The Influence of Korean Culture on Uzbekistan: Personal Stories and Impressions

From fan meet-ups in shopping malls to Korean universities and supermarket shelves stocked with beauty brands, Korean culture in Uzbekistan has long ceased to be a niche interest. Yet behind bright music videos and conversations about Korean standards lies a more complex picture. For some, it represents a sense of community and part of personal identity; for others, it is a passing trend or even a source of disappointment. How exactly is the Korean wave structured in Uzbekistan, and why is its influence perceived so differently? The answer lies in personal stories and observations. How the Korean “Wave” Is Structured in Uzbekistan When discussing the influence of Korean culture in Uzbekistan, it is important to recognize that this is not a single, monolithic phenomenon. Rather, it consists of several parallel streams that have gradually entered everyday life. These include popular culture — K-pop, television dramas, fan meetings, and new urban leisure formats — as well as consumer practices such as cosmetics, fashion, and gastronomy. Institutional ties also play a role, including language centers, university programs, cultural associations, and humanitarian initiatives. In academic discourse, the concept of the Korean Wave, or Hallyu, refers to the global spread of South Korean cultural products and associated lifestyles beyond the country’s borders since the late 1990s. Mass media, internet platforms, and carefully designed state cultural policy have played key roles in this process. In Uzbekistan, Hallyu has taken on a particular resonance. Here, Korean culture is not merely a trend introduced through new media; it is also part of the country’s social fabric. Uzbekistan has a historically significant Korean community composed of descendants of Koreans resettled during the Soviet period. For many people, interest in contemporary South Korea is therefore linked not only to fashion or pop culture but also to questions of identity, memory, and intergenerational dialogue. Pop Culture and Urban Aesthetics The most visible and widely discussed channel of influence is youth pop culture. It is through this sphere that the Korean wave becomes most noticeable. Researchers in the region describe K-pop as one of the main drivers of Hallyu’s popularity in Central Asia, including Uzbekistan. Interest in music often leads to language learning, the formation of fan communities, and increased online engagement. For many, everything begins with a music video, bright, dynamic, and visually polished. Then come fan chats, dance cover groups, and attempts to analyze song lyrics. Music becomes a form of social glue, bringing teenagers together in Telegram channels, on university campuses, and in shopping malls where spontaneous flash mobs take place. Alongside this runs what might be called the drama channel. Korean television series in Uzbekistan are no longer a niche interest. Academic publications analyze their growing popularity and explore why this format has proven so resilient and widely appealing. The explanation is often found in a combination of emotional storytelling, family-centered plots, and visual aesthetics that resonate with local audiences. Pop-cultural influence does not remain confined to screens; it spills into the city itself. In 2023, Korea...