this article examines the sociolinguistic and normative aspects of loanwords in contemporary Korean. In the context of globalization and digital communication, borrowed vocabulary has become an integral part of everyday language use, particularly in media, technology, and youth discourse. The study analyzes the processes of phonological and orthographic adaptation of foreign lexical items, as well as the challenges of their standardization. Special attention is paid to the regulatory role of the National Institute of the Korean Language in establishing transcription norms and maintaining linguistic consistency. The paper also explores issues of semantic shift, hybrid word formation, and variation in spelling across digital platforms. The findings highlight the need for a balanced language policy that preserves linguistic identity while accommodating global lexical influence.