Fiction, Fantasizing, and Romanticizing: Studying the Effect of Korean Dramas on Pakistani Youth


  • Areeba Saeed University of the Punjab, Pakistan
  • Shehar Bano Shabbir University of the Punjab, Pakistan
  • Shehryar Abbasi COMSATS University Islamabad, Lahore Campus


Korean Wave, Korean Dramas, Youth of Pakistan, Emotionally


The study tends to investigate the effects of Korean dramas on Pakistani youngsters following the incredible popularity post pandemic globally and among Pakistani consumers as well. Fictional drama has always been among the most popular genres of entertainment among youngsters due to its fantasy and romanticism. Korean fiction is reported to be the sensation of time among young Pakistanis. Drawing on theoretical foundations from Cultivation theory the study has investigated and analyzed underlying factors behind popularity of Korean dramas. A sample of 300 students have been surveyed through a questionnaire developed on 5 points Likert scale questionnaire. The findings have suggested that Korean drama content has profound effects on Pakistani youth. They fantasize Korean lifestyle, romanticize their folktales and feel a strong desire to visit Korea to explore real time experiences. All the proposed hypothesis have been proven with the p-value of 0.01.