
The Korean wave has certainly seen a significant rise in India during the pandemic, and K-Drama and K-Pop are seeing massive demand from fans and new followers as well. In response to the growing popularity of the Korean wave in the country, many online and offline events are held to show people what they are consuming online. And these extend not only to K-Drama and K-Pop, but also to food, beauty and culture in general.
Korean singer PSY’s 2012 viral hit “Gangnam Style” may have started the Korean wave in India, but it certainly wasn’t the origin. The existence of K-POP in India dates back to the late 90’s when in Northeastern part in Manipur Bollywood films were not allowed to watch because law imposed by the Separatist group Revolutionary Peoples Front to make Manipur independent.Not so much offered, the locals turned to Korean content and it got it’s popularity from their on.

Increasing demand for Korean content is fueling competition between India’s Amazon Prime Video and Netflix. Amazon Prime Video is the first company to launch Parasite and Minari in the country. Hotstar, MX Player, Viki and Viu are also involved in the Korean wave effect. Discovery + launched the “Star vs Food” series featuring the Korea Tourism Organization (KTO) and K-POP idols to introduce Korean food to India. Some prominent dramas are: Crash Landing on You, Squid Games, Descendants of the Sun and many more more , the reason of these Korean content popularity is that as an audiance, Indian’s find Korean content relatable to them.

According to Hyun Woo, Kross Komix co-founder, president and CEO Thomas Kim predicts that South Korea’s webtoon, or digital comics, will be the next big thing.Kross Komics is India’s only webtoon platform launched in December 2019. In just about 1.5 years of operation, the app has been downloaded more than 4.5 million times, about half of which are women. “With the numerous webtoons in the romance / romantic comedy category and the world’s best-selling stories, this new format of content has become a very interesting alternative to the dramas and movies”.

“In 2020, the blockade caused by Covid-19 is said to be one of the reason to the popularity and acceptance of Korean culture in India through dramas available on multiple video streaming platforms and the different Korean music band whose craze is extraordinary. South Korea’s food exports hit a record high, boosted by social media posts from Asian celebrities and the popularity of the movie like “Parasite” and drama like”Crash Landing on You”. The widespread of k-pop, k-movies, and k-drama has evolved into a fan culture, especially among the urban youth of the country. Following k-pop music and movies, K-Food and cooking have undergone a major makeover to reach the larger Indian market. K-cuisine is all the rage, especially on social media, in the form of food challenges like Mukbang, “said Hwang Il-young, director of the Korean Culture Center India .
The Korean wave, the growing global popularity of Korean culture, swept India a few years ago, but exploded during a pandemic. Supported by the OTT platform, which has a large investment in Korean programs, the number of people who started watching K-Drama and listening to K-Pop has skyrocketed. Recently, the language learning app Duolingo surveyed 1,013 people in 10 cities in India and found that Korean is the fastest growing language in India. It was the 7th most popular language for Indians in 2020, but it has risen to the 5th in 2021 and will continue to rise. Duolingo’s 2021 audio report attributed this primarily to the release of Squid Game in 2021.




































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