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"ABSTRAKTulisan ini membahas tentang budaya memberi hadiah Jogong di kalangan penggemar fanatik Hallyu. Korea Selatan, melalui Hallyu, hadir di tengah masyarakat global dengan berbagai macam produk budaya populer seperti drama, musik, film, fashion dan lain sebagainya. Dengan media massa sebagai perantara, produk budaya pop Korea dengan mudah diterima dan digandrungi banyak orang di berbagai belahan dunia. Keberhasilan Hallyu mencuri perhatian masyarakat dunia memunculkan sekelompok sebuah budaya fanatisme di kalangan penggemarnya. Budaya ini terdiri dari beberapa bentuk, salah satunya adalah pemberian hadiah Jogong sebagai bentuk rasa cinta pada artis idolanya. Penelitian yang dilakukan memakai metode kualitatif, dengan menggunakan beberapa acuan ilmiah yang berkaitan dengan topik pembahasan yang bertujuan untuk mengetahui lebih dalam tentang budaya memberi hadiah di dunia penggemar Korea. Dari hasil analisis diperoleh kesimpulan bahwa sejarah Korea pada masa Joseon mempunyai pengaruh terhadap budaya memberi hadiah di kalangan penggemar Hallyu. Kata Kunci: fanatisme; Hallyu; Jogong

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ABSTRACTThis research is about gift giving culture Jogong among Hallyu fanatics. South Korea, through Hallyu, is present in the global community with a wide range of popular cultural products such as drama, music, movies, fashion and so on. With the media as an intermediary, Korean pop culture products are easily accepted and loved by many people in different parts of the world. The success of Hallyu stealing the attention of the world community has led to a group of fanatical cultures among its fans. This culture consists of several forms, one of which is the gift giving as a form of love to the idols. The research used qualitative methods, using several scientific references related to the topic of discussion that aims to examine deeper about the gift giving culture in the world of Korean fans. From the analysis, it can be concluded that Korean history in the Joseon period had an influence on gift giving culture among Hallyu fans. "

"This work offers an innovative critical approach to international public relations theory and practice. It presents the cultural-economic model of international public relations practice, a model that describes and explains public relations techniques and practices in a variety of regulatory, political and cultural climates"