A study on Korean entertainment and its impact among the public university students in Kota Kinabalu / Siti Imrah @ Siti Nurmilahayu Lenas and Noor Hafizah Nasaruddin

Youths nowadays are the followers of current entertainment. One of the popular trends today is Korean entertainment. Youths are exposed to adopt the Korean entertainment trends such as fashion style, food, language and technology. However, too much influence of Korean entertainment may lead to social problems such as the tendency to follow the Korean artist dressing style which is sexy and fit. This kind of trends is not appropriate in Malaysia as an Islamic country. This study was conducted to determine the impact of the Korean entertainment towards the public university student. The sample collected in this study was selected randomly and the questionnaires were distributed to 216 university students in Kota Kinabalu particularly in UiTM and UMS. The findings showed that the public university students were less affected by the Korean entertainment since they have higher education and can distinguished between the positive and negative influence of such entertainment. Besides that, the findings revealed that the education background is not related to the impacts of Korean entertainment. Since the students are youths regardless of their level of education, they are the followers of the Korean entertainment.