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An Analytical Study of Cultural Consumption Pattern in Japan seen through Hallyu : Winter Sonata and Japanese Fans' Identities The purpose of this study is to analyze the characteristics of cultural consumption pattern in Japan seen through hallyu, or 'Korean Wave'. For the study of hallyu as a subject matter, our research perspectives are threefold: first, hallyu is considered as a phenomenon of cultural appropriation of other culture; second, the anthropological approach should be exclusively exploited; third, distinctive behavior and thought of Japanese hallyu fan are the objectives of our study. Japanese hallyu began with the popularity of Korean television drama, Gyeoul Yeonga or Winter Sonata, and it witnessed the change of Japanese tastes for mass cultures from the Western orientation to the diverse expedition. For this study we collected data through various research methods focusing on primary sources; interviews with Japanese through internet homepages and direct meeting and distributing questionnaires through internet. The main argument of this study consists of two points. First, hallyu should be understood in light of Japanese cultural context. Our analysis has shown that the consumption pattern of Korean mass culture by Japanese is distinctively a new form but well expected under the rubric of Japanese cultural pattern. Second, many of Japanese consumers of hallyu try to re-establish their identities by enhancing old values and worldviews, interpersonal relationship based on mutual commitment and love which are thought to be already gone in the contemporary society. The ultimate goal of this study is to make Koreans understand Japanese people and culture that consume hallyu in a unique way from Korean's point of view but a predictable one seen through Japanese eyes.