The Korean Wave as a Marketing Catalyst: Gen Z Consumer Behavior toward Korean Food in Malaysia

The Korean Wave (Hallyu) has emerged as a global cultural phenomenon, influencing lifestyle trends and consumption patterns across Asia.In Malaysia, Gen Z consumers represent a strategic market segment whose food choices are increasingly shaped by media-driven fanaticism toward Korean entertainment.This study investigates how consumer fanaticism influences intention to consume Korean cuisine, drawing on Cultivation Theory and the Theory of Planned Behavior (TPB).Using survey data from 523 Malaysian Gen Z respondents, the model was tested through Partial Least Squares Structural Equation Modelling (PLS-SEM).Findings reveal that fanaticism significantly enhances positive attitudes toward Korean food, which in turn mediates its impact on consumption intention.Normative social influence and perceived behavioral control also emerged as strong predictors of intention.These results contribute theoretically by integrating media influence with TPB to explain cross-cultural consumer behavior, and practically by offering insights for marketing management, food businesses, and policymakers.Specifically, F&B marketers can leverage celebrity endorsements, peer influence, and halal-certified accessibility to enhance market acceptance.The study highlights how cultural content consumption translates into consumer intention, providing a framework for businesses seeking to capitalize on the convergence of media, culture, and food marketing.