K-Wave in India: Its Impact on Indian Youth

Advaitha S

Author is a graduate Student at the Institute for Multidisciplinary Programmes in Social Sciences (IMPSS), Mahatma Gandhi University, Kerala. This article was an outcome of the ‘Korea Centre Summer Internship Programme-2024′.

Abstract

We live in an era where Korean popular culture is gaining a lot of acclaim worldwide. In this context, this article examines the positive impacts of K- Wave in India. The youngsters in India are among the most influenced by this phenomenon. K-pop, K-dramas, and Korean fashion and beauty trends have influenced the cultural consumption, fashion choices, and career preferences of young Indians. Cultural products from South Korea have gained significant momentum in the past decade and it is gradually changing peoples’ perspectives regarding fashion, food habits, fitness goals, and a lot more. A mixed approach was followed for data collection. 6o respondents were selected using the snowball sampling method and the quantitative data collected provided insights into the prevalence and intensity of Hallyu’s influence in the country’s youth, while qualitative interviews provided a deeper understanding of individual experiences and perceptions. This study is aimed at providing a comprehensive analysis of the phenomenon, highlighting the complex ways in which the K-Wave shapes the lives of Indian youth.

Introduction

In the past decade, India has witnessed an extraordinary rise of the Korean Wave, or Hallyu, which refers to the global popularity of South Korean culture, especially through music (K-pop), television dramas (K-dramas), movies, fashion, and even language. Originating in the late 1990s, this cultural phenomenon has traveled to various parts of the world, and India is no exception. The K-Wave’s influence on Indian youth has been profound. The study aims to provide a comprehensive understanding of how the K-Wave is reshaping youth culture in India, identifying both the benefits and potential drawbacks of this global phenomenon.

The Korean Wave: A Global Cultural Phenomena

Hallyu is a Chinese term that translates to “Korean Wave”. It is a collective term used to refer to the phenomenal growth of Korean culture and popular culture encompassing everything from music, movies, and drama to online games and Korean cuisine just to name a few. Since its emergence in the late 1990s, the K-Wave has evolved into a global phenomenon. Hallyu first spread to China and Japan, later to Southeast Asia and several countries worldwide where it continues to have a strong impact. In 2000, a 50-year ban on the exchange of popular culture between Korea and Japan was partly lifted, which improved the surge of Korean popular culture among the Japanese. Later its influence spread to various audiences across Asia, Europe, The United States, and beyond. This global appeal is driven by several factors, including the high production quality of Korean content, its universal themes and narratives, the accessibility provided by digital media platforms, and the charismatic appeal of Korean celebrities.

K-Wave in India

Korean cultural products first made their entrance in the Northeastern states of the country and the real wave began in the 2010s when the country witnessed a rise in the consumption of Korean entertainment products, which includes, K-pop, K-dramas, Anime, and many more. ‘Gangnam Style’ by PSY gaining global popularity was a significant step towards the emergence of Korean popular culture as an important source of South Korea’s soft power. This song’s music video became the first ever YouTube video to cross 1 billion views. Recently, K-pop music is slowly becoming more “mainstream”. The popularity of Korean cultural products peaked when the COVID-19 pandemic struck the globe and people became highly dependent on online platforms for everything ranging from education to entertainment. Korean music groups like BTS developed a growing fan base, also known as ARMY in India and other countries during these difficult times. Concepts like “Love Yourself” were among the ideas that BTS promoted in their songs and fans deeply resonated with these during these challenging times. Their first English single “Dynamite” was a hit among international fans who were new to Korean pop music. In a Spotify survey conducted in 2020, BTS made it to the top of the list by becoming the most streamed K-pop group, followed by Blackpink, Twice, Stray Kids, and Red Velvet. OTT streaming platforms like Netflix, Amazon Prime Video, and Viki also witnessed an increase in their users, and with the growing demand and popularity of K-dramas, more Korean content was added to these platforms making it easily accessible to Indian viewers. It was during these times that the Indian audience was exposed to the wide-ranging entertainment options from South Korea. This is evident from a response I received during a personal interview with a 15-year-old fan :

During the lockdown, I came across K-pop, specifically, the boy band BTS. In the beginning, I would spend my leisure time listening to their songs as a distraction from the anxious thoughts I developed during these tough times. Slowly I saw myself deep connect with the artists and I would constantly keep up with their works as a form of support. I had plenty of time in hand as the lockdown restrictions were strict and the only thing that kept me busy was online classes. K-pop became a part of my routine and later on, I was also introduced to K-dramas, Korean literature work, etc.

One major factor that contributed to the rapid spread of K- Wave in India is the increased use of social media platforms. Different digital media platforms ensured easy access to Korean content to the fans. YouTube, Instagram, X(formerly Twitter), Weverse, etc have played a significant role in cultivating a sense of belonging and unity among the fan communities further deepening the love for Korean culture and the welcoming nature of Indians to explore different cultures also set the stage for this popular appeal. A Netflix survey found that more than 60% of all Netflix members have watched Korean titles in the year 2023. Other streaming platforms such as Prime Video by Amazon have also made significant increases in Korean content on the platform. Korean dramas have garnered a dedicated fanbase in the last few years. Its engaging plots, excellent cinematography, character developments, and unpredictable plot twists are a few of its features that make K-dramas stand out in this endless arena of entertainment. Its remarkable narratives, inclusive storylines, and address of contemporary issues appear relatable to the viewers. From melodramas to action thrillers, K dramas offer a variety of genres for the viewers to choose from. K dramas like “Descendents of the Son” and “Crash Landing on You” received global acclaim, contributing to the popularity of the industry’s popularity beyond Asia. The military romance, “Descendants of the Sun” was translated into 32 different languages depicting its universal popularity.

The fan community in India is known for its passion and enthusiasm and this is visible through their participation and engagement in events such as the All- India K-POP Contest hosted by The Korean Cultural Center in India. In 2023, the competition saw 4,000 participants from various cities and they actively participated in various events showcasing their love for Korean culture. 18(30%) respondents have engaged in activities such as dance covers, fan art, and singing and the remaining 42(70%) haven’t engaged in any such activities. We can understand the level of fan engagement with this data. As the data is collected from individuals belonging to different regions, the regional difference could be a possible factor in enabling fans to engage in such activities. 19(31.7%) have taken lessons or courses( e.g: language, music, dance) inspired by Korean entertainment and the 41(68.3%) haven’t taken any such classes.

K Wave and its Implications on Indian Youth

The K-Wave’s influence on Indian youth can be seen in various spheres of life, from entertainment choices to food preferences.

Cultural Consumption: Indian youth have increasingly gravitated towards K-pop, K-dramas, and other forms of Korean entertainment, often at the expense of traditional regional films and Indian television shows. This shift is significant because it indicates a broader change in cultural preferences, with many young Indians now prioritizing international content over domestic productions. Indian production houses have collaborated with its Korean counterparts to create remakes and adaptations of the popular K dramas. The rise of fan clubs, online communities, and fan merchandise sales in India is a testament to the deep engagement of Indian youth with the K-Wave.

Fashion and Beauty Trends: The influence of K-pop idols and K-drama actors extends beyond entertainment into fashion and beauty. Many young Indians are now adopting Korean fashion styles, characterized by minimalism, pastel colors, and a mix of streetwear and high fashion. Among 60 respondents who were part of the sample survey, 21(35%) are influenced by the Korean fashion trends. The popularity of Korean skincare products, such as sheet masks and BB creams, has also skyrocketed, with many Indian youth embracing the multi-step Korean skincare routine.. Pilgrim, an Indian skincare brand witnessed an increase in their K-beauty range(Jeju) depicting the growing demand for Korean skincare in the country. Since fans can’t get to know the K-pop acts they idolize, buying the same items they buy is a way for them to feel connected to these stars.

Language and Education: The K-Wave has sparked an interest in the Korean language among Indian youth. Many fans are learning Korean through online courses, language apps, and even enrolling in formal language classes. This linguistic curiosity goes beyond mere fan enthusiasm, as some young Indians consider pursuing higher education in South Korea, drawn by the country’s advanced education system and the opportunities offered.

Career aspirations: 36(60%) respondents believe that their engagement with Korean cultural products has positively influenced their career aspirations. Oftentimes, Korean dramas portray protagonists with unconventional careers such as entrepreneurs, artists, and diplomats, offering alternative role models beyond traditional professions, rewriting the ideals of success. These storylines might resonate with the younger generation which comprises the majority of the viewers.“Extraordinary Attorney Woo” is a K drama that portrays the challenges faced by an autistic person who is a first-year lawyer. These narratives give a different perception regarding the lives of disabled people. Unlike the media’s usual stereotypical portrayal of disabled people, this drama takes an inclusive and holistic approach to presenting this sensitive topic.

Implications

For this research, responses were collected from 60 individuals belonging to the age group below 15 to 26 and above 26. Out of these, the majority i.e. 41 (68.3%) individuals belonged to the age group 19-22. 10 (16.7%) respondents came under the age group 15-18. 4 (6.7%) respondents were in the age group 23-26. 3 (5%) respondents were above the age of 26 and 2(3.3%) were below the age of 15. Out of these, 50 respondents were female, 9 were male, and 1 non-binary. This data could be used to get an idea of the ratio of the different genders that are engaging with Korean cultural outputs. As the method used for data collection was a sample survey, the results don’t depict the interests and opinions of the entire fandom in India. It reflects the opinions of a limited group of individuals who are familiar with the Korean entertainment industry.

The majority of the people, i.e. 43 (71.7%) respondents are mostly watching Kdramas out of the different types of Korean content. 41 (68.3%) follow K-pop, 26(43.3%), 13(21.7%) are viewers of Korean movies, 13(21.7%) watch Variety shows, 14(23.3%) are interested in Webtoons and 4 (6.7%) are interested in Manhwa, Literature and Korean BL. Out of the 60 respondents, 25(41.7%) were introduced to Korean cultural products through friends/family, 28(30%) through Streaming platforms (e.g: Netflix, Youtube, etc), 13(21.7%) through social media and the remaining 4(6.7%) through other means.

The reasons for the widespread appeal of Korean cultural products can be narrowed down to three points.

Unique themes: Lyrics of songs often address the issues faced by the audience. Adulting, choosing a career, academic stress and societal pressure are a few themes that are usually depicted in music videos. K drama plots also address the realistic problems faced by people, providing a multi-dimensional representation of human emotions and making the viewers feel connected to the characters.
Fan interactions: Unlike other popular cultures, Korean artists share a close bond with their fans through various activities like fan events, one-on-one video chats, and fan service. These interactions help followers feel a strong connection with their idols. Fans feel significant and
Escapism: Fans often imagine K-pop and K-dramas as a world they can escape into to take a break from their daily life struggles and reality.

Perfectly curated worlds: K-dramas often feature picturesque settings, characters with glamorous lifestyles, and storylines that explore themes of love, redemption, and triumph over adversity. These elements create an immersive experience that contrasts sharply with the viewers’ real-life challenges.
Relatable yet aspirational characters: Fans often identify with the struggles of K-drama protagonists, who face difficulties but eventually find happiness or success. Similarly, K-pop idols often portray an image of perfection, determination, and talent that many fans admire and find inspiring.
Strong emotional engagement: The emotional highs and lows depicted in K-dramas, combined with the personal connection fans feel towards K-pop idols through their music, social media, and fan interactions, provide a sense of catharsis and fulfillment. This emotional connection can make these entertainment forms deeply comforting.
Constant availability: The accessibility of streaming platforms and social media ensures fans have a steady stream of new content to engage with. K-pop groups frequently release music, vlogs, and behind-the-scenes footage, while K-dramas often come in serialized formats, encouraging binge-watching.

These factors contribute to the development of addictive viewing patterns, as fans may increasingly prioritize these escapes over real-life responsibilities or relationships

Conclusion

This study demonstrates the profound impact of Korean entertainment on the lifestyle choices of Indian youth. The consumption of K-pop and K-dramas has inspired youngsters to pursue diverse career paths, adopt new fashion trends, and explore different cultural practices. The sample survey found that 37(61.7%) respondents believe that the Korean entertainment industry has a moderate influence on their lives 13(21.7%) suggested the influence is minimal and 10(16.7%) believe that the influence is significant. The findings highlight the role of global media in shaping individual and collective identities, underscoring the importance of cultural exchange in a globalized world.

This study contributes to a nuanced understanding of how media consumption influences youth aspirations. Further studies on understanding these dynamics can provide valuable insights into the evolving cultural landscape and inform strategies for fostering cross-cultural understanding and collaboration in this interconnected world.

References