Boycott campaigns against South Korea are growing
South Korea is reevaluating the resilience of its regional soft power following online calls “boycott Korea” which circulated throughout Southeast Asia. According to a senior official at the Ministry of Foreign Affairs, the government is closely monitoring the situation amid fears that negative sentiment could spread beyond social media.
As reported by the Korea Times, the official in charge of ASEAN affairs confirmed that authorities are monitoring signs of anti-Korean sentiment, particularly the online hashtag “SEAblings”, which gained traction after a recent K-pop concert in Malaysia.
The controversy reportedly began after a January 31 concert by South Korean band DAY6 in Kuala Lumpur. Photographers on Korean fan sites have been accused of carrying high-resolution cameras despite the venue’s strict rules prohibiting such equipment. Local fans shared videos and screenshots criticizing the photographers for allegedly ignoring local regulations and obstructing the view.
Initially conceived as a matter of concert etiquette, the dispute quickly escalated into heated exchanges online. Some Korean netizens reportedly mocked Southeast Asians and their countries, resulting in negative reactions. In response, Southeast Asian users amplified comments using the hashtag “SEAblings” a term symbolizing regional solidarity while some called for a boycott of Korean products and cultural content.
A Foreign Ministry official said on February 26 that although signs indicate that the movement may be “to cool off”, Seoul continues to consider the issue serious. Authorities have stepped up monitoring of online speech in Malay, Indonesian and other Southeast Asian languages to gauge the spread of anti-Korean sentiment.
While the backlash has not spread significantly beyond the initial wave, officials have noted how quickly frustrations can ignite when a specific incident intersects with pre-existing grievances. “As Korean culture becomes increasingly important globally, we cannot completely rule out the possibility of a backlash,” the official stressed.
Similar online disputes have emerged in recent years, including tensions over immigration issues, airport conflicts and social media arguments involving citizens of Thailand, the Philippines and Malaysia. Observers say these trends highlight the need for systematic risk management in ASEAN relations, rather than relying solely on short-term crisis responses.
Officials stressed that ASEAN remains one of South Korea’s three major trading partners, underscoring the importance of sustaining long-term goodwill. Initiatives like the ASEAN-Korea ROUND music festival and youth sports exchange programs are cited as examples of efforts to strengthen mutual understanding and prevent temporary online disputes from overshadowing broader bilateral ties.
Deeper frustrations beneath the surface
Some Southeast Asians living in South Korea say the recent backlash reflects more than just a dispute over concerts. One Philippine resident, speaking anonymously, suggested that online anger may also stem from accumulated experiences of discrimination.
According to this perspective, some Koreans harbor implicit prejudices against Southeast Asians, particularly migrant workers, in a society that places a strong emphasis on hierarchy and economic status. The resident described it as a form of “economic racism”, arguing that Southeast Asians are sometimes perceived as belonging to a lower social stratum.
He believes the concert controversy acted as a catalyst that brought these deeper frustrations to the surface. Many Southeast Asian fans feel a strong sense of ownership in K-pop’s global success, having passionately supported the genre and produced foreign-language content long before it achieved international recognition. Yet some feel that their contributions are not always received with the same respect.
However, not all Southeast Asian voices see the boycott calls as significant. A Vietnamese resident described the incident as: “simple question”, stating that there is no evidence of any organized anti-Korean movement within the Vietnamese community either in South Korea or at home.
Despite differing opinions, South Korean authorities are not taking the situation lightly. In addition to the Foreign Ministry, public diplomacy organizations such as the Korea Foundation are also closely monitoring public sentiment.
A foundation official acknowledged that as South Korea’s global reputation grows, so do critical perspectives. “As a public diplomacy organization, we will continue to develop programs that take into account each country’s unique vision of Korea, in order to strengthen the positive perception of our nation,” the official said.
As South Korea continues to expand its cultural influence around the world, the episode serves as a reminder that soft power, while powerful, remains sensitive to public perception and cross-cultural tensions.
Sources: The Korea Times
