It is no secret that Korea has attracted massive interest from Indians and K-pop fans alike, owing not only to globally popular groups such as BTS and BLACKPINK, but also to the cultural similarities the two countries share: both celebrate Independence Day on August 15, rice is a staple food in each country, there is a similar language structure, and many more. However, one cultural nuance that has resonated with Indians more than ever is the shared experience of living under society’s “Log Kya Kehenge?” mentality—known in Korea as 비교문화 (Bigyo-munhwa/ comparison culture).
The origin of 비교문화 (comparison culture) in Korea dates back to the post-Korean War period, after President Park Chung Hee came to power. Under his leadership, the government promoted development through intense competition, frequently comparing Korea’s progress with that of neighbouring countries such as Singapore, Taiwan, and Hong Kong. Determined to rise after the devastation of the Korean War, South Korea adopted a ‘catch-up’ mentality that propelled it into the top 15 economies globally by total GDP and into the ranks of high-income developed nations.
What took Western countries centuries to accomplish was done by Korea within decades. However, this gave rise to a new social culture in Korean society.
Comparison began as a motivation for the nation to catch up economically with neighbouring East and Southeast Asian countries. In modern society, this catch-up mindset has morphed into a comparison culture in schools, workplaces, and families. People instinctively began comparing their academic results, job status, income, appearance, and lifestyles with those of others.
India is no stranger to comparison culture. “Log Kya Kehenge?”, a phrase every Indian has heard in various languages, and the fear surrounding it, are reflected accurately in Bollywood films such as ‘3 Idiots’ and short-form content produced by ‘FilterCopy’. The pressure to attend the best schools, achieve high scores in college entrance exams, attend the best universities, secure jobs at MNCs, marry, and purchase homes by a certain age are expectations collectively shared by Indian and Korean society.
However, while competition in India is intense—especially for exams like NEET, IIT-JEE, and UPSC—it is spread across different states, curricula, and institutions. So, while the competition and pressure exist, they are more regional in nature and are evaluated through diverse methods.
Korea, on the other hand, follows a more centralised benchmark, such as the 수능 (Su-neung)/CSAT—a college entrance exam taken by students across the nation—which makes comparison more uniform at a national level. Since the Korean population is smaller, more homogeneous, and more closely knit, comparison is felt more acutely in everyday life.
This is further portrayed in popular Korean dramas such as ‘The Doctors’, which revolves around parental expectations for children to achieve academic and career success. Jin Seo-Woo, played by Lee Sung-Kyung, faces constant scrutiny from her parents to maintain her academic standing and professional status, particularly when she finds herself compared to Yoo Hye-Jung, played by Park Shin-Hye.
What makes comparison culture and these Korean drama narratives striking for Indians is their familiarity. The pressure to excel academically is thrust upon Indian students as early as middle school, peaking after the Grade 10 board examinations conclude. The expectation to pursue a socially prestigious academic or career path, regardless of a student’s interests, persists in Indian society.
‘Career-stabilising’ courses such as business, medicine, and engineering are often the routes encouraged. The subtle jab at a student’s intellect when they choose to pursue a humanities-related course is portrayed in numerous episodes of ‘FilterCopy’, highlighting the frustration faced by the student community. Life choices often boil down to the phrase “Log Kya Kehenge?”, forcing many students to take a particular path in order to better fit society’s brutal expectations.
Perhaps this shared experience is why Korean culture resonates so strongly with Indians, and likewise. Beyond popular culture, Indians recognise familiar struggles, aspirations, and realities within Korean society. While comparison culture and “Log Kya Kehenge” may have emerged from different historical contexts, both reveal how societal expectations shape people’s lives. Creating a mutual understanding between India and Korea, one rooted in the shared challenge of balancing societal expectations with personal aspirations.
Image Credit: Respective owners
Written by: Deborah Sridhar
