![K-pop group Momoland made their Middle East debut with a concert in Dubai recently. Getty](https://thenational-the-national-prod.cdn.arcpublishing.com/resizer/v2/YPQFLXNXSTOYJ5OWBDRCUPNZPI.jpg?smart=true&auth=ca251b004908fc5a673712bd21c90a71e95ced0c11f691a83fb3867e53fc4431&width=400&height=225)
![Urwa Tariq, a doctoral student at UAE University, has just completed a study called Say Hello to the Hallyu Phenomena in the UAE and, as Tariq says, what began with television and K-pop has grown into an “obsession”. The word Hallyu refers to the rise of South Korean culture across the world. Photo: Antonie Robertson / The National](https://thenational-the-national-prod.cdn.arcpublishing.com/resizer/v2/TZJATYMSUGC7IUDMY6DFZS334E.jpg?smart=true&auth=8f22d376d24036c68cd88355e5eb487249fcabacc9852d7be167b3d431255d7f&width=400&height=225)
![Ayesha Al Jawadri, 22, is a medical student at UAE University. She was part of the focus group and claims to spend several hours each day engaged in South Korean entertainment. She has been interested in the culture since 2015. “I found the Korean entertainment quite new and fresh and their plots never failed to have the excitement factor as they leave you on the edge wanting to see more and more,” she explains.](https://thenational-the-national-prod.cdn.arcpublishing.com/resizer/v2/BTRH6UGMUH6BY6R47LLKWICAFQ.jpg?smart=true&auth=c6c1e1c571e11966aefeec2801ac66951f2a51337b651cbb84f0db45e0c184a4&width=400&height=225)
![K-pop is arguably the most all-encompassing export of Hallyu: here, EXO perform during the Closing Ceremony of the PyeongChang 2018 Winter Olympic Games. Photo: Getty](https://thenational-the-national-prod.cdn.arcpublishing.com/resizer/v2/3HJIJCOBACCZZH5CMBN5NKFHSU.jpg?smart=true&auth=a00296016c18ed1631291bd1b375719a19443824ff491a4c3b87ff3e1f503041&width=400&height=225)
![V, Suga and Jin of BTS attend the 2018 Mnet Music Awards in Hong Kong at AsiaWorldExpo on December 14, 2018. Photo: Getty](https://thenational-the-national-prod.cdn.arcpublishing.com/resizer/v2/JPC3XETX2IN4NDMX3QYCTPOE2Q.jpg?smart=true&auth=efb8429066770afe145ec9489cb421a571f5694c7d1c559320809f45c2933105&width=400&height=225)
![“For our parents’ generation, the interest was Hollywood and Bollywood movies, but this has changed now,” Tariq, left, says. “The participants felt that the Korean dramas were clean in terms of language and content, compared to the western shows. They spoke of romance with words like ‘simple’, ‘loyal’, ‘cute’ and ‘shy’, which was, they said, missing in the western content."](https://thenational-the-national-prod.cdn.arcpublishing.com/resizer/v2/LQ67U6QV4XSIOHGZCUVG2JKSTQ.jpg?smart=true&auth=6ce0f46fafd523e20db7faf7d53b9211d91b43376d5ec4e5337e4b53d616dd07&width=400&height=225)
![K-pop group Momoland made their Middle East debut with a concert in Dubai recently. Getty](https://thenational-the-national-prod.cdn.arcpublishing.com/resizer/v2/YPQFLXNXSTOYJ5OWBDRCUPNZPI.jpg?smart=true&auth=ca251b004908fc5a673712bd21c90a71e95ced0c11f691a83fb3867e53fc4431&width=400&height=225)
![Urwa Tariq, a doctoral student at UAE University, has just completed a study called Say Hello to the Hallyu Phenomena in the UAE and, as Tariq says, what began with television and K-pop has grown into an “obsession”. The word Hallyu refers to the rise of South Korean culture across the world. Photo: Antonie Robertson / The National](https://thenational-the-national-prod.cdn.arcpublishing.com/resizer/v2/TZJATYMSUGC7IUDMY6DFZS334E.jpg?smart=true&auth=8f22d376d24036c68cd88355e5eb487249fcabacc9852d7be167b3d431255d7f&width=400&height=225)
![Ayesha Al Jawadri, 22, is a medical student at UAE University. She was part of the focus group and claims to spend several hours each day engaged in South Korean entertainment. She has been interested in the culture since 2015. “I found the Korean entertainment quite new and fresh and their plots never failed to have the excitement factor as they leave you on the edge wanting to see more and more,” she explains.](https://thenational-the-national-prod.cdn.arcpublishing.com/resizer/v2/BTRH6UGMUH6BY6R47LLKWICAFQ.jpg?smart=true&auth=c6c1e1c571e11966aefeec2801ac66951f2a51337b651cbb84f0db45e0c184a4&width=400&height=225)
![K-pop is arguably the most all-encompassing export of Hallyu: here, EXO perform during the Closing Ceremony of the PyeongChang 2018 Winter Olympic Games. Photo: Getty](https://thenational-the-national-prod.cdn.arcpublishing.com/resizer/v2/3HJIJCOBACCZZH5CMBN5NKFHSU.jpg?smart=true&auth=a00296016c18ed1631291bd1b375719a19443824ff491a4c3b87ff3e1f503041&width=400&height=225)
![V, Suga and Jin of BTS attend the 2018 Mnet Music Awards in Hong Kong at AsiaWorldExpo on December 14, 2018. Photo: Getty](https://thenational-the-national-prod.cdn.arcpublishing.com/resizer/v2/JPC3XETX2IN4NDMX3QYCTPOE2Q.jpg?smart=true&auth=efb8429066770afe145ec9489cb421a571f5694c7d1c559320809f45c2933105&width=400&height=225)
![“For our parents’ generation, the interest was Hollywood and Bollywood movies, but this has changed now,” Tariq, left, says. “The participants felt that the Korean dramas were clean in terms of language and content, compared to the western shows. They spoke of romance with words like ‘simple’, ‘loyal’, ‘cute’ and ‘shy’, which was, they said, missing in the western content."](https://thenational-the-national-prod.cdn.arcpublishing.com/resizer/v2/LQ67U6QV4XSIOHGZCUVG2JKSTQ.jpg?smart=true&auth=6ce0f46fafd523e20db7faf7d53b9211d91b43376d5ec4e5337e4b53d616dd07&width=400&height=225)
![K-pop group Momoland made their Middle East debut with a concert in Dubai recently. Getty](https://thenational-the-national-prod.cdn.arcpublishing.com/resizer/v2/YPQFLXNXSTOYJ5OWBDRCUPNZPI.jpg?smart=true&auth=ca251b004908fc5a673712bd21c90a71e95ced0c11f691a83fb3867e53fc4431&width=400&height=225)
Why Emirati women are now obsessing over South Korean culture more than they are Bollywood or Hollywood
From K-pop to the language, a new study reveals Emirati women are embracing all aspects of culture from South Korea
Melanie Swan
January 19, 2019
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