Utilizing partial least squares structural equation modelling (PLS-SEM), results imply that K-dramas' motivational influence significantly affect destination image and intention to visit South Korea, and destination image significantly influences visit intention to the country. Data were gathered from 181 younger adults through a survey done online. This study aims to explore K-dramas influence on Filipino young adult viewers' intention to visit South Korea by testing the relationships among K-dramas' motivational influence, and perceived destination image and visit intention to South Korea. One of the central points of Hallyu, or Korean Wave, is Korean drama (K-drama) which has been popular in the Philippines since early 2000's. Hence, this study contributes to the body of literature on K-Dramas consumption, especially in the era of COVID-19 pandemic. Additionally, the study also shows four outcomes of their consumptive behavior: language acquisition and motivation to learn Korean, cultural understanding and new perceptions of Korea, pursuit of education, and pure entertainment and stress-reliever. Using thematic analysis, the study reveals that there were four emerging motivating factors to watch K-Dramas among Indonesian viewers: fresh substitutive choice, easy access, interesting stories and visuals, and cultural factors. This study used qualitative questionnaire as the instrument to collect the data for the study. This study highlights the fans' lived experiences, thoughts, and interpretation of Korean culture in watching K-dramas as well as how they construct identities through their consumption in their everyday lives. This qualitative study focuses on Indonesian transnational fans' consumption of Korean dramas (hereafter K-dramas) during the COVID-19 pandemic.
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