Alcohol portrayals in Korean dramas: associations with global viewer attitudes and drinking behaviors

Background: The highest alcohol consumption in South Korea, which has a strong cultural and social meaning, is reflected in Korean dramas (K-dramas) that have gained large global audiences in recent years. Media depictions of alcohol can shape public health perceptions and influence behavior, therefore, the present study examined attitudes toward alcohol risk and harm reduction messages in K-dramas and their association with alcohol consumption in audiences from Indonesia and Israel. Methods: A questionnaire was administered to 638 K-drama viewers aged 18+ years, including 383 (60%) from Indonesia and 255 (40%) from Israel. Results: Viewers had relatively strong negative attitudes toward alcohol consumption messages and strong positive attitudes toward alcohol harm reduction messages in K-dramas. Significant correlations were found, with higher negative attitudes toward alcohol consumption messages being associated with more positive attitudes toward alcohol harm reduction. Significant group differences were revealed, with Indonesians displaying higher negative attitudes toward alcohol consumption messages and higher positive attitudes toward alcohol harm reduction messages than Israelis. Three logistic regression models were found to be significant, with 23–45% of the variance being explained by alcohol consumption. Being an Israeli participant, having visited South Korea, and holding more positive attitudes toward alcohol consumption in K-dramas were related to higher odds of drinking Soju (the traditional Korean drink), drinking in the preceding three months, and binge drinking in the preceding 12 months. Conclusion: K-dramas reflect and shape societal drinking attitudes and behaviors. Findings highlight the need for responsible media representation to support alcohol harm reduction and promote public health.