Filipinos have loved Korean pop culture since the late 90s when the Hallyu wave started to gain ground.
The Hallyu wave is a phrase used to describe the spread of South Korean cultural products such as food, music and television series to the rest of the world.
According to the Korea Foundation, the Philippines has the highest growth rate of hallyu fans among 113 countries in 2018. Some people attribute the start of Hallyu to the popularity of Korean stars Seo Taiji and Boys in the 1990s, which was also the time when K-pop music was developed.
A study titled “Beyond the Fad: Understanding Hallyu in the Philippines” from the International Journal of Social Science and Humanity showed that hallyu in the Philippines arrived through Korean dramas or what is now known as Koreanovelas in the early 2000s.
Later on, through the theme songs of K-dramas and fan sites, K-pop groups or idols eventually won the hearts of Filipino fans.