The Hidden Hallyu Emerged: Exploring the Key Motives of Reading Adapted K‐Webtoons of South Korea

ABSTRACT This study aims to investigate why global fans read Korean webtoons (K‐webtoons) and how their motivations vary across different genres. Previous studies have approached the Korean Wave (Hallyu) from a national perspective, emphasizing its influence and primarily discussing K‐pop and K‐drama. However, a research gap remains in understanding K‐webtoons‐which have emerged as a significant pillar of Hallyu‐and the reasons consumers engage with Hallyu content. To fill this gap, Latent Dirichlet Allocation (LDA) topic modeling, interviews, and eigenvector centrality analysis were conducted. As a result, seven key topics were identified: Aesthetic appeal , Reader's loyalty , Digitalization , Fandom‐driven recognition , Imagined soundtrack , Creator's creativity , and Emotional connection . These topics were interpreted through the lens of flow theory, thereby extending the scope of research on both Hallyu and flow theory. Furthermore, the study provides practical implications for the sustainable development of the K‐webtoon industry.