The Phenomenon of Youthfulness in the Export of Korean Wave

Culture

Ziyou Li

College of Movie and Media, Sichuan Normal University, Chengdu, Sichuan, China

Keywords: Youthfulness, Popular Culture, Globalization, Korean Wave.

Abstract: The spread of Korean Wave culture has attracted widespread attention. During the process, the phenomenon

of youthfulness needs paying attention to. This article will talk about what the phenomenon of youthfulness

is, the cause and impacts of it, and how to deal with the problems caused by it. The research has found that

the phenomenon of youthfulness is mainly reflected in three aspects: the age, the style, and the development

pattern of idols. Its causes are closely related to the expansion of the Korean entertainment market and the

saturation of idol groups. The research has shown that this phenomenon has a profound impact on the personal

development of idols, fan groups, and social culture, and requires joint efforts from various aspects such as

the regulations of the industry, the appropriate conduct of the companies, and the supervision from the public

and the media.

1 INTRODUCTION

With the increasing integration of the global

economy, policies, and cultures, emerging global

cultures can be regarded as the products of the

continuous advancement of globalization

(Moskowitz, 2009). In the context of globalization,

the cross-cultural spread of popular culture has

become an important area of cultural research.

Studies show that the Korean Wave culture has

spread globally through forms like music, TV dramas,

movies, and variety shows. Its unique dissemination

strategies and influencing factors have made it a

crucial part of global popular culture (Jian, 2024;

Wang, 2020).

In recent years, the Korean Wave culture has

spread rapidly around the world and become a

significant cultural phenomenon. Notably, the

phenomenon of targeting a younger audience in the

export of Korean Wave culture stands out.

The adolescence of idols means that the age at

which idols debut is gradually getting lower, and

there are even underage idols. This phenomenon is

especially prominent in the Korean Wave culture.

Many members of idol groups start receiving

professional training during their teenage years or

even childhood, and officially debut in their early

teens. The phenomenon of youthfulness of idols in K-

pop is particularly striking.

The phenomenon of youthfulness is not only

related to the age, style, and nurturing model of idols,

but also closely tied to the expansion of the Korean

entertainment market and the saturation of idol

groups. This phenomenon impacts not only the

individual development of idols but also has far-

reaching effects on fan communities and social

culture.

The phenomenon of youthfulness in the export of

Korean Wave culture has emerged as a significant

topic in global popular culture research. Some

scholars have thoroughly explored the phenomenon

of Korean child idols, pointing out that this

phenomenon is the outcome of the convergence

between the K-pop industry and the internet celebrity

industry. Entertainment companies, as revealed, turn

children into "younger versions" of K-pop idols

through in-house training systems, and carefully

shape their social media images with the help of

influencer agencies and parents (Lee, 2024). Quite a

few researchers have also analyzed the causes of the

low-age trend among media idol groups, indicating

that the development of the fan economy is a major

driving force behind the younger age of idols (Li,

2019). However, current research in this area is scarce

and mainly focuses on aspects such as media

dissemination.

This study aims to explore the phenomenon of

Li, Z.

The Phenomenon of Youthfulness in the Export of Korean Wave Culture.

DOI: 10.5220/0013997200004916

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on Public Relations and Media Communication (PRMC 2025), pages 619-624

ISBN: 978-989-758-778-8

619

idol youthfulness in the export of Korean Wave

culture from a cross-cultural perspective. Drawing on

sociology, communication theories, as well as the

concepts of globalization and localization of popular

culture, it deeply analyzes the causes of idol

youthfulness and its long-term effects on minors and

fan groups. The study also delves into the

dissemination mechanisms of Korean Wave culture

within different cultural contexts, uncovering its

cross-cultural communication strategies and impact

mechanisms in the era of globalization. Moreover,

based on these findings, this study will put forward

practical policy suggestions for protecting the rights

and interests of underage idols, thus promoting the

healthy and sustainable development of Korean Wave

culture.

2 RESEARCH METHODS AND

DATA COLLECTION

This study uses a combination of questionnaire

surveys, in-depth interviews, and content analysis to

comprehensively analyze the youthfulness

phenomenon in the export of Korean Wave culture.

2.1 Questionnaire

The study was carried out with the Korean pop idols'

fan group as the main audience and designed

questions around the phenomenon, causes, and

impacts of the youthfulness of Korean pop idols. The

aim is to obtain feedback on the youthfulness

phenomenon from fan groups with different levels of

attention to Korean entertainment through the survey

results.

The questionnaire was distributed via social

media channels and 200 valid questionnaires were

collected. This questionnaire includes respondents of

different age groups and genders, providing a diverse

data foundation for the study. Therefore, the sample

selection for this survey is somewhat objective and is

of great significance for data organization and

analysis.

2.2 In-Depth Interview

Based on the data and the way that questions were

represented in the questionnaire, this study selected

four group representatives for interviews.

Representatives include Korean entertainment fans,

especially underage fans, and their parents. Based on

the opinions of different groups on the youthfulness

of Korean pop idols, this research designed relevant

open-ended questions and communicated with each

interviewee for about half an hour online to

understand their perception and views on the

youthfulness of Korean pop idols.

The interview outline is designed based on the

cultural cycle theory and adjusted according to the

actual situation. It adopts a semi-structured interview

approach, encouraging interviewees to share more

information. At the same time, it also provides

important reference for enriching and improving

research conclusions, as well as for subsequent

strategy formulation and practical application.

In addition, in terms of collecting relevant

information, this study has obtained many relevant

reports, comments, and data reports through some

mainstream domestic websites (such as People's

Daily Online, CNKI, etc.) and streaming media (such

as BiliBili, etc.).

3 THE MANIFESTATION OF

YOUTHFULNESS

PHENOMENON

In the commercial operation of the Korean Wave, the

media image of idols is often influenced by economic

marketing needs, exhibiting tendencies such as

"exaggeration" and "illusion" (Bao, 2023). Young

idols, who are continuously produced by the market,

are particularly vulnerable to these effects. This

phenomenon not only has the potential to misguide

fan communities and trigger negative social

repercussions but also damage the reputation of idols

themselves and their affiliated companies.

3.1 Youthfulness in Terms of Age

The most direct manifestation of youthfulness in the

export of Korean Wave culture is the continuous

decrease in the debut age of idols. The universality of

young idols has made them a "cultural symbol" in the

global market. Teenagers have a natural affinity that

can transcend cultural differences, and their

appearance, vitality, and youthful traits are more

easily accepted by the global teenage community.

This global standardization strategy quickly spreads

globally through digital platforms, forming a "viral

spread" (Lee, 2024).

According to the survey, more than half of the

respondents believe that the trend of youthfulness

among Korean entertainment idols is obvious, while

the rest also expressed some awareness of it. This

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phenomenon is not only becoming increasingly

common in South Korea, but also emerged as a trend

in the export of Korean Wave culture. Many overseas

fans have gradually become accustomed to younger

idol images. An interviewee mentioned, "Now the

four major entertainment companies are in a rush, and

the age limit for trainees is getting lower--some are

under 18, and some are even under 15".

3.2 Youthfulness in Terms of Style

The youthfulness of style is mainly reflected in the

stage performances and image-shaping of idols.

The media image of idols should convey positive

values and behavioral norms (Bao, 2023). For young

idols, it is essential to convey a sense of youthfulness

and adolescent charm that aligns with their age, as

well as positive values and energy. At the same time,

excessive emphasis on appearance and packaging

should be avoided, with a focus on the true display of

talent and individuality. Although the average age of

some active idols has already reached 18, companies,

in pursuit of aesthetic trends and to meet market

demands, often push idols to present an exaggerated

or unusual media image in variety shows or music

videos.

In the music video of a Korean girl group,

members often appear in a youthful image, wearing

pink and white puffy dresses, paired with lace

headscarves and white socks, creating a "youthful"

visual effect. This style deliberately emphasizes the

innocence and fragility of young girls and even

pushes the members' images towards "childishness"

and "pettiness" through light, shadow, and camera

language.

The "pale, young and slim" style is not an isolated

phenomenon but is rooted in the psychological

concept of "infant schema" in East Asian culture.

People's positive reactions to the infant-like features,

such as affection and protective desires, are utilized

by the entertainment industry as a commercial

aesthetic strategy, attracting fans' emotional

projection through the image of childishness.

From a global perspective, music videos with a

childlike style have attracted the attention of fans

worldwide through streaming media platforms such

as TikTok and YouTube. The youthful characteristic

of this style possesses a cross-cultural universality,

enabling it to quickly resonate with teenagers.

However, this dissemination also brings the risk of

cultural homogenization, which may lead to the

singularity of idol images and market saturation. This

style also reflects the self-deprecation of women

under the influence of consumerism, limiting the

definition of "beauty" to a sense of childishness and

exacerbating the singularity of aesthetics. This trend

may lead to a decrease in innovation in Korean Wave

culture.

3.3 Youthfulness of Trainees

The hybridization theory of popular culture

emphasizes that in the context of globalization,

culture is no longer single or homogeneous, but

integrates and interacts with multiple cultural

elements. The phenomenon of youthfulness in the

export of Korean Wave culture is a concrete

manifestation of this cultural hybridization. The core

of the cultivation model is to emphasize the full

participation of fans in the idol's growth process, from

idol selection and training to career development after

debut, fans always play an essential role.

The trainee system of Korean entertainment

companies is a typical representative of this

phenomenon. The company has introduced the

cultivation model of the Japanese entertainment

industry and combined it with the advantages of the

Korean entertainment industry to create a unique

cultivation idol culture. Through the company's art

and cultural education, trainees gradually become

mature idols by learning how to adopt specific facial

expressions and behavioral styles (Han, 2018).

Entertainment companies transform the

"plasticity" of young idols into market advantages.

According to a survey, nearly 85% of respondents

believe that the main reason why Korean

entertainment companies launch young idols is to

"explore and cultivate potential new talents, establish

long-term cooperation, and meet fans' love for the

cultivation system."

However, this model also brings many problems.

Entertainment companies are constantly recruiting

young trainees and paying more attention to their

youthfulness, resulting in a shortened debut period for

trainees. Young idols feel pressured physically and

mentally during high-intensity training and work, and

fans form a high degree of emotional connection and

consumption motivation through their deep

participation in the idol's growth process, indirectly

guiding the lowering ages of fan culture, thus

affecting fans' values and behavior patterns.

The Phenomenon of Youthfulness in the Export of Korean Wave Culture

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4 THE CAUSES OF

YOUTHFULNESS

PHENOMENON

The causes of the youthfulness of Korean

entertainment idols can be analyzed from multiple

aspects.

Firstly, the phenomenon of youthfulness in the

export of Korean Wave culture is to some extent

caused by market saturation. The Korean Wave

culture has been spreading to other Asian countries

since 1997 under the promotion of the South Korean

government. At that time, it was the period of

economic liberalization in countries such as China,

and until the early 21st century, the Korean Wave was

mainly popular in Asia. However, it gradually

penetrated the global market in 2010. However, it

gradually penetrated the global market in 2010. With

the local culture, including popular culture and digital

technology, the main dimensions of Korean Wave

culture have undergone significant changes,

becoming one of the most extensive non-Western

cultural products. Korean Wave culture quickly

entered the field of vision of these countries by taking

this opportunity (Jin, 2007).

In the process of propagation, due to the

saturation of the market, entertainment companies

must constantly innovate to ensure that their

industries can develop in the reverse propagation of

pop culture globalization. The expansion of the global

youth consumption market is the direct driving force

for youthfulness. Young people have a stronger sense

of identification and immersion in their peers' idols.

The entertainment industry accurately captures this

demand through the novelty and plasticity of young

idols and accelerates this trend through the global

dissemination of digital platforms.

Furthermore, the cultivation mode of Korean

Wave idols significantly contributes to the

youthfulness of idols. The cultivation system of

Korean Wave idols includes trainee system and

management company operation mode. Management

companies extend the career lifespan of idols by

nurturing and packaging them from a young age.

From an economic perspective, the long-term

cultivation costs of young idols are lower, and the

trainee system in the form of "raising" can enhance

the loyalty of fans and form a stable consumer group.

The Korean Wave, led by Korean pop music, has

expanded from its original scope to the United States,

Europe, and Russia, with its influence continuing to

grow (Cho, 2019). In research on the Korean Wave,

some scholars believe that it is another type of

hybridization of popular culture, originating from the

dominant mode of cultural flows in developed

countries (Kim, 2018). During its dissemination, it

integrates Western popular culture (such as hip-hop

and electronic music) with traditional aesthetics in

certain regions of East Asia (such as the "pale,

youthful, and slim" image), forming a unique

hybridization phenomenon. By combining the

standardized production of the Western entertainment

industry with East Asian aesthetic preferences, a

distinctive idol production mechanism has been

formed to meet the global market's demand for

novelty and youthfulness.

In addition, the cross-cultural dissemination of

Korean Wave culture has a profound impact on the

youthfulness of idols. The spread and integration of

the Korean Wave across different cultural

backgrounds have promoted the development of idol

youthfulness, and the influence of Korean Wave

culture on the global cultural market has laid a market

foundation for idol youthfulness. The success of the

Korean Wave in the European and American markets

has attracted a large number of international fans.

Younger idols, with their unique charm and novelty,

are more likely to gain market recognition, reflecting

the convergence of cultural consumption in the

context of globalization.

5 THE MULTIDIMENSIONAL

IMPACT OF THE

PHENOMENON OF IDOL

YOUTHFULNESS

The phenomenon of idol youthfulness in the export of

Korean Wave culture has not only had a profound

impact on the personal development of idols, fan

groups, and social culture, but also triggered many

ethical dilemmas and industrial conflicts.

5.1 The Impact on the Personal

Development of Idols

The phenomenon of youthfulness in the export of

Korean Wave culture has had a significant impact on

individual idols. Due to the uncertainty of their

careers, economic instability, and relentless pressure

from constant evaluations, young trainees face issues

such as physical and mental exhaustion and a lack of

education amidst high-intensity training and work

schedules, as they are prioritized to receive

"professional training" (Lee, 2024). This not only

puts stress on the idols' physical and mental health but

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may also affect their long-term development.

The average level of cultural quality and stage

strength of young idols is gradually declining.

According to the award results of the Mnet Asian

Music Awards in the past two years, emerging idol

groups have not achieved the level of success

corresponding to their popularity, but rather,

experienced groups from the Korean entertainment

industry continue to receive honors.

The survey results show that most people believe

that the phenomenon of youthfulness can cause

negative impacts on the individuals

themselves. These include "significant psychological

pressure, affecting physical and mental health", as

well as "disrupting academic performance, leading to

insufficient knowledge reserves. Respondents also

stated that "early exposure to the entertainment

industry can foster utilitarian psychology", and the

potential risks to their personal development cannot

be ignored.

5.2 The Impact on Group Aesthetics

Idols, as a significant component of the entertainment

industry, establish strong sub-social relationships

with their fans, which affects the attitudes and

behaviors of fans to some extent (Ilhan F, 2024).

Based on this, the phenomenon of idols' youthfulness

may raise concerns about the group aesthetic

orientation and have an impact on social values.

Moreover, the cultivation mode of young idols

may also trigger competition and comparison among

fans, shifting the focus away from talent and towards

the age and appearance of the idols. Data collected

from the survey indicates a predominant belief that

"idol youthfulness" leads to fans' aesthetic deviation

and promotes the pursuit of images that are

inappropriate for their age. Therefore, over-reliance

on youthfulness templates not only affects aesthetic

alienation but may also lead to repetitive creations,

further weakening cultural diversity and sparking

debates over "aesthetic fatigue".

This phenomenon not only affects the long-term

attractiveness of Korean Wave culture but may also

negatively impact on the diversity of global youth

culture. This aesthetic trend may decrease the

innovation of Korean Wave culture, further

influencing its competitiveness in the global market.

5.3 The Impact on the Social

Entertainment and Cultural

Industry

On the one hand, the emergence of young idols has

invigorated the dissemination of Korean Wave

culture and promoted the globalization of popular

culture. Respondents noted, "The long-term impact is

positive. It will still be energetic and interesting in the

next generations."

On the other hand, based on the sub-social

relationships established between idols and fans, the

phenomenon of idols' youthfulness may raise

concerns about the consumption of "underage

culture" in society and have an impact on social

values.

Furthermore, the surge of young idols could lead

to vicious competition within the industry, a decrease

of idols, cultural differences in regional markets, and

a reverse effect on the dissemination of Korean Wave

culture due to policy restrictions. This phenomenon

not only affects the acceptance of Korean Wave

culture in the Asian market but also poses challenges

to the sustainable development of the entertainment

industry, ultimately impacting the sustainable

development of Korean Wave culture.

6 CONCLUSION

This study focuses on the phenomenon of idol

youthfulness in the export of Korean Wave culture,

reveals its causes, and analyzes its profound impact

on the personal development of idols, fan groups, and

social culture.

The research reveals that the youthfulness of

Korean Wave idols is manifested by a decrease in

debut age, the maturity of stage styles, and the risks

of cultural homogenization and market saturation

caused by the idol training mode. The contributing

factors include the expansion of the Korean

entertainment market, saturation of idol groups, and

the promotion of cross-cultural communication. The

study fills the gaps in existing research regarding

cross-cultural depth and the protection of underage

idols' rights. It argues that this phenomenon imposes

physical, mental, and academic pressure on the

personal development of idols, causes aesthetic

deviation and mental health problems to fan groups,

and may lead to vicious competition in the industry

and damage to cultural sustainability in social culture.

Based on this, entertainment agencies and

relevant institutions should establish and strengthen

policies and regulations to protect underage idols,

ensuring their physical and mental health and normal

education. The Korean Wave industry should

emphasize cultural diversity and innovation in its

dissemination, and avoid excessive

commercialization in the cultivation of young idols.

The Phenomenon of Youthfulness in the Export of Korean Wave Culture

623

Simultaneously, efforts should be made to educate

fans and adolescents, guiding them to establish

correct values and aesthetic standards, while

enhancing media literacy. This study provides a new

perspective for understanding the mechanism of

Korean Wave culture dissemination, as well as

theoretical support and policy recommendations for

the development of related fields.

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