The impact of the Korean cultural wave on the attitudes and practices of Pakistani youth

This study delves into the profound influence of Korean culture on the behaviour of young Pakistanis, particularly in Islamabad. Korean popular culture, with its pervasive presence in music, television shows, movies, and other forms of entertainment media, has captivated a global audience. Through commerce, social media, and globalisation, Korean cultural traits have permeated many countries, including Pakistan. However, previous research on the Korean wave has largely overlooked its behavioural consequences in favour of its economic and political components. This qualitative study focuses on young Pakistanis who have been exposed to Korean culture for at least two years. The results of a thematic analysis of ten in-depth interviews revealed that Korean entertainment's originality and aesthetic appeal resonate with a younger demographic. After engaging with Korean cultural goods, they are more likely to invest time and money into Korean cultural events. Additionally, young Pakistanis are influenced by Korean cultural norms and practices through this involvement, which leads to significant changes in their language usage, gender roles, and social behaviours.