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Purpose: This study examines whether the Korean Wave plays an important role in generating positive perceptions and purchasing desires for Korean products in Japan. In addition, this study aims to analyze how multicultural acceptance affects cultural appropriation and the country-of-origin effect.
Research design, data, and methodology: This study collected data from local consumers in Japan from January to March 2024. The questionnaire used for the analysis was 203 people. Structural Equation Modeling (SEM) was employed to test the hypothesized model.
Results: It was confirmed that multicultural acceptability has a positive effect on cultural appropriation, which contributes to the formation of positive attitudes toward Korean companies and products by Japanese consumers. Specifically, Japanese consumers with higher multicultural acceptability have higher levels of cultural appropriation, which in turn showed positive attitudes toward Korean companies and products. Positive attitudes toward Korean products increased purchase intentions, but positive images of Korean companies did not lead to purchase intentions. Implications: This study suggests that, from a marketing perspective, Korean companies can expect more positive economic effects if they consider strategies that promote multicultural acceptability when promoting their products in the global market. In particular, it would be important for Korean companies to deeply understand and grasp the popularity and interest of Japanese consumers in the Korean Wave, and to develop strategies that encourage cultural transformation by providing various cultural exchange programs or campaigns and making efforts to increase their multicultural acceptance. This will ultimately influence Japanese consumers to form positive attitudes toward Korean culture, which in turn can lead them to purchase more diverse Korean products.