Hallyu Hits India: The Rise of Korean Wave

[{"selector":"#anim-e06a85a2-18f8-4bf5-827a-8a9b78594816","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c1cf0c6b-4844-44d6-9bac-dd10f2d96381","keyframes":{"transform":["translate3d(0px, 457.63847%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] 21 July, 2025 Credit: Wikimedia Commons

The First Wave: K-Dramas on TV (Early 2000s)

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K-Pop Cracks In: YouTube Era (2012-2015)

[{"selector":"#anim-aeb7c76a-fc45-4eb2-9e12-e25feed2b668 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate(-7.105427357601002e-15%, 0%) scale(1.5)","translate(0%, 0%) scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-2e9059ed-90dc-4d35-8750-676bd45a7929","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-5726123f-0aa0-4092-b54c-6ddd092a850b","keyframes":{"transform":["translate3d(0px, -734.55085%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-fdbbd636-8a1f-4745-9123-af6b0f7e8b08","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-3bacf856-de6c-43d0-87e6-6337e0a02cc4","keyframes":{"transform":["translate3d(0px, 288.56201%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-bf7674da-1a7d-4186-b681-bcaef01fa992","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-ef486ecd-69b2-42b0-9102-73d691092810","keyframes":{"transform":["translate3d(0px, 432.61655%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-4b53c57a-c80d-43f6-8470-de18c43fabcd","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-ad925a84-d8ef-40c6-be5d-6db036a3503e","keyframes":{"transform":["translate3d(0px, 451.38818%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] YouTube and social media brought K-pop into Indian bedrooms. PSY’s Gangnam Style was the viral spark. Credit: IMDb

BTS and EXO: The Global Hook (2016–2019)

[{"selector":"#anim-b9e2b6b7-01b4-4d28-b004-faea054bed6c [data-leaf-element=\"true\"]","keyframes":{"transform":["translate(0%, 0%) scale(1.5)","translate(0%, 0%) scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-22887c68-5a6d-4b5e-b818-7359ea8686bb","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-783e550a-35a4-41df-8337-d8656fdaf181","keyframes":{"transform":["translate3d(0px, -734.55085%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-33c0e71d-be7b-434f-84b5-fe0e01cec29d","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-6b21c570-8199-4249-9715-0c102ebc3201","keyframes":{"transform":["translate3d(0px, 215.62881%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-b927c7a2-cf87-454a-b065-77aae37bc22b","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-28c8ebb8-cff0-4afa-983a-8132b10c150d","keyframes":{"transform":["translate3d(0px, 434.22953%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-505959c5-0c78-4cb9-ae2c-a7be8600d6d9","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-b83cb5dc-d7fc-4c89-be15-46ffe9739f44","keyframes":{"transform":["translate3d(0px, 457.63847%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] BTS and EXO fueled a deeper K-pop obsession. Fanbases, streaming parties, and dance covers grew massively in cities. Credit: BigHit Music

OTT Goldmine: Dramas Rule (2020 Onward)

[{"selector":"#anim-b4157e52-cf39-4a6a-a8ac-8bf1bab65884 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate(0%, 0%) scale(1.5)","translate(0%, 0%) scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-798006b6-2d9e-49e6-9bc2-22db119bcd52","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-5d6c2b67-ceee-442a-99d9-c766194db5c7","keyframes":{"transform":["translate3d(0px, -734.55085%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-e44db2fc-b9c2-4470-9cf8-26e09acd6c5b","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-17dfe97b-7eba-4d73-931b-e550e06f5b55","keyframes":{"transform":["translate3d(0px, 227.71669%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-d931bbd4-44a8-44ce-8856-b5ba0b71cca4","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c659573d-c5db-466b-a5b7-599849d0c7fd","keyframes":{"transform":["translate3d(0px, 434.22953%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-0f1b423e-4254-40bd-af40-6307fed293bc","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-4ba814dc-e319-4d65-b884-6885b5b0ef63","keyframes":{"transform":["translate3d(0px, 457.63847%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] Pandemic lockdowns made shows like Crash Landing on You , Itaewon Class , and Vincenzo household names. Credit: Wikipedia

Desi Fandoms Take Over

[{"selector":"#anim-ff56dd7f-a385-4b36-bf4c-ba115a8dcaf6 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate(0%, 0%) scale(1.5)","translate(0%, 0%) scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-47cf5c4a-4c5d-4cc7-8fe2-fb4ce4aa06ac","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-a47f0764-b7ad-46dc-90ae-690277d851f9","keyframes":{"transform":["translate3d(0px, -734.55085%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-4472bfac-1b5b-45e4-9f10-0b3ef969272a","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-d1894a31-e336-436b-b260-60eb4d41bf5d","keyframes":{"transform":["translate3d(0px, 249.69474%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-389fb9a2-6ead-4a24-bcf8-8349c87c96e1","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-90dab0f1-5891-49fb-8974-855d998b6998","keyframes":{"transform":["translate3d(0px, 868.45907%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-18d6e845-08fd-4c65-be97-cbcf9cf9cd70","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-5abbfb02-3be1-469e-bcc4-4ac3e4638a43","keyframes":{"transform":["translate3d(0px, 457.63847%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] Fan clubs, cafe events, and K-pop dance crews have popped up across India—from Delhi to Guwahati. Credit: Pexels

Korean Culture Festivals & K-Beauty Craze

[{"selector":"#anim-99cc4b8e-b82b-4039-b522-79af622fa411 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate(0%, 0%) scale(1.5)","translate(0%, 0%) scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-3d382ee6-e15e-4ba6-a41e-89ea08b0dec4","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-77cadf03-23ab-4ebc-b060-109a91bc2c64","keyframes":{"transform":["translate3d(0px, -734.55085%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-b567bec8-8cd3-4dac-9cb6-f60912f9f85c","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-264a8df6-6682-43cc-85a3-a26f166d4bb9","keyframes":{"transform":["translate3d(0px, 215.62881%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-0e37d83e-7b39-4a5c-916a-53ac75a76b71","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-755164e7-efdc-4ea9-a1ba-894f4e4d0f26","keyframes":{"transform":["translate3d(0px, 434.22953%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-4eaa386d-ff14-4f40-a28e-c3e975673bc8","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-5528dcc2-1317-4c09-b991-4bba70194a49","keyframes":{"transform":["translate3d(0px, 457.63847%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] K-Food, K-Beauty, and Korean language learning surged, with Korean Cultural Centres holding events every year. Credit: Pexels

Cultural Fusion: A Two-Way Street

[{"selector":"#anim-e1dbe1cf-bb75-4daf-b2af-beb0bc1c2ae9 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate(0%, 0%) scale(1.5)","translate(0%, 0%) scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-a513fb33-cb0d-47f1-be85-d4db4c6d7978","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-684dc2d1-e108-4539-8e1d-ec6642f5e1ce","keyframes":{"transform":["translate3d(0px, -734.55085%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-35d77730-7191-4fdd-a506-4e7e95d8095d","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-aec7fb6a-dd15-458d-a3df-90831fcd9580","keyframes":{"transform":["translate3d(0px, 173.64799%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-33991b1a-438f-4dfc-8d8f-115bc0198e38","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2da3a000-84a5-4ebf-a735-6b8ab4020f07","keyframes":{"transform":["translate3d(0px, 434.22953%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-1966df02-ee2b-4fdd-b095-0134b09fd806","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-cc4e70a2-1efc-4163-874f-d6ba309b52fa","keyframes":{"transform":["translate3d(0px, 457.63847%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] Indian creators are now collaborating with Korean influencers. Bollywood stars also express love for K-dramas and K-pop. Credit: Pexels

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