While some credit Jumong with introducing them to the world of K-dramas and, by far extension, Korean culture, others point to the 2004 hit Jewel in the Palace, which captivated Sunday morning audiences on AIT. However, it is undeniable that Boys Over Flower took Nigeria by storm in 2009, becoming the biggest K-drama sensation to date. Whether it was Jewel in the Palace with its Joseon backdrop or the modern-day Cinderella love story of Boys Over Flower, young Nigerians were eager for more appealing dramas. Spurred by their love for compelling storylines and excellent visuals, DVDs of K-dramas were purchased and exchanged among friend groups.
Boys Over Flower paved the way for other dramas like Playful Kiss, The Heirs, and more recent ones like Squid Game and Alchemy of Souls. As time went on, digital platforms like Netflix, Netnaija, Nkiri.com, and HiTv replaced the DVD purchasing habit.
The consumption of Korean entertainment among Nigerian Gen-Zs is not complete without K-pop, the encompassing description of the different genres of Korean popular music. K-pop gained popularity among young Nigerians with the explosion of third-generation idols like BTS, EXO, Blackpink, Red Velvet, etc. Their infectious melodies and smooth choreographies have amassed this pop group’s huge fan base among the Gen Z demographic. All of these elements are what properly cemented the Hallyu Wave (Korean Wave) in the hearts of the young Nigerians.
For Gen-Zs, the influence of Korean entertainment has stretched beyond K-dramas and K-pop. Through engaging visuals, content creators seamlessly infuse different elements of Korean Culture into the content they create. These creators showcase diverse Korean-inspired content from K-dramas reviews, K-beauty hauls, short Hangul-based skits and even incorporating the Korean traditional fashion like the wearing of Hanbok.
At the heart of this cultural immersion are Gen-Z creators like Kdramas With Itunu, Grace Angel and Felicia Ajibade. Kdramas With Itunu runs a strictly Korean content Instagram community. With over a hundred thousand engaged followers called “tunnies”, Itunu shares K- dramas reviews, recommendations, and even spoilers. On the other hand, Grace and Felicia’s content revolves around Korean language-based skits and short language lessons.
Their efforts are undeniable, as the Korean Cultural Center Nigeria (KCCN) has hosted the Hallyu Creator Program for three years now. This creator program brings 20 people together to create a fusion of Korean and Nigerian content throughout the year. Esther Nneka Nnanna, a Korean Government Staff and foreign language coach lends her voice, “These content creators are changing people’s perception of what Korean culture is all about. Before when people mentioned Korea, what came to mind was only lovey-dovey things. But it’s no longer the case, there’s more awareness of different aspects of the culture. From the dramas to the music, beauty, and skincare products, even down to some of their cultural practices.”
The fervent interest in Hangul, Korea’s official language is seen in the growing number of fluent Hangul speakers among Nigerians. Learning Hangul for some, provides an authentic and nuanced understanding of K-pop lyrics and K-drama dialogues. For others like Precious Ayodele, it has transcended from just a hobby to becoming a certified Korean language tutor and owner of Hallyumart, a Korean convenience store in Ibadan, Nigeria. On this, Nnanna adds that Gen-Zs are a culturally aware and dynamic group of people, this awareness is what drives them to learn more about Hangul. “In the aspect of language, especially for those who work as Korean language interpreters and translators, there’s already an awareness and interest from being exposed to K-dramas and K-pop.”
Astonishingly, this growing impact of Korean Culture among Gen-Zs has reached a new milestone with the release of the first-ever Korean-Nigerian movie, My Sunshine. Written by filmmaker/content creator, Kemi “Kemz Mama” Ikuseedun, this movie is a bold fusion of multicultural storytelling. Speaking about her love for K-dramas as the inspiration for the film in an interview with OkayAfrica, Ikuseedun says “I wanted to recreate that nostalgia.” My Sunshine has garnered over 800,000 views on YouTube since its release, even making headlines in major media outlets in Korea.
Across cultures, food forges connections and bridges cultural gaps. Korean-themed establishments, once a rarity in Nigeria have integrated into the local dining scene. With options like Huahan Restaurant and Minos, Korean food enthusiasts can indulge their taste buds without traveling 12,000 kilometers to Korea. It’s no coincidence that Gen-Zs dominate their clientele, with the ambience that gives them a taste of Korea.
The relationship between Gen-Zs and Korean culture is not limited to just pop culture, it is way beyond that. Every year, KCCN picks 10 students to pursue undergraduate and graduate degrees through the Global Korea Scholarship (GKS) Program. This scholarship offers Nigerian students the opportunity to study at renowned universities in Korea for four to five years.
For Nigerian students like Grace Kelly and Omosalewa* studying in Korea, K-dramas and K-pop might have been the first motivation, but research on the educational system of Korea was what prompted the move. Kelly says, “The first motivation was K-drama and the culture. Moving to Korea has been beneficial, I have benefited greatly from their educational system and technology. They have facilities here that are common and easily accessible to the public and I know I’ll adjust easily if I ever need to relocate somewhere in the world with high standards of technology.”
Omosalewa* shares the same sentiment, “I do listen to K-pop and watch K-dramas, but my interest in Korea goes way beyond the norm. I’m very interested in Med-Tech, which led me to choose Korea as a study destination. Korea has improved a lot in terms of medical technology and research and this was what piqued my interest.”
There is a sense of belonging in finding those who share the same interests as you. Other than online stan communities, for Korean culture enthusiasts events like the Korean Culture Festival are a melting pot for them. Spaces like this offer a platform for free expression. Their love for Korean culture is showcased in their fashion attires inspired by K-dramas and K-pop. Nnanna notes this, “Gen-Z is very expressive, it shows in their adoption of more playful Korean fashion attires. Also, there’s a confidence with which they carry themselves when in these fests. For example when you see BTS fans in public, they are usually more confident amongst themselves.”
The love story between the Korean culture and Nigerian Gen-Zs is not ending anytime soon, with Korean culture becoming mainstream in Nigeria and the acceptance of it. Nnanna agrees, “The interest in Korean culture is going to keep growing, it is here to stay.”
NB: Name* has been changed to keep the source anonymous.
Raheemat Elewade is a creative writer and poet from Nigeria. Her writing cuts across stories about women, pop culture and social issues. Her works have appeared in Document Women and Tales & Whispers.
She’s a self-acclaimed number one fan girl of Chimamanda Ngozi Adichie.
