The Korean Wave: How India Fell in Love with K-Dramas, K-Pop, and Kimchi

Reported by Shruti Sneha
Mumbai, 2nd December 2024: “From binge-watching K-dramas to slurping savoury Korean noodles, India has a new cultural crush, and it’s here to stay.” India’s cultural and culinary landscape has changed dramatically over the previous decade, particularly during the pandemic.

From Hallyu to Bollywood and Other Ways the Korean Wave Invaded India

The Hallyu, or Korean wave, has swept across the nation in a wave captivating this generation and the younger generations at large. From catchy beats of K-pop and engaging contents of K-dramas into food, beauty products, and eventually language, let’s dig deep about how this wave transformed to a tsunami of cultural interchange and what it brings for Indians.

Korean culture has been a source of inspiration for India’s young people, combining traditional values with modern innovation. K-pop artists such as BTS and BLACKPINK have broken down language boundaries, uniting fans across countries with exhilarating performances and relatable themes. Meanwhile, Korean dramas such as “Crash Landing on You” and “Squid Game” have transformed living rooms into emotional rollercoaster theatres. For a generation seeking new experiences, South Korea’s cultural exports provide an intriguing retreat.

On talking with a K-Drama fan and a student of Journalism from Hyderabad, Eeshna Dashottar said “The Korean entertainment industry is being welcomed so well in India. What was once a phenomenon felt only in some pockets of India is now becoming such a big craze in the country. We now have prominent artists from the K-Pop industry coming to India for fests like the K-Wave Festival. Korean actors are also wishing to collaborate with the Indian entertainment industry. I’ve been a fan of K-Pop and K-Dramas since 2017 and I have seen an increase in enthusiasm since then. I feel the Korean culture fandom and influence in our country will surely grow in the years to come!”

But Hallyu is more than just entertainment. It’s a full cultural experience that encompasses fashion, beauty, and, most importantly, food. From bright skin care regimes to hot bowls of bibimbap, South Korea’s impact is changing Indian tastes and preferences.

Korean Cuisine: India’s New Favorite Flavor

You’re not the only one who has noticed the sudden increase in Korean eateries or who has been addicted to spicy instant ramen. A growing passion for all things Korean has propelled Korean cuisine from fringe to mainstream in India. Imports of Korean foods, including noodles and sauces, have reportedly increased dramatically from $1.5 million in Financial Year 20 to $12 million in Financial Year 24. India’s desire for Korean flavours is evident from this eightfold surge.

Especially the case of the noodle market, it’s very interesting. Sales of Korean noodles were meagre at Rs 2 crores in 2021, but within just two years, it has surged to a whopping Rs 65 crores in 2023. The trend is the most striking in metropolitan cities such as Bengaluru, Mumbai, Delhi-NCR, and Hyderabad wherein sales of Korean food items, online food delivery platforms recorded an upward surge of 400 percent in early 2023 itself.

The charm of Korean culinary culture lies in its variety. From the hot punch of kimchi to the umami-rich delight of Korean barbecue, there’s something for everyone’s taste. Indian consumers have embraced these foods for both their robust flavours and the cultural connections they represent.

Language and Lifestyle: Beyond the Plate

The Korean wave has had an impact on how we communicate and live, in addition to tempting our palates. Korean is now the fourth most popular language on Duolingo in India, after Hindi, English, and French. It is this linguistic curiosity of understanding lyrics, dialogues, and cultural nuances firsthand that’s propelling fans to pick up this language.

From a standards-of-beauty standpoint, the 10-step routines of Korean skincare are breaking grounds and influencing markets. Brands are doing fabulous businesses both online and on offline store shelves in Korea with words such as ‘glass skin’ joining the beauty vocabulary in India.
Even in terms of fashion trends, waves were caused where people started going for more oversized clothes and pastel colours alongside sleek aesthetics.

Hallyu has also proven to be a boost for business ties between the two nations. South Korea is India’s 13th largest FDI partner with investments of USD 5.9 billion as of June 2024 from December 2020 onward. These collaborations cut through industries like electronics, automobiles and, of course, food and beverage.

However, the relationship is not without its challenges. The Indian trade deficit with South Korea has ballooned because of high barriers in the form of strict non-tariff measures that prevent Indian exports. Indian goods find an increasing market for Korean goods, but more balanced trade dynamics would foster mutual growth.

Sustaining the Wave

The strength of the Korean wave necessitates carrying out these waves into the future through thoughtful cultural exchange and economic collaboration. Gaps in trade and barriers would need to be bridged in order to have a lasting partnership. Meanwhile, there lies an exciting opportunity for Indian hospitality and F&B to innovate and integrate Korean cuisine with Indian tastes, creating a true taste uniquely Indian.

For fans, that means another chance to explore a culture that’s as rich and layered as the flavors of a well-made kimchi stew. And for business, culture is what sells sometimes in bowls, sometimes in beats, always with stories connecting.

So, whether you’re honing your Korean pronunciation, grooving to the latest K-pop hit, or savouring a steaming plate of tteokbokki, one thing is certain: the Korean wave isn’t just a trend; it’s a cultural phenomenon that will last.