From Disha Patani-Tiger Shroff Being K-Pop Fans To Janhvi Kapoor Loving Korean Food: Here’s How India Is Embracing The Hallyu Wave

Korean Dramas, K-Pop, and Korean cuisine have grabbed everyone’s attention over the last few years, becoming the talk of the town for the entire world. In India specifically, their popularity and the number of social conversations around it have exploded exponentially. From BTS concert talks and their special meal offerings at fast food chains, to Bollywood stars fangirling / fanboying over K-pop, to fan clubs for BlackPink, Seventeen and others growing, along with enthralling K-pop events being organised, Indian K-pop sensations like Shriya Lenka rising through the ranks, and K-drama shows being remade, we’ve seen massive growth in the K-fandom and demand for K-dramas and K-pop in India.

It all started with PSY bringing K-Pop to the world's attention with his viral global hit - Gangnam Style. The song marked the beginning of a remarkable ascent for Korean culture, especially in India. However, while the Hallyu wave (Korean wave) was growing slowly and steadily, it was only during the pandemic that it accelerated with people across the country and the world looking for interesting and engaging content. They turned to K-dramas, which in turn led them to K-pop, Korean fashion, skincare, and food, which have all surged in popularity. 

This rise in popularity can also be witnessed through the Korean entertainment industries creating milestones with Parasite becoming the first foreign film to win an Oscar, Squid Games captivating audiences as the most-watched show on Netflix, and BTS claiming the title of the biggest boy band group worldwide. It's evident that none of these achievements can be attributed to mere chance.

But, how has K-pop managed to thrive as a flourishing industry in India? In fact, Hallyu wave’s influence extends beyond metropolitan cities and has percolated to Tier 2 and 3 cities as well, something that other industries and brands have failed to do! Well, the Indian introduction to K-pop started way back in the early 2000s in Manipur, especially after Hindi-language content was banned by the Revolutionary People's Front, a separatist group at that time. As a result, Korean cinema, shows, and music became increasingly popular, often through pirated sources. Local cable stations then went on to air content from Korean channels like Arirang and KBS World, gradually introducing the K-pop subculture to other Northeastern states.

This initial spark was amplified further with the virality of Gangnam style, the emergence of BTS as well as Blackpink and undeterred access to their songs, along with the introductions of popular Korean dramas on channels such as Zee Café as well as on platforms such as Netflix, Amazon Prime, amongst others. This gradually led to a massive growth, and today, Korean culture has permeated into the country from all angles. In fact, not only are live concerts featuring popular artists like KARD and EXO being planned, but with it being so deeply embedded in the country’s pop-culture, platforms such as Roposo and creators as well as influencers across different social media channels are also creating content around K-Drama and K-Pop to entertain the Gen Z. The upcoming concert by BTS in India is also a testament to this ongoing trend. But what are the emerging trends of Korean culture in India, especially in the Entertainment space? Read on to find out…

The immense popularity of K-dramas in India serves as a testament to the irresistible allure of Korean culture. Shows like Squid Games, Crash Landing on You, and Descendants of the Sun have emerged as blockbuster hits on Netflix in India. This phenomenon has even sparked a surprising trend: Indians are now actively learning Korean, showcasing the cultural impact that few could have predicted. The impact of K-dramas and K-pop on Netflix viewership in India is also evident, with a staggering year-on-year increase of 370% reported in 2020. What’s more is that since the time Korean dramas have gained enormous popularity, some filmmakers have taken rights of remaking shows / movies such as Signal (Gyaarah Gyaarah), Suspicious Partner (A Legal Affair), amongst others. 

Thanks to the easy accessibility of K-dramas through platforms like Netflix, Amazon Prime and Hotstar, numerous popular social media platforms also have dedicated segments for K-drama content. For instance, on Roposo, India’s leading creator-led LIVE platform, there is a dedicated segment for K-drama reviews, where top live streamers speak about Korean shows / movies, its nuances, its impact, what works for them and what doesn’t, amongst other things. Their reviews give more than 80 million Gen Z users access to understand the content and immerse themselves in the world of K-dramas. These reviews cover the latest hits, hidden gems, and must-watch classics in the vast K-drama universe.

The global spread of Korean food, including in India, can also be attributed to the immense popularity of K-dramas. Seeing their favorite characters eat some flavorful and delightful dishes that they’ve never eaten before, pushed people to try out new and unique dishes. From kimchi to Korean fried chicken, Indians tried and developed a fondness for the savory flavors of this cuisine.  In fact, according to a study by the Ministry of Commerce and Industry in India, the import of Korean noodles saw a volume growth of 162% after the K-pop and K-drama boom.

This surge in popularity should come as no surprise, considering the shared ingredients between Korean and Indian cuisine. Staples such as rice, noodles, vegetables, meats, and flavor enhancers like sesame oil, chili, pepper, soy sauce, and spices are common to both culinary traditions. Taking this trend forward and popularising it further, creators and influencers are also posting content on Korean food. Bollywood stars like Disha Patani, Janhvi Kapoor and others have also spoken about Korean food and their love for it in the past! What’s more is that Roposohas also started a dedicated segment of Korean fusion food. This segment delves into the unique gastronomic adventure of blending the flavors of Korean cuisine with the aromatic spices of Indian ingredients, offering a delightful culinary fusion.

The rise of K-pop in India has been nothing short of phenomenal, captivating the hearts of Indian audiences across the country. With its catchy beats, energetic dance routines, and charismatic performers, K-pop has emerged as a global phenomenon in recent years. Indian fans have also embraced this musical genre wholeheartedly, showcasing their love and support through various platforms.

One shining example of this is BTS, a South Korean boy band that has amassed a massive fan base in India. Their songs, such as "Dope" and "Boy With Luv," have garnered millions of views on YouTube and have topped Indian music charts. Another noteworthy example is BLACKPINK, a popular girl group known for their powerful performances and chart-topping hits like "Kill This Love" and "DDU-DU DDU-DU." Their music videos have amassed millions of views on video-sharing platforms and have left a lasting impression on Indian fans. The rise of K-pop in India has undoubtedly added a new dimension to the country's music landscape, with more and more Indian artists and fans being inspired by the infectious energy and creativity of this genre. 

In fact, even Bollywood stars such as Disha Patani, Diljit Dosanjh, Ayushmann Khurrana, AR Rahman have confessed their love for BTS, while Tiger Shroff and Armaan Malik have pledged their allegiance to EXO. 

Korean sensations have amassed a massive fan base in India, particularly through social media platforms where fans eagerly follow every update about upcoming albums. The passion of K-pop stars runs so deep that they meticulously dissect every aspect, with YouTube and Instagram pages like Dylan Ginno's Ginno TV garnering massive hits as they rate and review K-pop music. India’s leading LIVE platform - Roposo also has a dedicated segment where fans gather to discuss Korean music video reviews, analyzing the artistic brilliance, choreography, and storytelling behind each video. These mesmerizing productions highlight the magic and creativity that goes into crafting them. Roposo also offers a segment dedicated to Korean Album unboxing. In this segment, viewers have the opportunity to unravel the mysteries held within Korean music albums and uncover the hidden musical treasures they contain. By engaging in this activity, viewers are able to immerse themselves in the rich and diverse world of Korean music, exploring new artists, genres, and songs.

With Instagram and YouTube buzzing with the latest content from K-pop artists, Indian fans are hooked on interviews and live performances. In fact, as of 2023, India has started seeing its own emerging K-pop idols, including 19-year-old Shriya Lenka and Aria.

As more and more Indian fans embrace K-pop, it has become a unifying force that bridges cultural gaps and fosters a sense of global community. The unparalleled passion and dedication of K-pop enthusiasts continue to contribute to the growth and popularity of this vibrant genre in India, promising an exciting future for the K-pop phenomenon in the country.

All in all, Korean culture especially K-Drama, K-Pop and Korean Food is gaining massive popularity in India and Gen Z is lapping it up. Bollywood and the entertainment industry has also opened this Korean wave with open arms and it will be interesting to see how this develops over the coming few years!