• Fashion & Textile Research Journal
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• v.22 no.4
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• pp.456-468
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• 2020

Vietnam is becoming a leading country in the consumption of Korean wave. Many Vietnamese students have visited Korea due to a significant interest in the Korean wave. This study used focus group interviews with 12 Vietnamese female students in order to examine the experience of the Korean wave acceptance (RQ1), the experience of internalization toward ideal beauty (RQ2) and differences of internalization towards ideal beauty depending on the living period in Korea (RQ3). First, the results of RQ1 showed that Vietnamese students were accepting the Korean wave through media, Korean and social interaction in their daily lives. They also have a positive attitude toward Korean cosmetics and K-pop among various content of the Korean wave. Second, four focal meanings were composed through RQ2. They were the standards of ideal beauty, the causes of ideal beauty internalization and the results of ideal beauty internalization. The results of ideal beauty internalization were separated into the perception dimension and behavior dimension. Last, the results of RQ3 found that the strength of internalization of ideal beauty can very depending on the living period in Korea. This study has academic implications in that it understands Vietnamese female students who become a member of Korean society from a sociocultural perspective. The results of this study are useful to establish practical implications for young Vietnamese consumers to build desirable aesthetic values.