Shahroud University of Medical siences Shahroud Journal of Medical Sciences 2423-6594 11 1 2025 05 05 Iranian Youth and the Hallyu Phenomenon: A Study of Media Influence and Cultural Affinity 43 47 eng Elham Fathi Associate Professor, Department of Counseling, Faculty of Humanities, Hazrat-e Masoumeh University, Qom, Iran.. fathielham@ymail.com Leila Ebrahimi Varzaneh Master student of child and adolescent clinical psychology, Department of Psychology, Faculty of Psychology and Educational Sciences, University of Tabriz, Tabriz, Iran.. leilaebrahimi2000@yahoo.com 2025 05 09 2025 06 10 Background: In recent years, the popularity of the Hallyu phenomenon—referring to the global spread of South Korean popular culture—has grown significantly, particularly among adolescents. Given its increasing influence, examining how Iranian adolescents and youth become engaged with the Hallyu wave is of considerable importance. Methods: This qualitative study employed a conventional content analysis approach. Eleven female participants aged 13 to 22, residing in Tehran and identified as fans of South Korean popular culture, were selected through purposive sampling and interviewed using semi-structured exploratory interviews. Results: The findings revealed three main themes and seven sub-themes. The main themes included: (1) The process of initial exposure to Hallyu content, (2) Audience attraction through symbolic representation, language, and visual aesthetics, and (3) Formation of group identity and loyalty to the Hallyu phenomenon. Conclusion: These findings offer valuable insights for professionals working with adolescents, as well as for policymakers and sociologists interested in youth culture and media globalization