THE KOREAN WAVE IN INDIA

Over the past few years, Korean culture has gained remarkable popularity in India. Known as the Hallyu Wave, this cultural movement has introduced Indian audiences to K-pop, K-dramas, Korean fashion, food, and beauty trends

What started as a niche interest has now become a mainstream cultural phenomenon, largely driven by social media and global streaming platforms.

K-pop bands like BTS, Blackpink, and Twice have built massive fan bases in India, inspiring dance covers, fan clubs, and online communities.

Similarly, Korean dramas such as Squid Game, Goblin, and When Life Gives You Tangerines have attracted viewers with their emotional depth, strong characters, and high production quality. Easy access through platforms like Netflix and Viki has allowed Korean entertainment to reach audiences beyond language and cultural barriers.

Korean fashion and skincare have also influenced Indian markets. The popularity of “glass skin” routines and Korean beauty products has led to a surge in K-beauty brands being sold both online and in stores. Korean cuisine, including ramen, kimchi, and tteokbokki, is also gaining popularity, with restaurants and cafés offering authentic flavours across major Indian cities.

Vedansh Varshney

“I feel that Korean culture has provided fans with a safe space and a community where people can express their love for Korean culture, K-pop, and the Korean language,” says Vedansh Varshney, aka @desikpopper.zip, a digital creator.

“A lot of people also find comfort in Korean entertainment like K-pop and K-dramas, as opposed to what the Indian entertainment industry has to offer audiences these days,” he adds.

“It has also led many students to choose South Korea as a destination for higher education, as they wish to explore the country due to its growing cultural popularity,” he shares.

Despite its positive impact, this growing influence also has its drawbacks. Excessive admiration for Korean beauty standards can create unrealistic expectations and affect self-esteem. Overindulgence in K-dramas and fandom culture may result in the neglect of local art forms and languages.

In essence, while the Korean Wave strengthens cultural exchange and creativity, it is important for audiences to enjoy it mindfully, embracing its charm without losing touch with their own rich cultural roots.