The Korean wave, or Hallyu, has been around since the 1990s, but with the increased penetration of the Internet and streaming services in India, as well as the outbreak of the pandemic, the Indian populace has begun to devote more time to exploring foreign cultures and content, causing the wave in India to witness a boom like never before.
The rise of Korean culture and socio-cultural exchange in the General and Indian context
The Indian market has been greatly influenced by their culture. McDonald’s took advantage of this by introducing a special BTS lunch. The 10-piece Chicken McNuggets, medium World Famous Fries, medium Coke, and Sweet Chili and Cajun dipping sauces are all inspired by popular McDonald’s South Korean dishes.
In another event, Samsung has announced the release of the Galaxy S20+ BTS Edition. For their “Galaxy A80 Blackpink edition,” they collaborated with the K-pop group Blackpink.
Netflix has committed a large investment of KRW 770 billion (about USD 701 million) to generate more Korean content in response to the rising popularity of K-dramas. Talking about the Indian cast in Korean dramas, Anupam Tripathi, an Indian actor, was seen in the recent popular K-drama ‘Squid Game,’ in which he had a key role.
DishTV last year launched “K-Drama Active,” a channel that features Korean dramas dubbed in Hindi. Popular K Pop music and dance acts are interwoven amongst the main programs on the schedule.
K-pop has also made it to Vh1 India. The music channel’s September 27 tweet read: “All your Kpop favorites have a new home!
Tune in to Vh1 K-Popp’d starting this Monday, and dance along with idols every day. So get your Fanchants ready!”
In addition to food and television shows, Indian youngsters have consumed the style of attire. Between March and December 2020, sales at Korikart, an India-based online marketplace for goods, increased by 300 percent. Aside from that, the northeastern area of India has seen widespread adoption of Korean fashion.
Korean is one of the foreign languages that will be taught in schools beginning in the upcoming academic year, according to the National Education Policy (NEP) 2020. Between March and November 2020, the language learning website Duolingo reported a 256 percent rise in Korean learners in India.
According to India’s Ministry of Commerce and Industry, the amount of noodles in the country has increased by 162 percent by 2020.
The rise of culture in the context of North East India: Prospects, present scenario
Another fascinating fact is that in 2019, Korea funded a celebration of the rare fall flowering of Himalayan cherry blossoms in Shillong, when India and South Korea joined together for the first time to commemorate the event.
In Dimapur, Nagaland, a Korean café called “Korean Uncle’s Cafe” offers a Hanbok (traditional attire) experience chamber.
In October last month, South Korean delegation led by officials from the Republic of Korea’s Embassy in Delhi, the Korea Trade-Investment Promotion Agency (KOTRA), the Korea International Trade Association (KITA), and the Korea Chamber of Commerce and Industry in India (KOCHAM) met with Assam’s Commerce and Industry Department Secretary, Manvendra Pratap Singh, in Guwahati on Thursday to discuss the feasibility of investment in various sectors of the state.
To summarise, India has adopted Korean culture, which will most likely continue to rise shortly.