Research Motivation and Objective

This study seeks to examine the influence of Hallyu on Vietnamese students’ motivation to learn Korean, using data from 4,690 students at Van Hien University. As Korean culture has become increasingly popular in Vietnam through K-pop, cuisine, fashion, and dramas, this research aims to explore how these cultural elements shape language learning decisions. Drawing on Cultural Capital and Cultural Consumerism theories, the study investigates how cultural engagement motivates linguistic pursuit beyond academic obligation. By employing a mixed-methods approach, including surveys and indepth interviews, the research provides a comprehensive analysis of students’ perceptions and behaviors. The findings offer valuable insights into the socio- cultural dynamics behind Korean language acquisition in Vietnam, thereby contributing to broader discussions on soft power, education, and cultural diplomacy in the context of globalization.

Literature Review

The growing influence of Hallyu (the Korean Wave) has sparked significant academic interest in its impact on cultural consumption and language learning. Several scholars have explored how Hallyu affects youth motivation to study Korean. Phan (2024) showed that K-pop and Korean dramas positively influence Vietnamese students’ interest in the Korean language. Hà (2023) argued that Hallyu functions not merely as entertainment but as a soft power tool that encourages deeper cultural engagement through language acquisition. These studies align with Bourdieu’s (1986) theory of cultural capital, where knowledge of Korean language and culture is seen as an asset that enhances one’s social mobility. Furthermore, cultural consumerism theory emphasizes how youth consume cultural products not only for leisure but to construct identity (Baudrillard, 1970; Hall, 1997). Korean fashion, cuisine, and beauty trends are no longer passive media content but actively shape the tastes and aspirations of young learners. Nguyễn (2021) found that Vietnamese students often view Korean language proficiency as a means to access better jobs, particularly in Korean companies operating in Vietnam. This confirms that Hallyu contributes to both symbolic and economic capital accumulation. However, existing research often emphasizes music and television as primary factors, overlooking the impact of culinary and aesthetic experiences. The present study addresses this gap by examining Korean cuisine and beauty culture as equally influential domains. It also applies a mixed-methods approach to offer a more nuanced understanding. By integrating cultural capital theory and consumerism theory, this study contributes to a more comprehensive understanding of how Hallyu motivates language learning in the Vietnamese context.

Research Methodology

This study investigates the impact of Hallyu on Korean language learning motivation among Vietnamese youth, focusing on undergraduate students at Van Hien University. Data collection was conducted between September and November 2023, utilizing a mixed-methods approach combining quantitative surveys and qualitative interviews. The initial sample included 4,690 students across various academic majors. After removing incomplete responses and ensuring adequate representation across disciplines and genders, the final sample size remained at 4,690 for the survey and 248 students for semi structured interviews. The research instrument consisted of a structured questionnaire employing a five-point Likert scale to measure attitudes toward Korean cultural elements (K-pop, films, cuisine, and fashion) and their influence on language learning motivation. Qualitative data were collected through focus group interviews, organized into ten groups with 5–7 students each. The interview questions explored deeper motivations, consumption behaviors, and cultural perceptions related to Hallyu. Quantitative data were analyzed using SPSS for Windows, employing reliability testing (Cronbach’s Alpha) and Exploratory Factor Analysis (EFA) to validate constructs. For the qualitative phase, a thematic analysis approach was applied to identify recurring patterns and key narratives. The findings were triangulated to enhance validity and offer a multidimensional understanding of the phenomenon. The study draws on Bourdieu’s (1986) theory of cultural capital and the Theory of Cultural Consumerism (Baudrillard, 1970; Hall, 1997), providing a dual-theoretical lens for analysis. This framework allows the research to capture not only the socioeconomic value of learning Korean but also the symbolic meaning embedded in cultural consumption.

Research Results

The results of this study reveal notable patterns regarding the influence of Hallyu on students’ motivation to learn Korean. Across both quantitative and qualitative data, Korean fashion and cuisine consistently emerged as the strongest motivators. Over 78% of students rated these elements as “very helpful” or “fairly helpful” in stimulating their interest in the Korean language. Meanwhile, K-pop and Korean dramas also showed positive effects, but with slightly lower influence scores (Phan, 2024). These findings were consistent across student groups, regardless of academic major or gender. Additionally, institutional factors such as employment prospects and social media exposure were strongly associated with increased motivation. Interview data confirmed that students view Korean language proficiency not only as a cultural engagement tool but also as an economic asset, especially when seeking jobs in Korean-related sectors. These results align with Bourdieu’s theory of cultural capital and confirm that cultural consumption can drive language learning as both symbolic and practical investment (Bourdieu, 1986; Hà, 2023).

Discussions and Recommendations

This study employs a mixed-methods approach to examine how Hallyu influences Vietnamese students’ motivation to learn Korean, providing both theoretical and practical implications. The findings reveal that fashion and cuisine have the most substantial impact, followed by K-pop and films. While prior research often emphasized music and television (Hà, 2023; Phan, 2024), this study shows that aesthetic and lifestyle elements such as Korean beauty standards and food culture have a more immediate and tangible effect on language learning motivation. From the perspective of Bourdieu’s (1986) cultural capital theory, students view Korean language acquisition not only as a means of cultural participation but also as a strategy to enhance employability and social mobility. Moreover, the study confirms the relevance of cultural consumerism theory (Baudrillard, 1970; Hall, 1997), highlighting how cultural consumption shapes identity and learning choices. Despite the popularity of Hallyu, the results indicate that not all students are equally influenced; factors such as field of study, social media exposure, and economic aspirations mediate their engagement with Korean culture. Therefore, it is recommended that Korean language programs integrate more culturally relevant content—such as K-beauty workshops, Korean food days, and fashion analysis sessions— to increase student engagement. In addition, universities should collaborate with Korean enterprises to organize internships or career talks that help students understand how Korean language skills can translate into real career opportunities. Finally, further research is needed to explore how regional, socioeconomic, or generational differences affect students’ cultural preferences and language learning decisions, particularly in comparison with other Southeast Asian contexts. By addressing these recommendations, educators and policymakers can design more effective Korean language curricula and cultural outreach programs tailored to the needs and motivations of today’s learners.