The Hallyu Wave’s Influence on India (2024)

BY ISHIKA RAWAT

The Korean Wave, often referred to as the Hallyu Wave, has become a global cultural phenomenon that has captivated audiences all over the world and transcended national boundaries. The impact of Korean dramas, a significant element of the Hallyu Wave, on Indian entertainment tastes and social dynamics has grown steadily. This study investigates the complex effects of Korean dramas on Indian culture, looking at how they have changed the country’s entertainment scene and impacted many facets of daily life. This study explores the reasons behind the popularity of Korean dramas in India, the extent to which they have influenced cultural norms and values, and the implications for cross-cultural exchange between South Korea and India. It does this by utilizing both qualitative and quantitative research methods, such as surveys and content analysis. Through illuminating the complex relationship between media consumption and cultural identity, this study advances our comprehension of the widespread influence and enduring legacy of the Hallyu Wave

INFLUENCE ON YOUTH

The Hallyu Wave’s Influence on India (1)

Several studies done in India to check the influence of Korean culture or Hallyu on youth in India. One of which is published in the “International Journal of Creative Research Thoughts”. The study was used to check the current state of the Hallyu and analyse the influence on the behaviour and attitude of young people. The study was done on a sample size of 60 respondents from diverse age groups ranging from 13 to 32 years.

They were given a list of questions that they needed to answer and it provided valuable insights into the impact of the Korean wave on the youth. Based on the study’s findings the younger generation in India has been greatly influenced by the Korean wave with 85% of the Respondents saying that they were exposed to Korean culture through K Pop K dramas and K Beauty. Around 75% of the respondents demonstrated they have fostered an interest in Korean culture and the greater part of them revealed that they have attempted to learn the Korean language.

The Hallyu Wave’s Influence on India (2)

INFLUENCE ON LANGUAGE LEARNING

The Hallyu Wave’s Influence on India (3)

“Just for fun” is the #1 motivation of Asian language learners in Germany and India,This pattern is especially true in India, where at least 70% of learners are between 13 and 22.According to Duolingo, the top five languages Indians are learning are English, Hindi, French, Korean, and Spanish.

The primary reasons for the increase in learning of Korean language in India are K – drama and K – Pop. These dramas present a world of relatable characters navigating a spectrum of emotions, trials, and triumphs.

The Hallyu Wave’s Influence on India (4)

Korean dramas stand out for their diverse range of storylines and genres. India has climbed a few ranks to be among the top five or six countries contributing to YouTube music-video views of K-pop bands like BTS and BLACKPINK. On JioSaavn’s music-streaming platform, BTS was ranked 68th in January with approximately 780,000 streams amongst audiences that listen to English music.

INFLUENCE ON FOOD

According to data released by Flipkart, demand for kimchi has increased by 4.4 times. “We have witnessed a 1.5 times surge in the Korean food segment, which includes ramyeon, kimchi, and ginseng,” according to a survey done by the firm.

Additionally, Korean packaged foods are becoming increasingly well-liked on e-commerce sites like BigBasket and Amazon. Since March 2020, sales of food and other products have increased by 300% on Korikart, a South Korean e-commerce portal based in Delhi.

According to consumer market research conducted by London-based Euromonitor International, the adoption and consumption of Korean noodles in India were impacted by the rise in K-dramas’ viewership. According to a study conducted by the company, there was a 162% increase in the number of Korean noodles imported into India in 2020. Aside from the impact of K-dramas, Korean cuisine has become more well-known due to its health benefits. Indian consumers are not afraid to experiment with food and give it an Indian touch because of easy access to knowledge and online recipes.”

In response to the increasing demand for K-noodles, Indian fast-moving consumer goods (FMCG) businesses are recognizing this trend and diversifying their instant noodle offerings.
In November 2023, Maggi Korean noodles were introduced by Nestle India, expanding the Maggi brand. The two flavours available are BBQ chicken and BBQ vegetable. Three years prior, Nissin, the company behind Top Ramen instant noodles, introduced its Gekki K-noodle variation.
NielsenIQ, a consumer intelligence company, has released statistics showing that the size of the Korean noodles industry has increased from Rs 2 crore in 2021 to over Rs 65 crore in 2023. The influence of the Hallyu Wave on Indian society is wide-ranging and profound, especially in Korean drama.

The Hallyu Wave’s Influence on India (5)

Korean culture has greatly impacted Indian daily life, impacting everything from language acquisition and cuisine trends to entertainment preferences. The ongoing appeal of Korean entertainment is highlighted by the spike in interest among Indian youth, as seen by language learning numbers and consumption habits.

Furthermore, a growing love for Korean cuisine is reflected in the surge in demand for Korean food products. The Hallyu Wave’s impact in India bears witness to the potency of intercultural dialogue and the enduring allure of gripping narratives, as it continues to reshape global cultural environments.

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