Ask young Taiwanese women what they plan to wear to a party or formal occasion these days and many of them might well say a hanbok -- the elaborate traditional Korean gown.
"I wore a Korean dress to several events on campus. I felt pretty and elegant in it," said student Lee Huei-ru, 21, who bought a pink floor-length hanbok embroidered with floral patterns for NT$4,980 (US$147) on the Internet last month.
Lee is already planning to add another of the gowns to her wardrobe.
"I'd love to have a silk one with hand embroidery that will cost some NT$50,000. I'll just have to save enough money," she said.
Hanboks are the latest in a wave of South Korean products to gain popularity here. Observers say the surge of interest in South Korean culture, especially television serials and music groups, has served as the driving force for Ha Han Feng or "the Korean Wave" in Taiwan.
The Korean fever has helped boost the popularity of other South Korean-made items including cellphones, home appliances and paraphernalia on South Korean stars such as posters, mugs and T-shirts.
The trend among Taiwanese youths has extended to Korean food, with many now frequenting Korean style food chains that serve hot pots, and even plastic surgery.
"More and more clients showed me photos of famous Korean stars and asked for the same perfect looks," said Wang Du-hsin, a Taipei cosmetic surgeon with two decades of experience.
The popularity of South Korean television programs climaxed with the historical drama Dae Jang Geum, set in the Chosun Dynasty about 500 years ago.
On one day in August this year more than 1.1 million people tuned into the tale of Korea's first female royal physician Seo Jang-Geum, aired on a local cable TV station, an AC Nielsen survey showed.
The smash hit has also helped expand the business of Cindy Lin, 25, owner of an online shop selling traditional Chinese attire. Seeing potential in the hanbok market, she started importing the colorful dresses from Seoul in May.
"Some even asked for the same type of apron worn by Lee Young Ae," Lin said, referring to the actress who played the heroine in the show.
Airlines and tour operators too are among the beneficiaries of the craze, with many Taiwanese trying to visit sites where the history plays and modern romance comedies were filmed.
The trend is also partially responsible for the September signing of an agreement to resume air links between the two countries after a 12-year break, transportation authorities said.
South Korea switched recognition from Taiwan to China in 1992 and Taipei cut bilateral aviation ties shortly thereafter in retaliation.
Last year, however, nearly 195,000 Taiwanese travelled to South Korea, a 42 percent increase from 2002, according to the Taipei Office of the Korea National Tourism Organization.
Office director Kong Hee Sun said popular South Korean shows had helped lure more Taiwanese tourists to his country.
"Shopping used to be the main attraction for Taiwanese visitors but now many are flocking to filming locations of hit TV series," he said.
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