GLOBIVOX

Introduction

What began as teenagers secretly streaming K-Dramas with subtitles has now exploded into a billion-dollar cultural phenomenon in India. Gen Z isn’t just consuming Korean culture—they’re living it. From K-pop playlists and K-drama binge nights to skincare routines and Korean food festivals, the "Hallyu Wave" has taken deep root in India’s youth. But this story goes beyond fandom. It’s also about how a nation’s culture became a business powerhouse, influencing everything from beauty markets to fashion, food, and even India’s economy.

This article dives into how Korean culture went from being “that cool foreign thing” to an aspirational identity—and why India’s Gen Z is leading the charge.

The Rise of the Hallyu Wave in India

The term Hallyu—literally “Korean Wave”—was first coined in China in the late 1990s, but in India, it found traction much later. The real boom came with the internet. YouTube, Spotify, Netflix, and later platforms like TikTok (before its ban) opened floodgates for K-pop and K-drama to travel seamlessly.

Groups like BTS and BLACKPINK became household names. Their music videos weren’t just songs—they were cultural events. When BTS’ Dynamite hit global charts, Indian fans organized flash mobs in malls, online streaming parties, and Twitter campaigns that trended for days.

By 2020, India was among the top 10 global consumers of K-pop content. But more interestingly, the fandom wasn’t restricted to metros like Delhi or Mumbai—it was equally strong in places like Guwahati, Imphal, Kochi, and Bhubaneswar.

K-Dramas and the Emotional Connection

While K-pop brought the energy, K-dramas brought intimacy. Indian audiences, long used to Bollywood’s masala and endless soap operas, found freshness in the way Korean dramas told stories.

Themes of family, friendship, romance, and struggle resonated deeply. Shows like Crash Landing on You, Goblin, and Descendants of the Sun became cult favorites. Gen Z loved the aesthetic cinematography, relatable emotions, and strong female leads. Unlike Indian daily soaps, which often dragged on for years, K-dramas offered compact, binge-worthy storytelling.

This emotional connection has been so strong that even language became secondary—many Indian Gen Z now pepper their chats with Korean words like annyeong (hello) or saranghae (I love you).

K-Beauty: The Skincare Revolution

Arguably the biggest commercial success of Korean culture in India is K-beauty. From sheet masks to snail creams, Korean skincare brands have transformed the Indian beauty industry.

For Gen Z, skincare became a ritual, not a chore. The famous “10-step routine” popularized by Korean beauty influencers made Indian youth rethink self-care. The rise of brands like Innisfree, Etude House, and Laneige in Indian malls and e-commerce platforms is proof of demand.

Even Indian companies adapted—Nykaa, Sugar Cosmetics, and others launched K-inspired products. TikTok and Instagram Reels flooded with “glass skin” tutorials. What was once a niche interest turned into mainstream beauty aspiration.

K-Food: From Kimchi to Cafés

Food is another cultural bridge. Gen Z Indians, already experimental with sushi, ramen, and bubble tea, quickly embraced Korean food. Dishes like kimchi, tteokbokki, bibimbap, and Korean fried chicken became trending hashtags on Zomato and Instagram.

Cafés in Delhi, Mumbai, and Bengaluru started serving authentic Korean dishes. Even in smaller towns, Korean instant ramen (like Samyang spicy noodles) became viral thanks to YouTube challenge videos.

Food delivery apps reported surges in Korean food orders during K-drama releases or BTS comeback days—a fascinating mix of culture and consumption.

K-Fashion: Streetwear Meets Aesthetics

K-pop idols are as much fashion influencers as they are singers. Their oversized hoodies, plaid skirts, pastel hair, and sneaker culture shaped Gen Z fashion in India.

Online platforms like Shein (before its ban), YesStyle, and Amazon saw booming sales of Korean-inspired outfits. Streetwear brands in India also picked up the cues, blending Korean aesthetics with Indian sensibilities.

K-fashion became aspirational: simple, minimalistic, yet trendy. For Gen Z, it wasn’t just about wearing clothes—it was about expressing identity.

Social Media & The Fan Economy

Korean culture wouldn’t have thrived in India without social media. Fan groups on Twitter, WhatsApp, and Instagram act like mini-marketing armies.

• Fanbases raise funds for charity under idol names (e.g., planting trees on BTS member birthdays).

• They organize café events, banner ads, and flash mobs.

• They crash online polls to push their idols to the top.

This fandom culture isn’t just about obsession—it’s about community, belonging, and shared joy. For Gen Z, it’s also activism. Many K-pop fans in India have used their platforms to raise awareness about social justice, climate change, and even political issues.

From Fandom to Business

The Korean wave has opened doors for business opportunities in India.

• Beauty: Korean brands like Innisfree and Etude House now have offline stores.

• Food: Chains and startups bring K-food to Indian cities.

• Media: OTT platforms like Netflix and Viki heavily promote K-content to Indian viewers.

• Language: Korean language institutes in India are booming, and universities are offering Korean studies.

Gen Z isn’t just spending on products—they’re investing in skills and experiences. Learning Korean, visiting Seoul, or opening fan cafés are now part of entrepreneurial dreams.

Why Gen Z Resonates With Korean Culture

So why did this cultural takeover succeed where others failed? Three reasons stand out:

1. Relatability: K-dramas and K-pop reflect universal themes of love, struggle, and ambition—things Gen Z relates to.

2. Aesthetic Appeal: Korean content is polished, visually appealing, and designed for global youth.

3. Community: Fandom culture gives Gen Z a sense of belonging in a digital-first world.

Unlike Western culture, which sometimes feels distant, Korean culture balances tradition with modernity—a duality that appeals deeply to Indian Gen Z navigating their own cultural identities.

The Future of K-Culture in India

The Korean wave is not slowing down anytime soon. If anything, it’s only growing. With India’s youth being digital natives, the influence will seep into deeper layers: collaborations between Indian and Korean artists, more K-food chains, cross-country e-commerce, and even political soft power.

In the future, we might see Korean culture not just as an import but as part of India’s own youth identity. It has already moved from fandom to lifestyle—next, it could evolve into career paths and cultural exchanges shaping the Indo-Korean relationship.

Conclusion

K-pop may have been the gateway, but today, Korean culture in India is a multi-industry phenomenon—music, drama, beauty, food, fashion, and business. Gen Z has not only embraced it but transformed it into a cultural currency.

From BTS albums to sheet masks to spicy noodles, Korean culture has become a way for India’s youth to express who they are, what they value, and the communities they belong to. It’s no longer just a wave—it’s a revolution.