THE ROLE OF K-POP CULTURE AS A MOTIVATOR IN THE ACADEMIC STUDY OF KOREAN PHILOLOGY

In recent decades, the rapid global expansion of Korean popular culture, commonly referred to as the Korean Wave or Hallyu, has significantly influenced cultural consumption patterns and educational interests around the world. Among the most influential components of the Korean Wave is K-pop music, which has gained remarkable popularity among young people across diverse cultural contexts. This article examines the role of K-pop culture as a motivating factor in the academic study of Korean philology. The study explores how exposure to Korean pop music, idol culture, and related media encourages learners to develop interest in the Korean language, literature, and cultural studies. Using theoretical analysis and comparative perspectives from language education research, the article analyzes the ways in which popular culture can function as a pedagogical tool that enhances language acquisition and intercultural competence. The research highlights that K-pop fandom communities, online platforms, and multimedia content contribute to increased motivation among students pursuing Korean philology programs in universities worldwide. Furthermore, the article discusses the potential benefits and challenges of integrating K-pop related materials into formal academic curricula. The findings indicate that while popular culture can serve as a powerful motivational mechanism, it should be used in a balanced manner alongside traditional philological methods to ensure the development of comprehensive linguistic and cultural competence. The study concludes that K-pop culture has become an influential gateway through which global youth engage with Korean language and philological studies, thereby contributing to the internationalization of Korean humanities education.