Entre K-dramas e guarda-roupas: estilo das mulheres brasileiras

Abstract

The objective of this study is to analyze the influence of k-dramas on the clothing of female viewers, exploring the personal fashion triggered by the spread of Hallyu. The methodology adopted for this study is characterized as exploratory research, with a quantitative and qualitative approach, combining the collection of numerical data through questionnaires and qualitative interviews. A bibliographical survey was also carried out, presenting fashion, style and the context of Korean pop culture. The results achieved at the end of the research showed that there is a partial adherence to the South Korean style of dress in the personal style of Brazilian women who consume dramas, thus helping to shed light on a new market segment.