By Lalarukh Michael for Invisiblites
Korean Culture is a force worth acknowledging, it is Korea’s world and all of us merely exist in it. This can’t be truer than in Pakistan’s urban centers, there is hardly a person who isn’t aware of the terms K-pop and K-drama. This cultural wave known as “Hallyu” has undeniably swept the world off its feet carving K-pop and K-dramas as an undeniable niche. It’s rare to find someone here who hasn’t been touched by their allure. If not directly, they would have come across it somewhere on the radio, in TV ads, or the shopping malls. The vibrant beats of K-pop, with its electrifying choreography and mesmerizing idols, echo in cafes, schools, and homes alike. There was a time when K-pop was a thing for teenage girls but with the growing popularity it is becoming a lifestyle for the adult woman as well. Meanwhile, K-dramas have woven themselves into our evenings, their heartwarming tales and captivating plot twists sparking countless discussions among our peers through groundbreaking movies like Parasite, and Train to Busan and TV series like Squid Games. Experimenting with different genres, the industry has been successful in gathering several male audiences as well. This global phenomenon is a shared language of passion and connection among the youth, a testament to how art transcends borders. The surging wave of K-pop and K-dramas is seeping through Pakistan and anchoring its sprouting roots in the lives of a generation obsessed with Korean culture.
‘Ramen’ is the new national snack
Ramen has taken Pakistan by storm. In Karachi where people line up for hours on end just to be associated with a distant culture, this comforting bowl of noodles has found its way into the hearts and kitchens of food enthusiasts across the country. A few years back, ramen was a thing restricted to the TV screens with only two kinds of noodles found across Pakistan, Maggi and Knorr. However, the steaming ramen bowls brimming with rich broths, tender noodles, and vibrant toppings have engulfed the bustling urban centers in their voguishness, shadowing the once beloved brands of noodles. Now the racks of the grocery stores are piled up with different brands of costly ramen noodles waiting for the curious and eager buyers. With flourishing Korean food businesses, various Korean cafes and restaurants are providing authentic Korean taste to a generation with a growing love for global flavors.
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K-Fashion reshaping the wardrobes
K-fashion isn’t just a trend – it’s a cultural phenomenon. Korea has become a fashion capital from where fashion brands are drawing inspiration. Social media buzzes with influencers showcasing these dynamic looks of gender-neutral fashion, retro revival, luxury meets casual, and the hint of African American influence. Monochromatic color palettes are a thing of discussion while local boutiques and online stores race to meet the soaring demand. Wide-length jeans, chunky boots, and pearly pieces of jewelry proudly sit across the shelves of the high-edge brands of Pakistan. With K-fashion sweeping through urban cities, captivating hearts and redefining style with its bold fusion of vibrant colors, edgy designs, and minimalist elegance, the customized T-shirts, caps, diaries, school bags, lunch boxes, key chains, and photo frames of the K-POP idols are discovered among the local markets of Pakistan, ironically which is the liberty not enjoyed by Pakistani artists.
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K-Beauty is the true beauty
Korean beauty products are no joke, and Pakistani women have acknowledged it. Korean glass skin is the new obsession, with the never-ending reels ranging from homemade products to high-end premium products for attaining flawless, dewy, and translucent skin is the foremost step to beauty. The coveted trend has sparked a wave of enthusiasm among skincare enthusiasts. People are investing in elaborate 10-step routines, layering hydrating toners, serums, and sheet masks to achieve that radiant, lit-from-within glow. Social media is brimming with tutorials and product recommendations, while beauty stores are flooded with Korean skincare brands offering everything from snail mucin to Centella-infused creams. This yearning for porcelain yellow skin is further adding kindling to Asia’s obsession with fair skin.
These charismatic, unearthly idols and actors with their otherworldly visuals seem like celestial beings and are the products of stringent dieting, intense beauty regimes, and often surgical procedures. However deeming them to the title of being unreal would be quite unfair, considering that surgeries, strict dieting, and beauty regimes are common in Korea, and being in the media puts them under more pressure to follow them. Unfortunately, these notions are building their home in the minds of the young viewers. Young girls especially are practicing overly restrictive eating; as the surgeries, along with the collagen, and whitening injections are the new famous talks of the town.
Korean- a new favorite language of Pakistan
“South Korea brought K-pop and K-dramas to the world. The Korean language could be next”
CNN World
Korean is one of the fastest-growing languages globally, surpassing traditional rivals like Chinese in several markets, reflecting the widespread influence of the “Korean wave.” In 2022, it ranked as the seventh most-studied language on Duolingo, with notable popularity in South and Southeast Asia, including the Philippines, Thailand, Indonesia, and Pakistan. Despite Chinese remaining the second most-spoken language worldwide, it has fallen behind Korean on Duolingo, ranking eighth for several years. Korean is now the second most-studied Asian language on the platform, just behind Japanese, thanks to the global spread of Korean culture, or “Hallyu.”
While K-media remains a significant source of entertainment, Korean culture is steadily becoming a phenomenon in Pakistan. From cuisine to language, the younger generation is increasingly captivated by Korean culture. It’s becoming evident that we’re living in South Korea’s world. Alarmingly, this cross-cultural exchange is leading to homogenization, where local culture dilutes, and unique identities blur.
Lalarukh Michael is a story writer and English Lecturer. She works as the Head of Department of English Department at Roots International. Her interests include art, history, literature, music, and movies.
Photo credits: Wikimedia Commons
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