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...

Kazakhstan’s Yenlik Brings Her Sound to COLORS

Kazakhstani singer and songwriter Yenlik has made history by becoming the first artist from Kazakhstan to be featured on the international music platform COLORSxSTUDIOS. Founded in Berlin in 2016, COLORSxSTUDIOS, commonly known as COLORS, has grown from a small creative experiment into one of YouTube’s most influential music platforms. Recognized for its minimalist visual style, each performance is filmed against a single-color backdrop without set design or special effects, placing the focus squarely on the music, the voice, and the artist. The channel now counts more than 8.2 million subscribers and over 3.5 billion views, cementing its status as a global tastemaker in contemporary music. Over the years, COLORS has showcased a wide range of talent, from emerging artists to international stars such as Billie Eilish, Drake, Doja Cat, and Joji. The platform describes its mission as an effort to “connect people, countries, and cultures on a creative and emotional level,” framing its global, genre-spanning approach as a form of cultural exchange as much as a musical one. Yenlik’s Voice: Rooted in Culture, Reaching Beyond Borders Yenlik, born Enlik Kurarbek, is one of the most prominent figures in Kazakhstan’s emerging musical wave. Her sound blends alternative pop with modern R&B influences, creating a style that feels both personal and closely tied to her cultural identity. The Kazakh language plays a central role in her work, not as a folkloric reference but as a contemporary form of expression. Her music reflects a broader shift in which Kazakh is increasingly present in global pop contexts without being confined to traditional or ethnic frameworks. Yenlik’s authorial sound, shaped by contemporary production and subtle national influences, is paired with an emotionally restrained vocal delivery that has become her signature. Observers suggest it was this originality that drew the attention of the COLORS curators. Known for prioritizing authenticity over commercial success, the platform seeks artists with strong individuality and a distinctive voice, qualities that align closely with Yenlik’s creative vision. From Rejection to Recognition For Yenlik, the invitation from COLORS marked a long-awaited milestone. She had previously applied to the project without receiving a response, making the eventual outreach from the platform all the more meaningful. “When the invitation came, I was overjoyed and burst into tears,” she recalled. “This project always felt so distant. Two years ago, we submitted an application with no response. And now, COLORS reached out to us first.” The performance was filmed outside Kazakhstan and completed within a few hours. Yenlik was struck by the production’s simplicity, defined by an absence of elaborate sets and large crews, and by the quiet intimacy that has become a hallmark of COLORS. The team fostered a welcoming atmosphere, and she was even able to choose the episode’s background color, which she described as symbolizing “true gentle strength,” a visual reflection of the emotional tone of her performance. Rising Digital Momentum Yenlik’s digital presence has continued to grow steadily, with her music gaining traction among younger audiences on social media. Her songs often circulate...