By: ABID SIDDIQUE CHAUDHRY
The World Ambassador
TWA
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The Ministry of Foreign Affairs (MOFA) of the Republic of Korea is currently conducting the “Vibe with us” Relay Challenge through its official public diplomacy Instagram page, @mofa_koreaz.
This initiative aims to foster empathy toward the challenges faced by today’s younger generation—such as economic inequality, limited opportunities, generational and familial conflicts, loneliness, and social isolation—and to share messages of solidarity and hope beyond national boundaries.
The “Vibe with us” Challenge is a global relay campaign designed to bring comfort and connection through the sharing of diverse aspects of K-culture. Participants are invited to post photos or short videos using the Instagram Reels template, featuring a K-hand sign and expressing their own “My K”—a symbol of the K-culture that has inspired or comforted them personally.
In particular, the campaign has gained momentum in Pakistan thanks to the challenge promotional videos created by Mr. Majid Mushtaq, a Pakistani YouTuber and alumnus of the Global Korea Scholarship (GKS) program, and Ms. Leneha Junsu, an active K-Influencer as a part of the Ministry of Culture, Sports and Tourism’s international initiative. Their promotional videos on Instagram have encouraged many Pakistani citizens who admire Korean culture to take part in the challenge.
The Embassy of the Republic of Korea in Pakistan has also been actively promoting the campaign. In addition to supporting the challenge, the Embassy hosted a KOREAZ promotion event during various public diplomacy programs, including the K-Wave Festa held in October at Serena Hotel in Islamabad. These efforts aim to enhance Pakistani citizens’ understanding of Korea’s policies, knowledge, and culture through the @mofa_koreaz Instagram page and the KOREAZ YouTube channel.
The Embassy stated, “We plan to continue strengthening mutual understanding and cultural exchange between the peoples of Korea and Pakistan through a variety of public diplomacy initiatives,” adding that “the latest updates on related events and activities can be found on the Embassy’s official Instagram account @koreanembassy_pakistan, as well as the Ministry of Foreign Affairs’ public diplomacy Instagram @mofa_koreaz and YouTube channel ‘KOREAZ.’”
