KJCKorea
Journal Central

The 1990s was a time when the socio-cultural environment changed to become more culture-centered, and the influence of popular culture began to expand both domestically and internationally as teenagers and young adults emerged as consumers. In the late 1990s, <The Star is in My Heart> led the first generation of Hallyu, gaining popularity in China and other Asian countries due to its fairytale-like “Cinderella” story archetype and the popularity of actor Ahn Jae-wook. <The Star is in My Heart> combines romantic love with a melodramatic narrative, depicting the main toryline of overcoming real-life obstacles and fulfilling love, even in the face of great hardship. It is a universal narrative that is not limited to a specific society or culture, but emphasizes love, the most fundamental human emotion, and has resonated with the public despite the cultural differences between countries. Add to this the star marketing through the character of Kang Min, who can be seen as both the archetype and variation of the Cinderella story, and it formed the beginning of the formation of fandom culture. The fandom culture of actor Ahn Jae-wook has become an important technique for spreading interest in Korean content, fashion, music, and more, making it more than just a phenomenon that can be seen in isolated works, but a part of Korean culture as a whole.

<Star is in My Heart>, the first Korean Wave, Cinderella story, star marketing, Fandom culture