The Impact of the Korean Wave on Korean Food Consumption of Thai Consumers


  • Pithoon Thanabordeekij -
  • Benjapon Prommawin Faculty of Economics, Chiiangmai University
  • Teeritsara Laungsan Faculty of Economics, Chiiangmai University
  • Ananya Klinhom Faculty of Economics, Chiiangmai University


Korean Wave, Korean Food, Hallya, Consumption Behavior


As a result of globalization and rapid growth in technological progress over the past decades, Korean cultures have received much attention and expanded globally. “Hallyu” or “Korean Wave” has generated a soft power in Korea mainly through entertainment media, arts, fashion, language, and food. Among these, Korean food usually displayed and provoked by Korean dramas are among the most prominent ones that directly affected Thai consumers. This paper examines how the Korean Wave impacts Korean food consumption in Thailand. Our objectives are to study how the Korean Wave has influenced the Korean food consumption of Thai consumers and to provide useful empirical evidence for businesses so that the right consumer groups can be targeted. We collected primary survey data of Thai consumers in Chiang Mai and employed an Ordinary Least Squares (OLS) method to estimate the impact of the Korean Wave.


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How to Cite

Thanabordeekij, P., Prommawin, B. ., Laungsan, T., & Klinhom, A. . (2022). The Impact of the Korean Wave on Korean Food Consumption of Thai Consumers. Journal of ASEAN PLUS Studies, 3(2), 48–59. Retrieved from