Abstract

The Korean Wave (Hallyu) has significantly influenced female audiences in Japan. While in the early 2000s the main audience of this cultural phenomenon consisted of middle-aged women, it has recently shifted toward a younger demographic. This study explores how Hallyu has been perceived by and has influenced young Japanese women, particularly in their decisions to study or live in Korea. Through semi-structured interviews with ten Japanese women, findings reveal that early interest in K-pop, amplified by Korean dramas and social media, fosters a positive image of Korea and a strong emotional connection. This connection not only deepens their enjoyment of Korean media but also motivates some to experience life in Korea, with some hoping to meet a Korean partner. Participants’ exposure to Hallyu across its generational phases—from the early wave to more recent, digitally mediated forms—further strengthens their connection, prompting significant life choices. These findings suggest broader implications for Korea-Japan relations in the contemporary era of Hallyu.