Korean cultural consumption and perceptions of korea among salvadoran youth

Abstract

This study examines the relationship between the consumption of Korean cultural products and the symbolic perception of Korea as an academic and cultural destination among Salvadoran youth. The research stems from the growing influence of the Korean Wave (Hallyu) in Latin America, particularly in El Salvador, where K-pop, K-dramas, and other cultural expressions are generating new forms of identification and recommendation. The objective was to explore how these cultural experiences affect the intention to recommend Korea as a study or travel destination. A survey was conducted with 158 attendees of the 2025 K-pop World Festival in El Salvador, using a quantitative exploratory approach. The findings reveal a strong correlation between cultural consumption and a positive image of Korea, which influences recommendation behavior. It is concluded that cultural soft power plays a key role in building academic and cultural ties.