BEYOND THE SCREEN:

EXPLORING THE BEHAVIOR OF K-DRAMA FANS

Abstract

The production and consumption of series have increased in recent years, especially due to the emergence of streaming platforms. The narratives of South Korean dramas (K-dramas) have captivated many fan-consumers, known as "dorameiros," who begin to consume not only the episodes of the series but also the products and lifestyles promoted in them. In this sense, the present study aims to understand the behavior of K-drama fan-consumers in Brazil. The research adopts a quantitative survey approach, with data collected through questionnaires applied to 660 Brazilian K-drama fans. The results indicate a significant increase in the consumption of these dramas from 2020 onwards, driven by the COVID-19 pandemic and the accessibility provided by streaming platforms. Participants reported that K-dramas influence their interest in Korean culture, their perceptions of South Korea, and even personal decisions, such as learning Korean and planning trips. It is concluded that K-dramas play a relevant role in the lives of Brazilian viewers, transcending entertainment and shaping cultural habits, while also highlighting the need for greater representation and connection within fan communities.