Anoushka Nag
Author is an Undergraduate Student, School of Language Literature and Culture Studies, Jawaharlal Nehru University, New Delhi. This article was an outcome of the ‘Korea Centre Summer Internship Programme-2023′.
Hallyu, more popularly known as the Korean Wave, encompasses the global popularity of Korean popular cultures such as K-pop music and K-dramas. Hallyu stems from the Chinese word hanliu (韩流), which means the popularity of Korean popular culture. Recently, everything related to Korean popular culture has gone global. According to the Korean Foundation report, the number of Hallyu fans exceeds 156.6 million, which is a huge number compared to South Korea’s population of 51.96 million! The popularity of Korean popular culture has emerged to become the most important source of South Korea’s soft power.
In India, too, the rise of Hallyu or the Korean Wave has been meteoric, with Indians being a huge fan base of K-pop music and K-dramas. According to a report by Facebook Analytics, there are over 15 million consumers of Korean cultural products such as K-pop music and K-dramas in India, and the number is growing. This boom has led to an increase in the popularity of the Korean language, making it the fastest-growing language in India. According to a report by Duolingo, a popular language learning app, Korean is the fourth most accessed language on its app in India after Hindi, English and French. This shows the popularity of the Korean language in India. This trend is assumed to continue in the coming days.
The Beginning of Hallyu in India
Although K-drama, K-pop or K-anime had been available in India for the entire first decade of the 21st century, it was not popular until PSY’s “GANGNAM STYLE” was released and became an instant sensation in India and around the world. Such was the fever of the song that celebrities in India from Virat Kohli to Amitabh Bachchan danced to its infectious tune. It was even mentioned in former Indian President Ramnath Kovind’s speech welcoming Moon Jae-In, President of the Republic of Korea. Ramnath Kovind said, “Korean popular culture has also charmed us. From Gangnam Style to the Korean band BTS, our youth are captivated by the tunes of these iconic pop groups – even though many of them have never visited Gangnam!” After that, the popularity of K-dramas and K-pop continued to grow, with Korean music groups such as BTS, EXO, BLACKPINK and TWICE becoming the most popular in India. BTS, in particular, has a large and passionate fan base known in India as the “ARMY”.
The real rise of Korean popular culture in India occurred during the COVID lock-down in 2020, a time when people were confined to their homes and sought solace in streaming services such as Netflix, Viki and other OTT platforms. The increasing availability of such platforms has made the accessibility of Korean entertainment content way easier for Indian audiences. As people came to terms with the restrictions during the lock-down and had more time on their hands, they turned their attention to exploring a wide range of entertainment options. It was against this backdrop that the irresistible charm of K-pop emerged, captivating fans across India with its unparalleled performances, infectious tunes and alluring glamour.
Euromonitor’s data reveals a remarkable surge in K-drama viewing among Indian audiences, as Netflix saw a staggering 370 per cent increase in K-drama viewership in 2020 compared to the previous year. According to data from the music streaming service JioSaavn, there has been a significant shift in the popularity of the South Korean boy band BTS among English music listeners. In January 2020, before the pandemic, BTS was ranked 68th with around 780,000 streams. By October of that year, however, their position had jumped to eighth place, with over 2.3 million streams. This surge in popularity clearly shows the immense growth in the fan base for BTS and their music, as more and more audiences have embraced their unique sound and captivating performances. These statistics highlight BTS’s remarkable rise in the music industry.
Moreover, Korean drama appealed to them because of its content and drama. It somehow showed the similarity to the soap Opera, where emotions are always high and there are many twists and turns. That’s why the adoption of K-drama was attractive, but also familiar. For example, “It’s Okay Not to Be Okay” is a top-rated South Korean television drama series that aired from June to August 2020. It has attracted a lot of attention globally and has become a phenomenon in all over the Indian subcontinent. The drama revolves around the complex lives of three characters and illustrates the themes of healing, mental health and overcoming past traumas by intertwining reality and fairy tales. And it became an instant hit in India because Indian fans could relate to it on an emotional level. After all, it left an everlasting impact on the minds of audiences embracing their vulnerabilities and past dealt traumas.
The Influence of K-wave in India
The recent surge in the popularity of Korean culture has led to a growing admiration for various aspects associated with it. This includes a fondness for the food consumed by Korean celebrities and the culinary delights depicted in Korean dramas. There is also a newfound interest in Korean fashion trends. The impact of Korean culture extends beyond the country’s borders, as evidenced by its global influence. This is particularly evident in the realm of language, where the Oxford English Dictionary recently recognised the importance of Korean by adding 26 Korean words to its lexicon. Notable additions include terms such as ‘K-drama’, ‘Hallyu’ and ‘kimbap’.
In 2020, the Indian government introduced a new education policy allowing Korean to be taught as one of eight foreign languages in Indian schools. The move reflects the growing recognition and importance of Korean language and culture in India. During the famous Hornbill Festival, a joint effort between the Government of Nagaland and the Republic of Korea organised music festivals in Kohima. These events have served as platforms for cultural exchange, fostering a deeper understanding and appreciation of Korean music and traditions among Indian audiences.
Korean celebrities have also gained considerable popularity in India, with names such as Song Joong-ki, Jung Hae-in, Kim Woo-bin, Son Ye-jin, Hyun Bin, Gong Yoo, Kim Go-Eun and many others becoming household names. Their captivating performances and magnetic presence have captivated Indian audiences and contributed to the growing admiration for Korean entertainment.
To meet the growing demand, Indian platforms such as Zee5 and MX Player have taken the initiative to dub Korean shows into Indian languages. These localisation efforts allow a wider audience to enjoy K-dramas, further boosting their popularity in the country. Sripriya Ranganathan, India’s ambassador to South Korea in an interview with Al Jazeera, said that “There is a kind of appeal of South Korean culture … a kind of familiarity [with] all the aspects of South Korean culture which is what has made them [K-dramas] such a hit”.
The growing popularity of Korean culture has also led many people to take up the study of the Korean language. As a result of binge-watching dramas, people have started using Korean words like ‘saranghaeyo’ and ‘annyeonghaseyo’ in their conversations with friends. What began as a trend following K-pop, K-movies and K-dramas has now blossomed into a fervent fan culture, especially among the nation’s youth.
The Rising Popularity of the Korean Language
The love for South Korean culture has transcended language barriers for many Indian fans. When they first started listening to K-pop, they had to rely on the English lyrics to understand the songs. However, over time, many started to learn a few words or phrases so that they can enjoy them without the need for translation. The immersive experience of watching K-dramas has played a significant role in improving understanding of the language.
Subtitles, while helpful, are not enough for many Indian fans who want a deeper connection with their idols. As a result, there has been a surge in interest among fans to learn the Korean language. The desire to understand the messages of their favourite icons and singers first-hand has motivated them to learn the language.
Personally, after watching many K-dramas during the lockdown, like many others fans, I found myself incorporating Korean words like “saranghaeyo” (I love you), “noona” (older sister), “oppa” (older brother), “namja-chingu” (boyfriend) and “annyeonghaseyo” (hello) in my everyday conversations with friends. This points to the growing affinity so much so that people incorporating the words Korean into their everyday vocabulary.
The Korean Language programme was first introduced in India by then erstwhile ‘Centre for Japanese, and North East Asian Studies (This center was later reconstituted in 2013 and named as Centre for Korean Studies)’ of JNU in 1976 by the, where is offered as a Pre-Degree Diploma course.later in 1995 it finally launched the a full-time B.A.(Hons) programme and M.A. in 1998. Subsequently it started MPhil. and P.H.D in 2013. And over the years it has become the largest center in India which is offering Korean language programme. The University of Delhi, one of the most prestigious institutions in India also through its Department of East Asian Studies provides Korean language courses including Postgraduate Intensive Advanced Diploma, Part time courses. Beside this, East Asian Studies department of D.U. also offer Korean language as part of course in M.A. /M.Phil.
Besides these, other central universities such as , Jammia Millia Islamia University, Central University of Jharkhand, and Manipur University has been offering full-time B.A. and M.A. Degree programme. Also, the Korean Cultural Centre India (KCCI) is one of the important institutions imparting Korean language and tradition in India. It gives Korean language instructions at diverse ranges and organises cultural events, competitions, and workshops. Recently, it signed 27 MOUs with various Indian Schools across India for Korean language class support and cultural exchange.
Korean multinational companies’ investments in India have resulted in high demand for skilled professionals proficient in the Korean language. This expansion has been aided by the growing popularity of Korean culture, entertainment, and professional prospects in South Korea. Consequently, various government and private institutions across the country began to provide Korean language courses to cater to this demand. Till date, various private language institutes and academies have been established across major Indian cities that offer Korean language courses. Over the years, there has been a consistent rise in the number of students enrolling in Korean language courses and workshops in India. The growing demand for Korean language learning is reflected in the rising enrolment figures at institutions such as the King Sejong Institute (KSI), which promotes Korean language and culture worldwide. In the first half of 2020, 703 students were enrolled in 40 courses at four KSI centres. By 2021, this number had grown to 2,749 students in six centres offering 60 courses. According to a survey conducted by Duolingo, a popular language learning app, more than 56 per cent of respondents said they were influenced by pop culture trends, including movies, OTT shows and web series, to learn a new language. It also revealed that Korean is now the fourth most popular language among Indians using the app, highlighting its growing popularity.
In a survey I conducted at JNU among Korean language learners and enthusiasts, almost 80% of the respondents said that Korean language was their first choice, and almost 100% of the respondents said that more students are now choosing Korean language as their first choice.
As one student said, “I chose this language for career purposes, not for K-pop or K-drama, but a lot of students are influenced by K-drama and K-pop and (that’s why) they choose this (Korean) language“.
This shows the growing preference for Korean among young people.When asked why choose Korean language?, 60% said they studied Korean because of career prospects in Korea or related fields and 33.3% studied Korean because of their interest in K-entertainment. Due to the growing interest in the Korean language among the youth, almost 100% of the respondents said that admission to the Korean language is highly competitive. 60% of the respondents said that the increasing interest in the Korean language is sustainable and long-term.
However, one student said that “Supply is high but demand is less. A few years back Korean language graduates were getting more salary than the current scenario. Plus the work-life balance in the Korean companies are worse, even in our classroom many people left the course. Many people are getting into the Korean language because of K-dramas and k-pop as a hobby.” This points to the flip side of the rising popularity of the Korean language.
The meteoric rise of the Korean language in India can be attributed to the enthusiasm of the Gen Z and Millennial populations. Young people between the ages of 17 and 25 have been particularly inspired by the global success of Korean content, such as the sensational series “Squid Game” and the popularity of K-pop groups such as BTS and BlackPink. Their influence has created a strong interest in learning Korean among this demographic.
The Korean Cultural Centre India (KCCI) has announced the start of the All India K-pop Contest 2023 to celebrate the 50th anniversary of diplomatic relations between Korea and India. It witnessed the unprecedented participation of 11,071 teams from across India, the highest number of participants since the contest’s introduction in India in 2011. Also recently, Quiz on Korea India Preliminary Round was held at Jawaharlal Nehru University (JNU) on June 10th. Participants showed off their talents with K-pop dance and song, reflecting their interest in Korean culture. Ambassador Chang Jae-bok prayed for the success of all the participants and wished for deeper cultural understanding between Korea and India, as they celebrated the 50th anniversary of diplomatic ties.
The growing fascination with Korean culture and the desire for a more direct connection with Korean entertainment have led many Indian fans to embark on a journey to learn the language. This trend demonstrates not only the cultural impact of Korean entertainment but also the power of pop culture in driving language learning preferences among the youth.
Overall, the growing affinity for Korean culture in India signals a deepening bond between the two countries, driven by a shared enthusiasm for music, entertainment, language and mutual appreciation of each other’s traditions.
********************