“My K” Challenge Sparks Cultural Wave in Pakistan

News Desk

Islamabad: The Ministry of Foreign Affairs of the Republic of Korea has launched a global social media campaign, the “Vibe With Us” Relay Challenge, aimed at fostering connection, empathy, and hope among young people worldwide. The initiative is being promoted through the ministry’s public diplomacy Instagram account, @mofa_koreaz.

According to a press release, the campaign seeks to highlight the challenges facing today’s youth—including economic hardship, limited opportunities, generational divides, loneliness, and social isolation—while sharing messages of solidarity across borders.

Participants are encouraged to upload photos or short videos using an Instagram Reels template, performing a K-hand sign and showcasing their “My K”, a personal representation of Korean culture that has inspired or comforted them.

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In Pakistan, the challenge has gained significant momentum, boosted by promotional videos from Majid Mushtaq, a Pakistani YouTuber and recipient of the Global Korea Scholarship (GKS), and Leneha Junsu, a popular K-influencer supported by Korea’s Ministry of Culture, Sports and Tourism. Their participation has encouraged many Pakistani fans of Korean culture to join the campaign.

The Embassy of the Republic of Korea in Pakistan has actively promoted the initiative as part of its public diplomacy efforts. A KOREAZ promotion booth was featured at the K-Wave Festa in October at the Serena Hotel, Islamabad, giving attendees the chance to learn more about Korean culture, society, and foreign policy.

The embassy is also directing audiences to the @mofa_koreaz Instagram page and the KOREAZ YouTube channel for ongoing engagement. Officials said the campaign forms part of Korea’s broader efforts to deepen cultural exchange and mutual understanding between the two countries through innovative public diplomacy initiatives.