Abigail Jazmine Llamo, a 29-year-old Filipino national, has embarked on a remarkable journey that intertwines her personal connection to K-pop with a deep academic interest in the Korean cultural wave. Her story is a testament to the power of cultural exchange and the potential for personal growth through art and entertainment.
Llamo's fascination with K-pop began early, sparked by family visits to Korea and the captivating television dramas like 'Jewel in the Palace'. Over time, her interest evolved into a passionate fandom, with hit series like 'Boys Over Flowers' and 'You're Beautiful' further fueling her appreciation for Korean culture. This casual consumption, however, soon transformed into a more profound and sustained engagement.
Driven by a desire to understand and contribute to the industry behind the global phenomenon, Llamo pursued a master's degree in K-Culture and Entertainment at Sungshin Women's University, becoming the program's first graduate. Her academic pursuits were not merely about acquiring knowledge but also about finding a way to inspire and comfort others through her work.
As K-pop continues to expand internationally, Llamo acknowledges both the opportunities and risks it presents. She believes that globalization is beneficial as it broadens K-pop's reach, but it must be balanced to preserve the cultural and industrial context that shaped it. Language, in particular, is a key element she emphasizes, arguing that K-pop's ability to connect with global audiences while maintaining its Korean identity is a powerful aspect of its appeal.
In the Philippines, K-pop's multidimensional nature and strong fan culture have resonated deeply with audiences. Llamo highlights the comprehensive experience K-pop offers, including music, performance, visuals, storytelling, variety content, fan communication, merchandise, online content, live concerts, and offline activities. She believes that the participatory fandom culture of K-pop aligns well with the Filipino fans' active, expressive, and community-oriented nature.
Llamo's passion for K-pop has now evolved into a concrete career goal within Korea's live music scene. Initially drawn to the stage, she discovered a deeper fulfillment in working behind the scenes through years of stage management and backstage roles. Her ultimate aspiration is to bridge the gap between Korean and Filipino audiences by contributing to projects that foster mutual understanding and collaboration.
She envisions creating spaces where Korean and Filipino audiences can connect through shared cultural experiences, moving beyond mere content consumption. Llamo's journey exemplifies how personal connections to art can lead to academic pursuits, and ultimately, to meaningful contributions to the global cultural landscape.
