*Nurul Akqmie Badrul Hisham, Abdul Latiff Ahmad, Chang Peng Kee

Abstract:

This study examines how social media influencers shape and sustain the Korean Wave (Hallyu) in Malaysia, emphasizing the intersection of mediatization and contemporary youth culture. Drawing on qualitative methods including in-depth interviews with influencers and Korean Embassy representatives as well as netnography of open social media accounts, this research investigates how digital platforms facilitate fan engagement, community-building and cultural learning. Findings show that social media serves as a catalyst for fans to construct their own mediated worlds, while influencers act as vital social agents, filtering information, bridging cultures as well as fostering both emotional and practical connections with Korean popular culture. The study highlights how embassy-led programs and initiatives function as dynamic ecosystems, where existing fan accounts alongside embassy strategies and influencer mediation, illustrate how broader cultural agents perceive and shape the Korean Wave’s impact in Malaysia.

Keywords: Mediatization, fandom, social media influencers, cultural mediation, Korean Wave