This study ventures into a new realm of research, delving into the influence of social media influencers (SMIs) in Brazil in promoting transnational migration based on popular culture, specifically Hallyu. We are particularly interested in the potential of these SMIs to engage in socially impactful for-profit activities that could significantly influence female empowerment and self-esteem. Our research questions specifically focus on the role of Hallyu SMIs in Brazil in encouraging their followe