Frequent soju scenes in K-dramas raise health concerns in Israel, Indonesia

The global influence of K-dramas, a significant aspect of the Korean Wave (Hallyu), has skyrocketed in recent years, captivating audiences across various countries, including Israel and Indonesia.

With their compelling storylines, well-developed characters, and cultural appeal, these dramas have promoted Korean culture.

Notably, the cultural significance of alcohol in Korea is often well-documented in such drama, with soju playing a central role in social bonding. K-drama's often depict drinking scenes as a routine part of life.

However, a new study from researchers in Israel and Indonesia, has highlighted a concerning trend that the portrayal of such alcohol consumption, especially the traditional Korean drink soju, in K-dramas is influencing the drinking habits of global audiences.

The research, conducted by a team from the Israeli Society of Addiction Medicine, Indonesia's Cipto Mangunkusumo National Hospital, and Duren Sawit Psychiatric Hospital, explored the association between binge-watching K-dramas and increased alcohol consumption among viewers in Israel and Indonesia.

The study surveyed 638 adult K-drama fans, split between Israel (255 participants) and Indonesia (383 participants).

It found that 36 percent of respondents had tried soju after watching K-dramas, with 24 percent admitting to binge drinking in the past 12 months.

Interestingly, the research highlighted that K-drama fans who spent more time watching these series were more likely to engage in problematic drinking behaviors, including binge drinking.

The researchers expressed concern that if this trend continues in the long term, it could negatively impact the health of K-drama viewers in Israel and Indonesia.

However, the researchers revealed that the study had several limitations, such as focusing only on adult audiences from two countries and limiting its generalizability to all global K-drama audiences or younger viewers.

The research also did not address additional factors that could influence viewing habits, such as the unique characteristics of K-dramas, personal and social motivations for watching, or the availability of other types of series.

Despite these limitations, the study's authors conclude by calling for Korean policymakers to emphasize the need to recognize the impact of cultural influences on media consumption patterns, including alcohol-related messages, to promote healthier behaviors and enhance public well-being.

The study results were published in Scientific Reports.

87% of K-dramas feature alcohol

While this study shows K-drama's impact on alcohol consumption abroad, the portrayal of alcohol consumption in such dramas had already been a topic of concern for many years in Korea.

Korean experts point out that media, particularly dramas, may be promoting a permissive culture towards alcohol.

Numerous studies show that more frequent exposure to alcohol through media leads to earlier onset of drinking and increased frequency. This effect is particularly strong for adolescents and women. Even if it doesn't immediately lead to drinking, it can create positive expectations about alcohol, influencing drinking behavior in adulthood.

A 2022 monitoring study by the Korea Health Promotion Institute of 14 popular dramas from 7 domestic and international OTT services found that 12 (87.5 percent) featured alcohol consumption scenes.

This high prevalence of drinking scenes in popular content has raised concerns about its potential impact on viewers, especially younger audiences.

In response to these concerns, the Ministry of Health and Welfare revised its self-regulation guidelines last year.

"We created the revised version as the direct and indirect harm to our society, including the imitation psychology of adolescents, has been highlighted due to drinking scenes in familiar media such as dramas and entertainment programs," the ministry said during that time.

The revised guidelines include recommendations for content creators, such as drinking scenes should not be included unless absolutely necessary and positive depictions of drinking should be avoided.

However, as these are not mandatory, compliance with the guidelines depends entirely on the industry.