This study approached the Korean Wave (Hallyu)-related responses of Chinese individuals in their twenties from a comparative perspective between 2007 and 2017. For effective comparison, year-over-year differences in Sinocentrism, patriotism, and novelty acceptance—variables that could influence Hallyu-related responses—were first examined. Data were collected through one-on-one interview surveys from 260 Chinese individuals in their twenties residing in Beijing and Shanghai, with a male-to-female ratio of 4:6 and mean ages of 24.8 in 2007 and 24.3 in 2017.

The results showed that most Hallyu-related preferences were higher in 2017, while favorability toward Korea and most purchase intentions for Korean products were lower in 2017. Furthermore, Sinocentrism and novelty acceptance showed no notable differences between 2007 and 2017, whereas patriotism was lower in 2017.