ANALYZING THE CULTURAL IMPACT OF THE MOVIE ALCHEMY OF SOULS AMONGST CALABARRESIDENTS

This study explores the cultural impact of the South Korean drama Alchemy of Souls on the residentsof Calabar South, Nigeria. The research aims to understand how the series influences local cultural beliefs, practices, and social dynamics, particularly in the context of increased global mediaconsumption. Using the Cult- ural Diffusion Theory, the study exam- ines how cultural elements fromforeign media are adopted and integrated into local contexts. A qualitative research design wasemployed, utilizing focus group discussions with ten residents fam- iliar with the series. The findingsreveal two key insights: First, Alchemy of Souls is highly popular among Calabar residents, withparticipants acknow- ledging the role of social media and stre- aming platforms in boosting its visibility and accessibility. Second, the series has significantly influenced local viewership of Korean dramas,as many participants reported an increased interest in other Korean films after watching Alchemy of Souls. However, the study also identifies challenges, particularly the potential ove- rshadowing of localcultural content due to the dominance of foreign media. The study concludes that while Alchemy of Souls promotes cultural exchange, there is a need for strategies to ensure that local cultural heritageis preserved alon- gside the growing consumption of global media. Further research is recommended to explore the long-term effects of glo- bal media on cultural identity in local con- texts.