Influence of K-Pop Dramas on Pakistani Youth: A Case Study on Netflix’s Role in Cultural Transformation

Abstract

This study investigates the cultural influence of K-Pop and K-Dramas on Pakistani youth, emphasizing Netflix's role in shaping these preferences. Social Cognitive and Cultural imperialism theories applied in this study. Adopting a qualitative case study approach, the research utilizes focus group discussions to explore the perceptions of youth, parents, educators, and religious and cultural scholars. Four focus groups, each consisting of 6-8 participants, were conducted to examine shared experiences, cultural shifts, and differing perspectives. The findings highlight that while youth enthusiastically embrace Korean entertainment, citing its aesthetic appeal, storytelling, and emotional depth, concerns arise regarding cultural displacement, unrealistic beauty standards, and diminishing interest in local entertainment. Parents and educators emphasize the need for media literacy to foster critical engagement, ensuring that global media exposure does not erode Pakistani cultural values. The study underscores the necessity of a balanced media approach that encourages cultural exchange while preserving indigenous traditions. Given the qualitative nature of this research, future studies may benefit from a mixed-methods approach to quantify media influence further. Additionally, policymakers and content creators should develop compelling local content to sustain youth engagement with their cultural heritage while adapting to global media trends.