In Korea, the topic of illegal drugs has been rarely discussed until recently, mainly due to the strict drug laws and traditionally conservative social norms. However, the number of drug abuse cases and related crimes especially among younger generations has been rampant over the past five years. Such phenomena may partially be attributed to the media, with a stream of illegal substance content in movies, TV series, and social media. These cultural media easily accessible by teenagers and young adults may have enchanted the perception of drug use in Korea.

The rise of over-the-top (OTT) platforms and social media trends, and the emergence of various forms of drug-related content on such platforms have resulted in users being more exposed to drugs than ever before. In the past, most of this content came from other countries, yet now Korean shows and media have begun to incorporate drug use and related themes which increased exposure to drugs more. In particular, content such as Netflix series, online Korean comics (called “webtoons”), and movies have played a significant role in the glorification of drugs. They often depict drug manufacturing processes, trafficking, and administration methods in a vivid and blatant manner. For example, the popular Korean movie Believer depicts the story of undercover police investigating a notorious drug lord. Although the movie portrays the negative consequences of drug trafficking and abuse, some viewers may focus more on the criminal lifestyle. Drugs are described as a luxurious and cool item present in party and club culture among privileged social classes such as conglomerates, celebrities, and rich international students. In another Korean series called Prison Playbook, protagonist Loony is portrayed as a friendly and kind person although he was imprisoned after consuming drugs. His drug use is shown with lighthearted music and humor in multiple scenes. While this may be for the purpose of creating an engaging storyline, it can also give viewers the wrong impression about drugs and their impact. 

To counteract the surge of drug-related content, the government and television networks have released documentaries such as I Am a Drug Abuser, War against Drugs, and Slowly Approaching Drug to raise awareness of the dark side of drugs. These documentaries feature interviews with celebrities who have suffered from drug addiction and reveal the devastating impact of drugs on their ruined lives vividly. Despite these efforts to portray the real effects of drugs, such drug-use-prevention content often does not reach the most vulnerable targets — teenagers and young adults. The reason behind is the recent trend of preferring short video clips on social media such as Instagram reels, Youtube shorts, and TikTok videos. The longer the length of the video is, the faster people lose their patience. Due to the wide scope of content and formal structure of documentary videos, they have failed to capture the attention of younger generations who prioritize entertainment over education. 

The media plays a significant role in shaping cultural values and beliefs. Repeated exposure to drug-related content, even in a negative context, can lead to the desensitization of viewers and make them more accepting of drug use as a prevalent part of Korean society. The Pink Elephant Paradox, where the mind subconsciously creates connections between observed phenomena, applies to drug culture as well. The continuous influx of drug-related content into Korea may break down our rational understanding of the negative values of drugs and contribute to the normalization of drug use.

While the media can be a powerful tool to educate and raise awareness about the dangers of drug use, it should also be used responsibly to avoid glorifying drug culture and contributing to its normalization. It is crucial to continue promoting a negative perception of drugs and raise awareness about the devastating consequences of drug abuse. It is necessary as a society to analyze the trends of the current generation, empathize with them and create cultural materials that appeal to younger generations portraying the destructive nature of drugs.