Do you find yourself captivated by South Korean culture? Whether you’re hooked on K-dramas, devoted to K-Pop groups, or perhaps a bit bewildered by the global phenomenon, one question remains: how did this incredible craze begin?
What is ‘Hallyu’?
Known as ‘Hallyu,’ or the ‘Korean wave,’ this term describes the worldwide fascination with all aspects of South Korean popular culture. It originates from the Chinese term ‘hanliu,’ signifying the widespread appeal of Korean entertainment.
The Rise of the Wave
While Korean entertainment was accessible in India, it truly began to cultivate a dedicated fanbase in the 2010s.
A pivotal moment arrived in 2012 when South Korean rapper and singer-songwriter Park Jae-sang, famously known as Psy, unleashed ‘Gangnam Style’ upon the world. The track became an instant global sensation.
This catchy tune rapidly spread across India, becoming a staple at school events, wedding celebrations, and college festivals – a status it remarkably holds even today. Psy’s immense success with ‘Gangnam Style’ effectively opened the floodgates for the K-Wave in India, paving the way for numerous other K-Pop groups and artists to find a passionate audience.
South Korean singer Psy performing his iconic hit ‘Gangnam Style’ at a concert.
However, it was during the global lockdown that India’s fascination with Korean culture truly skyrocketed and became firmly established. With people confined to their homes during COVID-19, many turned to streaming platforms like Netflix and Prime for entertainment, leading to a significant surge in Korean drama viewership across India.
The globally renowned female K-Pop supergroup, Blackpink.
According to Euromonitor data, K-drama viewership on Netflix surged by an astounding 370% in 2020 compared to the previous year. This growth was fueled by compelling storylines, intense emotions, and surprising plot twists, often reminiscent of India’s own popular soap operas. Beloved K-dramas like Vincenzo, Business Proposal, Kingdom, and What’s Wrong With Secretary Kim quickly became fan favorites.
Recognizing this burgeoning interest, Indian streaming platforms such as Zee5 and MX Player began dubbing K-dramas into various regional languages, making them accessible to an even broader audience nationwide.
On the music front, the K-Pop sensation BTS released their first English track, ‘Dynamite,’ in 2020. This song, with its vibrant visuals, dynamic choreography, and irresistible rhythm, not only achieved global chart-topping success but also dramatically expanded the group’s already massive fanbase. Music streaming service JioSaavn reported that prior to January 2020, BTS held the 68th spot with approximately 780,000 streams. By October of the same year, amidst the pandemic, their ranking soared to eighth place, boasting an impressive listenership exceeding 2.3 million. Today, groups like Blackpink, TXT, Twice, and Stray Kids are also enjoying significant popularity across India.
The globally beloved K-Pop supergroup, BTS.
The Widespread Impact
India’s embrace of Korean culture is enthusiastic and far-reaching. Fans express their devotion through elaborate birthday projects for beloved idols and actors, organized fan meet-ups, group streaming parties, and viral random dance challenges to showcase their K-Pop choreography skills. The nation has truly immersed itself in the Hallyu wave.
Even official collaborations are blooming. Nagaland, famous for its annual Hornbill Festival, has engaged with the Republic of Korea to organize music festivals in Kohima. Such initiatives foster cultural exchange and deepen the Indian youth’s appreciation for Korean music and traditions.
Korean fashion has also seen a dramatic rise in popularity, with trends like bucket hats becoming a widespread staple among young people.
A traditional Korean outfit, known as Hanbok.
K-Pop and K-dramas significantly shape fashion preferences. The distinct styles of idols in music videos and their casual ‘airport looks’ serve as major fashion inspirations for Indian fans. K-dramas, too, contribute to this trend with their elegant cuts, soft pastel palettes, and smart-casual aesthetics, captivating Indian audiences. Social media amplifies this influence, as creators experiment with Korean-inspired looks, making these styles readily available through online retailers.
Another example of Hanbok, a beautiful Korean traditional outfit.
Beyond entertainment and fashion, K-Pop and K-drama enthusiasts are developing a keen interest in learning the Korean language to better understand their beloved songs and series. While initial engagement relied on English subtitles, fans gradually pick up common words and phrases. Today, expressions like ‘saranghae’ (I love you) and ‘annyeonghaseyo’ (hello) are frequently heard in casual conversations among friends.
This cultural influence extends even to governmental levels. In 2020, the Indian government introduced a new education policy that designated Korean as one of eight foreign languages available for study in Indian schools, a clear acknowledgment of the burgeoning interest in Korean culture and language.
Further solidifying bilateral ties, New Delhi houses the Korean Culture Centre India (KCCI). Established by the Ministry of Culture, Sports and Tourism (MCST) of the Republic of Korea, its mission is to build a cultural bridge between the two nations. The KCCI actively promotes cultural understanding through art exhibitions, theater productions, film and animation screenings, and popular K-Pop contests.
Statistics Confirming the Surge
The rapid growth of South Korea’s fanbase in India is well-documented by statistics. A 2023 Facebook Analytics report revealed over 15 million Indian consumers of Korean cultural products, including K-pop music and K-dramas. Furthermore, the language learning app Duolingo identified Korean as the fourth most studied language in India on its platform, ranking just behind Hindi, English, and French.
Addressing the Challenges
While passion is admirable, there are instances where enthusiasm for K-culture can go too far. Concerns have arisen regarding potential identity loss or cultural disconnection, particularly among teenagers. The prevalence of often unrealistic beauty standards portrayed in social media can also contribute to insecurity. Additionally, the limited number of official K-Pop concerts in India remains a point of frustration for many fans. It is vital for everyone, especially younger enthusiasts, to maintain a balanced and healthy relationship with the culture, recognizing the importance of setting boundaries.
The iconic ‘finger heart’ gesture, widely popularized by the Hallyu wave.
From a dedicated niche to a booming mainstream sensation, Hallyu’s journey in India has been remarkable. With an ever-expanding and increasingly vocal fanbase, it’s clear that this vibrant cultural wave is here to stay for the foreseeable future.