ISLAMABAD ( WNAM REPORYT ): The Ministry of Foreign Affairs of the Republic of Korea has launched a global public diplomacy initiative titled the “Vibe with us” Relay Challenge, aimed at fostering empathy, hope, and cross-cultural understanding among youth worldwide including in Pakistan.
The initiative seeks to highlight the challenges confronting today’s younger generation, such as economic inequality, shrinking opportunities, generational divides, loneliness, and social isolation. Through the campaign, the Korean government hopes to encourage young people across borders to share messages of solidarity, comfort, and inspiration.
The “Vibe with us” Relay Challenge invites participants to create short Instagram Reels using a special template that incorporates a K-hand sign. Each participant is encouraged to express their own “My K,” representing an aspect of K-culture—whether music, film, food, language, or personal inspiration—that has offered them comfort or motivation.
In Pakistan, the campaign has gained remarkable momentum due to the promotional efforts of popular content creators. Majid Mushtaq, a well-known Pakistani YouTuber and alumnus of the Global Korea Scholarship (GKS) program, and Leneha Junsu, a K-Influencer associated with Korea’s Ministry of Culture, Sports and Tourism, have produced engaging videos encouraging Pakistani audiences to join the challenge. Their content has resonated widely, inspiring many K-culture enthusiasts across the country to participate.
The Embassy of the Republic of Korea in Pakistan has also played an active role in promoting the initiative. Alongside supporting the relay challenge, the Embassy organized a KOREAZ promotional event during its public diplomacy programs, including the K-Wave Festa hosted in October at Serena Hotel, Islamabad. These efforts aim to deepen awareness of Korea’s culture, policies, and global engagement through platforms such as @mofa_koreaz on Instagram and the KOREAZ YouTube channel.
In a statement, the Embassy reaffirmed its commitment to expanding cultural exchange between Korea and Pakistan, noting, “We plan to continue strengthening mutual understanding and cultural ties through a variety of public diplomacy initiatives.” The Embassy also encouraged the public to follow its official Instagram account @koreanembassy_pakistan, along with @mofa_koreaz and the KOREAZ YouTube channel, for updates on future events and activities.
