Cultural Hybridization in Food Marketing: A Comparative Study of Korean-Flavored Instant Noodle Advertisements in Pakistan, South Korea, and Indonesia

Abstract

The study explores the cultural influence of Korean and Indonesian advertising strategy on Pakistani Instant Noodle advertising, especially those that promote Korean taste products through Shoop and Knorr. With the rise of the growing global reach of Hally Wave and hybrid marketing techniques, brands across borders are adopting similar visual style, narrative devices, and cultural references. Through the analysis of the content of four brands, Samyang (Korea), Indomie (Indonesia), Shoop (Pakistan), and Knorr Pakistan, this research investigates repeated visual offers, narrative structures, emotional appeal, and repeated samples in symbolic cultural indicators. These results show that Pakistani brands not only follow international trends but are actively connected to global advertising strategies, especially those who use Samyang and Indomie. However, it is not absolute to adopt. Pakistani advertisements still maintain strong local themes such as family relations, religious settings, and language slogans, which suggest hybrid advertising points. This study has concluded that Pakistani instant noodles are taking a strategic change in advertising, which is combining global influence with local authenticity to appeal to prepare consumers' priorities in a highly competitive market.