DO STREAMING A MESA: A INFLUÊNCIA DE DORAMAS NA POPULARIZAÇÃO DA GASTRONOMIA SUL-COREANA NO BRASIL

Abstract

This study aimed to understand the growing interest in South Korean cuisine in Brazil, a phenomenon stimulated by the global diffusion of cultural products, particularly television dramas known as K-dramas, which are part of the so-called Korean Wave (Hallyu). The main objective was to understand how these audiovisual productions affect the percepicion, interest, and consumption of traditional Korean dishes in Brazil. To this end, a qualitative and exploratory methodology was adopted, examining academic articles, books, and news reports. The results highlight that k-dramas are the primary driver of gastronomic interest, particularly among young, female audiences. This influence is reflected in measurable consumer behaviors, such as the significant increase in online searches for restaurants and recipes, as well as the inclusion of Korean dishes in daily routines, a process intensified by digital platforms. The influence of K-dramas goes beyond entertainment, changing the landscape in Brazil and converting food consumption into a meaningful experience of symbolic connection and cultural identity. This affirms the role of audiovisual media as an agent of cultural globalization