South Korea, one of the most developed Asian Tigers, has emerged as a hub of an emerging global phenomenon, expressing its cultural impact and public diplomacy through Korean dramas or series. TV dramas or series are one of the most popular genres of media, and Korean media uses them in a very impactful way. This Korean Wave, encompassing TV dramas, movies, and music, widely known as hallyu, has helped South Korea in nation-branding.
In the post-Cold War era, the triumph of the liberal world order paved the way for states to engage in different aspects of public diplomacy. From 1990 onwards, when the concept of soft power, given by Joseph Nye, started spreading across borders, a state like South Korea, sitting on a nuclear war fault line, had to change its ways of dealing with foreign audiences. Calling this effort “Creation of a New Korea,” President Kim Young Sam (1993–1998) liberalized the media to project the image of Koreans as “global citizens.” Economically, South Korea has proved itself to be a miracle, with Samsung, Hyundai, SK Group, LG Group, etc., appeasing global consumers with their products. Over the years, the country developed new globalization strategies to open up to the world, including promoting soft power through K-Dramas.
Today, dedicated fans of these seasons or dramas exist all over the world, with a major chunk in Asia. These series are one of South Korea’s most prized gems, acting as a source of escapism for many viewers. The use of cultural values in K-Dramas influences the audiences, and they feel attached to them. Obedience and respect, modesty, honesty, punctuality, and discipline, patriotism, social values, cleanliness, and promoting Korean food, language, and fashion are some of the major aspects of K-Dramas. These values set these dramas apart from American or Western TV series. Today, these Korean content industries dominate the Asian media space.
South Korea has recognized the potential of these tools to appease and engage with global audiences.
The famous K-Drama “Descendants of the Sun” (2016) has more than 1.5 billion views on the internet. In China, it was described as “a piece of great national service advertisement.” The drama focused on values like fighting for your motherland, helping victims, and waiting for miracles while hoping for the best. Another popular Korean season, “Crash Landing on You” (2019), has been observed as a tool of North and South Korean diplomacy, as the drama depicts harmony among people on both sides when one South Korean heiress accidentally lands in North Korea and seeks ways to return to the South.
The unique K-Drama “It’s Okay to Not Be Okay” (2020) adds a completely different dimension to K-Dramas, shedding light on a mental disorder, autism, and making viewers aware of this serious challenge, allowing them to build sympathy for such persons. “Hometown Cha Cha Cha” (2021) is another K-Drama that gives a glimpse of a regular neighborhood in a seaside village in Korea. The main idea is to reflect the simplicity of life in a small town compared to complicated lifestyles in Seoul and other cities.
Today, the characteristics of the Korean Wave highlight its hybrid nature, blending traditional Korean culture with modern elements that appeal to a diverse audience. Korean dramas have found success in different regions for various reasons; Americans enjoy them for relaxation, Europeans for their uncomplicated plots, Asians for lifestyle inspiration, and the Middle East for their emotional depth without explicit content. The government of South Korea has recognized the potential of these tools to appease and engage with global audiences.
The depiction of romance in Korean dramas, characterized by innocence and gradual development, resonates with Pakistani viewers who appreciate the modest approach to relationships.
People from different parts of the world today try to emulate Korean cultural values in their daily life patterns due to their notable impact. Individuals from all over the globe try to adopt many aspects of Korean culture. For instance, they learn the Korean language, try different Korean food items available in their country, visit South Korea for its worth-visiting places, promote tourism, get enrolled in scholarships at Korean universities, and many people try to imitate Korean behaviors like bowing while greeting, sitting on the floor while eating, and posing for pictures. Thus, the Korean culture portrayed in these dramas showcases a significant impact of K-Dramas on a global scale.
In Pakistan, a significant fan base for K-dramas has emerged, revealing a preference among Pakistani youth, particularly young girls, for East Asian media over Western media. In 2016, PTV Home broadcast a dubbed version of the South Korean drama “Nageen” to foster cultural ties between the two nations. The conservative cultures portrayed in Korean dramas align with Pakistani societal norms, emphasizing respect for family, elders, and traditional values. The depiction of romance in Korean dramas, characterized by innocence and gradual development, resonates with Pakistani viewers who appreciate the modest approach to relationships.
During the Covid-19 pandemic, Netflix and YouTube gained popularity as platforms for viewing Korean dramas, and viewers who started watching K-dramas to pass the time continued to follow them regularly. This highlights the enduring appeal of K-dramas in Pakistan and worldwide.
To sum up, South Korea effectively leverages its TV industry to engage with foreign audiences, projecting soft power and public diplomacy. While offering an escape from everyday life, K-dramas also depict fantasy and romance, raising standards of lifestyle, beauty, and love. This poses a challenge for K-dramas production hubs to balance fantasy with realistic portrayals and add more authenticity. As Korean dramas continue to gain popularity in Pakistan and worldwide, their impact on cultural exchange and understanding will likely become more pronounced. If the Korean Wave’s popularity sustains and grows among Pakistanis, it may lead to a notable cultural shift, showcasing the power of media in shaping global connections.