Hallyu 3.0 in the Islamic World

ABSTRACT: While the global expansion of the Korean Wave (Hallyu 3.0) has achieved significant momentum, the socio-religious friction it generates within the Islamic world remains under-researched. This study examines the patterns of Hallyu reception and the formation of anti-Hallyu sentiment in Southeast Asian Islamic societies, specifically focusing on Indonesia and Malaysia. Utilizing a qualitative thematic analysis of digital discourse on the social media platform Reddit, the research identifies key friction points where South Korean cultural content intersects with Islamic norms. The findings reveal three primary themes of resistance: (1) cultural negotiation, where consumption is moderated by conservative boundaries; (2) conflicts over gender role norms, particularly the rejection of non-traditional masculinity in male idols; and (3) theological concerns regarding music and “idolatry” (haram). The analysis suggests that anti-Hallyu sentiment in this region is a form of socio-cultural negotiation rather than political animosity.

KEYWORDS : Hallyu, Korean Wave, Anti-Hallyu, K-pop, Islamic Socio-cultural Values, Thematic Analysis