Korean culture rides in on mobile technology

People line up to buy fried chicken at a Korean restaurant on Hongquan Road, Shanghai, on Monday. A popular South Korean drama, in which the female protagonist idolizes beer and fried chicken, has made chicken popular again, despite a recent spate of bird flu cases. Gao Erqiang / China Daily

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Intrusive ads and a "going-mobile" trend have in part helped the Hallyu phenomenon to proliferate, said Michael Tang, president of hdtMEDIA, a digital advertising company.

"As people make trips to South Korea and see the latest line-ups or make big purchases, they are eager to 'share' instantly via Weibo or WeChat. It helps things to go viral much quicker than before," he said.

The growing popularity of Korean culture may also derive from a maturing business model, by which shows are tailored to the tastes of Chinese viewers, said Eric Moon, a senior manager at a South Korean firm in Shanghai.

"We are seeing a steady growth of Chinese indigenous entertainment shows in which more international elements are included. At the end of the day, the trend may even be reversed, with Koreans embracing a similar craving for Chinese products," Moon said.

But some people disagreed with the Hallyu phenomena.

"I accompanied my wife to eat Korean-style fried chicken, and I really don't like it. It's not even as good as KFC," said Dai Qiming, 30, a civil servant in Shanghai.

South Korean TV drama is popular only because it creates unreal characters that satisfy women's imaginations, he said.

He said the Hallyu phenomenon is also worrying to some extent, as under its influence the younger generation may abandon Chinese culture.