Emirati Youth Forge Unique Hybrid Identity Through Korean Wave, Study Finds
- Zaheer Shahin
- Nov 17, 2025
- 2 min read
A new academic study conducted by media graduate student Zaheer Shahin at the University of United Arab Emirates University reveals that Emirati youth are actively blending South Korean cultural influences with their local heritage to create a unique "Emirati-Korean" hybrid identity, challenging concerns about cultural imitation.
The research, based on in-depth interviews with 22 Emirati fans of Korean culture, found that social media platforms like Instagram, TikTok, and YouTube are the primary gateways for this cultural exchange. Participants demonstrated a strategic adoption of Korean trends, particularly in beauty and fashion, while firmly rejecting elements that conflict with local values.
A key finding is the construction of a "values bridge," where Emirati youth identify shared principles like respect for elders and strong family ties between the two cultures. This bridge makes Korean culture relatable and, surprisingly, often strengthens the youths' own Emirati identity. "Knowing about Korean culture makes me happy... and I am very happy with my own Emirati cultural identity," one participant, identified as Interviewee 9, stated.
The study documented clear shifts in consumption habits, with over half of the female participants actively purchasing and using Korean beauty products. Fashion trends, such as "softer looks," were also adopted, though trying Korean food was more hesitant.
This cultural negotiation has led to visible hybrid practices. Participants reported combining traditional abayas with Korean-inspired makeup, visiting cafes that serve both Emirati coffee and Korean desserts, and adopting social gestures like the "finger heart."
The research highlights the active role of youth, who act as "curators" of their identity. "It's not about replacing my traditions; it's about adding new ideas..." explained Interviewee 19.
The study's author Zaheer Shahin, notes that while the findings are significant, they represent a specific, highly-engaged subgroup of Emirati youth, as all participants were recruited from Korean-interest groups. Of the 22 participants, 18 were female, aligning with global trends in Hallyu fandom. The research methodology, relying on self-reported data from fans, may also overstate the Korean Wave's influence on the general Emirati youth population. This phenomenon needs to be studied further said Zaheer, the paper is being submitted to ICA and the United Arab Emirates - College of Humanities and Social Sciences Research Grant for more deeper researcher.
The paper and the PowerPoint summery can be downloaded for a detailed reading. This news story is based on the research presentation "Emirati Youth & Korean Wave - Cultural Identity Transformation Through Social Media: South Korean Influence and Hybridization of Emirati Identity" by Zaheer Shahin. The underlying research paper and PowerPoint are the copyright of the author.
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