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IT ALL STARTED WITH an episode of the romantic comedy Tomato, Carey Siu Wai-ling confessed, a shy yet defiant look in her eyes.

In short, she was hooked, switching on to more Korean television dramas, films, pop songs, and, eventually, the language and cultural studies at City University of Hong Kong.

'I don't think I am the kind of fantasy girl who learns Korean just because of the country's celebrities,' said Carey, now a second year  student majoring in language.

Her favourite Korean idol is Rain, the young male singer, dancer and actor who is the latest heartthrob of thousands, if not millions, of Asian females.

But Carey, 19, laments the lack of local coverage of Korean stars.

'There is not much coverage  of Korean stars in Hong Kong newspapers. I wish I could read Korean newspapers and websites about them,' she said.

'That's how I and a lot of my classmates got the notion of learning the language. But the main reason is that there is a growing demand for the language.'

For Nettie Siu Kwok-kwan, a second-year student studying for an associate degree in general studies and taking Korean courses at the same university, her passion for the culture started with pop songs four years ago. She has been learning the language ever since.

'I am a big fan of Korean boy bands HOT and NRG, who are superb at dancing and singing,' said the 20-year-old. 'For me, Korean dance music is more professional and colourful than that produced in Hong Kong and Japan.'

The booming entertainment industry, helped by the global release of Korean movie My Sassy Girlfriend  in 2001, prompted a  rush of Asian students to study the country's language and culture. In 2002, there were 10,000 foreign students in the country.   Last year there were more than 18,000.

Korean pop culture has since become a phenomenon - 'Hanliu' or 'Korean storm' - in southeast Asian countries. Korean TV dramas such as Jewel in the Palace,  Full House,  All About Eva  and Autumn in My Heart  have been well-received in Hong Kong, the mainland and Taiwan.

Kim Cheol-hyeon,  Consul for Culture and Information at the Consulate General of the Republic of Korea in Hong Kong, said there had been a growing interest in Korean studies in the mainland, Taiwan and Hong Kong  following the country's robust growth in cultural, information technology and biotechnology  exports.

'Korea has risen to international attention since 2001 with its huge success in the entertainment industry,' Mr Kim said.

'But Chinese people don't study Korean just because of that. Actually, trading ties between Korea, the mainland, Hong Kong and Taiwan have been growing closer and closer since 2001. Two years ago, China  became the largest trading partner of Korea, replacing Japan.

'There are 700 Korean companies in Hong Kong alone, with many investing in the mainland. People who can manage Chinese, English and Korean languages are in demand.'

The number of students in South Korea from the mainland increased from 3,200 in 2002 to 8,600 last year, while  number from Taiwan climbed  from 559 to 688 in the same period. There were 35 Hong Kong students studying in South Korea in 2004, up from 14 in 2001.

But the figures only covered those who spent six months or  more in Korea, Mr Kim said, and did not include the hundreds of Chinese and Hong Kong students visiting for short-term language studies.

Several universities, including Chinese University of Hong Kong, Hong Kong Polytechnic University and Hong Kong Baptist University, have opened Korean language programmes in their schools of continuing education.

University of Hong Kong and CityU have both offered Korean language courses as elective subjects to undergraduate students, and in their evening schools.

CityU has been particularly aggressive. It was the first university to open Korean language courses   in 2001, and it launched a Korean minor programme last year, the success of which prompted a major programme  that is set to begin in September.

It is  the only university in Hong Kong providing Korean minor and major study programmes, and currently has 500 students  taking Korean language or cultural studies.

Elene Kang Kim Hye-won, lecturer and co-ordinator of the university's Korean Section, Division of Language Studies, said students were intrigued by the  Korean culture shown in movies and TV dramas.

'Korea is the most Confucian country in the world, even more so than the mainland, Taiwan and Hong Kong,' said Ms Kang, who is in charge of the major programme.

'For example, the elderly people are highly respected, and it is still believed that, in a male-oriented Confucian society, there are different roles and responsibilities for men and women. It is interesting how traditional Confucian values are still prevalent in such a modern society.'

Julia Han Ji-yeon, a Korean instructor at the university, said the country's people referred to everything as 'woori', which means 'us' or 'ours'.

'We say 'our' university, 'our' house, and even 'our' husband,' said Ms Han with a laugh. 'But, of course, we don't share husbands.

'It just reflects how Korean people think of themselves as a whole, and put the interests of their community in front of themselves.'

Nettie said she was impressed by the exuberant character of Korean people.

'They are quick to speak what is on their minds, what they like and dislike, and will spill out their life to you the first time you meet them,' she said  of her Korean friends.

'They are more frank, trusting and sincere in relationships, and I find it refreshing. They are so different from Hong Kong people, who are always cautious and sceptical.'

However, the university is also careful to make sure students do not look at Korea through  rose-tinted spectacles. Angel Lin Mei-yi,  an associate professor at CityU, has put Korean TV dramas and movies under close scrutiny in her courses in order to give her students  a truer picture of contemporary Korean society.

Popular Korean  romantic comedies such as  Full House,   All about Eve,   Glass Shoes  and Hotellier  are on the list of course materials, much to the delight of students.  But  the storylines  will be closely examined through the critical lens of gender and cultural studies during the course.

'The Korean romance comedies being shown in Hong Kong are a tiny part of the variety of Korean TV dramas and movies,' Dr Lin said. 'Students need to be aware that they are fantasies, not mirrors of Korean society.'

The success of mainstream Korean movies and TV dramas in Chinese society, she said, could  be put down to two  formulas: the 'Cinderella' scenario and the 'fix-the-guy' scenario. According to Korean directors she had interviewed, they catered for women who were frustrated in real-life relationships.

In the 'Cinderella' scenario, a kind-hearted poor girl would marry  a rich, handsome guy by sheer luck. In the 'fix-the-guy' scenario, the girl would save her man from crisis in his career or relationships. A mix of the two would guarantee market success.

'Though students might somehow feel disillusioned after taking the course, most are not discouraged from studying Korean language and culture,' Dr Lin said. 'They don't learn the language for fantasies, after all.'

Carey, who had taken Korean cultural studies courses, said she was planning to go to Seoul to study the language in a university for six months before finding a job in a Korean firm.

'I have thought of working in a Korean company in Hong Kong or in Korea, or as an air-hostess,' she said. 'My Korean abilities help me communicate with different people and I can act as a bridge to help [Korean companies] develop Hong Kong or mainland markets.'



Pupils make a Korea choice