How Korean-Dramas Won Pakistani Youth
Fizza Zahid
Rawalpindi: A couple of years ago, if someone casually said ramyeon, kimchi, or saranghae with a smile, most people in Pakistan would have stared blankly. Today, those very words echo in classrooms, universities, and urban cafés across the country. This isn’t a passing trend—it’s a cultural shift, driven by the growing influence of Korean dramas, or K-dramas, on Pakistani youth.
What began as casual binge-watching during the pandemic has now blossomed into something much deeper—a genuine emotional connection. For countless young Pakistanis, K-dramas are more than entertainment. They’ve quietly reshaped how a generation thinks, feels, dresses, socializes, and even eats.
The appeal lies in the storytelling. K-dramas are lauded for their clean narratives, emotional depth, and aesthetic presentation. They explore themes that strike a familiar chord in Pakistani society: class divides, family honor, forbidden love, perseverance, and self-discovery. Female leads are strong yet kind, while male characters often embody empathy, respect, and emotional nuance—qualities sorely missing from much of global media. It’s refreshing, and frankly, long overdue.
Unlike Western media’s growing reliance on shock value and explicit content, K-dramas offer a comforting alternative. Their respectful portrayal of relationships makes them more palatable in a conservative society like ours. Parents don’t mind their children watching them. Young women feel seen, not sexualized. And everyone gets to experience meaningful storytelling without compromising on values. That’s a rare win.
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But the influence doesn’t stop at the screen. It spills over into everyday life. K-dramas have become a gateway to Korean culture. Fans learn basic Korean phrases, try Korean recipes, and even explore the country’s customs, holidays, and history. Language institutes like NUML and Korean Cultural Centers in Pakistan report a surge in interest. Film screenings, cooking classes, and K-pop events are packed with university students who are curious, excited, and eager to connect.
Food, of course, is one of the most visible markers of this cultural crossover. In cities like Islamabad, Lahore, and Karachi, Korean-themed restaurants are booming. With names like K-Town, K-Junction, and Kimchi & Co., these eateries are more than dining spaces—they’re immersive fandom experiences. Walls are lined with posters of Korean actors like Lee Min-ho and Park Seo-joon. Menus feature dishes like ramyeon, tteokbokki, and kimbap—no longer exotic terms, but part of the urban food vocabulary.
These establishments often recreate iconic scenes from popular shows, letting diners relive their favorite moments. It’s no longer just a meal—it’s an experience, a shared moment of cultural appreciation fueled by storytelling and screen magic.
Social media has only amplified this wave. TikTok, Instagram, and YouTube are bursting with Pakistani creators posting K-drama edits, fashion looks, makeup tutorials, and even K-pop dance covers. Fan pages translate episodes, dissect plots, and passionately debate characters. Online, the K-drama community is a thriving ecosystem—one where young Pakistanis find friendship, belonging, and creative expression.
What’s remarkable is that this entire phenomenon unfolded without any government initiative. It’s people-to-people diplomacy at its finest. While leaders talk policy, young people are busy forming emotional connections—unmediated, genuine, and transformative. This is soft power in action, and South Korea has wielded it masterfully.
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By exporting emotionally resonant, culturally rich content, South Korea has earned admiration not just for its economy or technology, but for its values—family, respect, resilience, and sincerity. Local fashion now borrows from Korean trends. Pastel tones, minimalist accessories, and natural makeup are everywhere. Pakistani brands are taking notes, and a new aesthetic is emerging.
Beyond fandom, real opportunities are growing. More students are applying for Korean government scholarships. Interest in studying or working in South Korea is on the rise. Korean skincare, stationery, and lifestyle goods are becoming staples in local markets. All of this, driven not by statecraft, but by storytelling.
Of course, no cultural wave comes without its downsides. K-dramas often depict idealized lives—flawless appearances, poetic romances, perfect apartments. For young minds, these portrayals can set unrealistic expectations and fuel insecurities. It’s important to enjoy the fantasy while staying grounded. Cultural exchange should inspire, not overwhelm.
But ultimately, the positives far outweigh the pitfalls. In an era of growing divisions and cultural insularity, this kind of engagement fosters empathy. It broadens horizons, dismantles prejudices, and opens minds. It connects people who may never meet, through stories that speak a universal language of hope, love, and perseverance.
K-dramas aren’t just shows—they’re bridges. They teach language and values, spark curiosity, and offer comfort. Whether it’s a teenager quoting their favorite drama, a friend group planning a K-themed night, or a university student learning Korean, one thing is clear: South Korea is now closer to Pakistan than ever before—not just diplomatically, but emotionally.
And perhaps, just perhaps, the next chapter will see Pakistani stories crossing the same bridges—capturing hearts around the world, one episode at a time.
Fiza Zahid is an undergraduate student at Fatima Jinnah Women University, Rawalpindi.
The article is the writer’s opinion, it may or may not adhere to the organization’s editorial policy.
