Shifting Tides: How Pakistan’s Culture Has Changed in 10 Years
Ten years may not seem like much, but in Pakistan, the past decade has reshaped culture in ways that touch almost every part of daily life. From what we wear and eat, to how we work, learn, and connect with each other.
Let’s walk through how much has changed in the blink of an eye
Revival of Handcrafts
Where the world drowns in fast fashion, Pakistan’s centuries-old arts, including but not limited to pottery, weaving, and embroidery, have finally found new life. Whether through Hunar Foundation workshops or the Instagram shops of young artisans, handmade has become fashionable again.
The Rise of Fashion Powerhouses
Pakistani fashion is no longer just for desi weddings. Designers like HSY, Elan, and Sana Safinaz have blurred the line between tradition and modernity, making ethnic wear something you can flaunt beyond mehndi stages and reception halls. Up-and-coming labels like Qumadi are also redefining desi wear with fresh cuts and bold takes on heritage design. Take a look at this stunning 2025 summer collection by Sana Safinaz
But fashion in Pakistan isn’t just about bridals and formals, finally the streets are having their moment too. Young Pakistanis have always worn rebellion on their sleeves, literally. Their edgy fits are more than style; they’re statements. Brands like Raastah are pushing Pakistani streetwear onto global runways while making local prints and pop-culture references a nationwide phenomenon.
It’s fashion that’s unapologetically Pakistani. It resonates with loudness, rooted, and forward-looking all at once.
Music in the Digital Age
From Coke Studio redefining qawwali and folk for a younger generation, the rise of Pasoori, and to independent musicians dropping raw tracks on YouTube, Pakistan’s soundscape is buzzing again.
The dhol still echoes through streets and festive stages, but now it shares space with EDM drops, indie guitars, and experimental beats.
Artists like Ali Sethi are breathing new life into classical ghazals, blending them with contemporary arrangements that appeal to both Gen Z and the diaspora, his new album Love Language is a testament to Pakistani folk music merged with the sharp modernity of today’s beats.
Meanwhile, the Pakistani rap and hip-hop scene is exploding globally. Young stunners have taken the crowd by storm, their raw storytelling and lyrical genius tackle everything from politics to social issues that the streets roar with.
And why should pop stay quiet then? Solo artists like Abdul Hannan, Hassan Raheem and Amna Riaz keep experimenting, making music that’s unmistakably Pakistani yet globally relevant. The result? A rich, eclectic soundtrack to modern Pakistan, one where centuries-old rhythms coexist with cutting-edge production, proving that our culture can honor its roots while dancing boldly into the future.
Storytelling Festivals and Literature
Pakistan’s literary scene is no longer just for quiet readers tucked away in libraries; it’s a full-on cultural movement. Events like the Karachi Literature Festival and Lahore Literary Festival have turned reading into a platform where thinkers, writers, students, and storytellers converge to debate, perform, and celebrate words.
The Funoon Forum is also taking the stage by storm. It has become the ground base for panel discussions with contemporary authors, to live storytelling sessions, celebrating the richness of Pakistani literature, breathing new life into it.
Young readers are diving into a mix of classic and modern works. Some of our top picks are:
The Silver Screen Comeback
For years, Pakistani cinema felt like a relic of the past. But films like The Legend of Maula Jutt, with its sensational cinematography and lighter plots like Teefa in Trouble, have cracked open tough conversations and reignited love for local storytelling.
Fast forward to today, and multiplexes are buzzing with everything from socially conscious dramas to big-budget rom-coms. Hits like Laal Kabootar, Cake, and Joyland have captured both critics’ and audiences’ attention, blending bold narratives with stunning visuals.
Television, too, has evolved. Pakistani dramas such as Parizaad, Zindagi Gulzaar Hai, and Raqeeb Se are redefining the small screen with nuanced characters and gripping storylines that appeal to younger viewers, while still honoring classic storytelling techniques.
And It’s not just adults who are getting spoiled for choice, Pakistan’s animation and family-friendly content is making waves too. Take Burka Avenger, the trailblazing animated series that combines superhero action with social messages about education, equality, and justice.
The silver screen is no longer stuck in the past — it’s vibrant, diverse, and speaking directly to a new generation hungry for stories that feel both familiar and daringly fresh.
Education & Awareness
The rise of organizations like The Citizens Foundation (TCF) and a flood of online learning platforms has brought education closer to children who once had no access. DigiSkills & e-Rozgaar, aren’t school programs, instead they’re career launchpads. DigiSkills.pk (a federal initiative) has trained over a million people in freelancing, marketing, and graphic design. Punjab’s e-Rozgaar, meanwhile, focuses on digital skills for youth, turning college grads into online earners.
Literacy is no longer just about schools, it’s happening on screens, in community centers, and even via WhatsApp lessons. Across the country, classrooms have popped up on phones, tablets, and community centers, breaking the barriers of access and geography
Food as a Global Ambassador
Pakistani food has finally claimed its global spotlight, and about time too. The “chai latte” is a café darling in New York, Karachi biryani has cult status in London, and Lahore’s smoky BBQ is now whispered about in Dubai food tours. Our food isn’t just traveling – it’s thriving.
Back home, the scene is just as electric. Instagram foodies have turned our kitchens and dhabas into stages, documenting everything from steaming nihari at 6 a.m. to experimental fusion tacos stuffed with seekh kebab. Scroll through your feed and there’s a recipe for every craving you didn’t even know you had, and yes, someone’s already taste-tested it for you.
From Peshawar’s chapli kebabs sizzling on the street corner to Karachi’s loaded bun kebabs, Pakistan is now serving up its own food narrative, loud, unapologetic, and Instagram-ready. Just follow this insane food series by Hamza Bhatti!
The Startup Spirit
If necessity is the mother of invention, then Pakistanis are the overachieving children. From e-commerce to fintech, startups are reshaping daily life in ways that are impossible to ignore. Bykea turned the humble bike into a city-wide taxi service, Cheetay delivers your midnight cravings faster than your chai cools.
Innovation isn’t just happening in offices, it’s in our pockets, our kitchens, our commutes.
Tourism Reimagined
Once upon a time, tourism in Pakistan was mostly postcards of mountains and history books. Now? It’s a whole vibe. The opening of the Kartarpur Corridor put Pakistan on the spiritual tourism map, while Hunza has become an influencer’s backdrop of choice (drone shots, fairy lights, and all). From Skardu’s glassy lakes to Gwadar’s rugged coastline, Pakistan’s natural beauty is finally getting its global close-up.
And the best part? Locals are leading the charge. Eco-lodges, homestays, and community tours are making sure travelers don’t just visit Pakistan, they experience it, chai in hand, sunset on the horizon.
The Big Picture
So, what does it all add up to? A country in motion. One minute you’re sipping doodh-patti at a roadside dhaba, the next you’re scrolling Spotify to stream a Pasoori remix. You can still find hand-stitched kurtas in Anarkali Bazaar, but you might be paying for them with a QR code.
It’s a tug-of-war between old and new and that’s the beauty of it. Pakistan today is messy, vibrant, digital, and deeply rooted all at once. It’s a culture that refuses to sit still, and honestly? That’s exactly what makes it worth watching, and worth celebrating.
