music Fest at SM Mall of Asia Arena. —JAM STA. ROSA

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