Gourilakshmi S
The author is a Master’s 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.
Abstract
The 50th anniversary of diplomatic relations between India and South Korea in 2023 marks a significant milestone in their evolving partnership. Whilst their bilateral relationship encompasses multiple dimensions including political, economic and strategic spheres, the cultural domain has emerged as an increasingly influential factor, particularly through the phenomenon of Korean Wave or ‘Hallyu’. This study examines how Hallyu transcends mere entertainment to function as an effective instrument of strategic cultural diplomacy between the two nations. The research analyses the impact of Korean popular culture in India and its role in facilitating deeper bilateral engagement. It argues that cultural diplomacy, exemplified through Hallyu, serves as a sophisticated soft power tool that not only enhances mutual understanding but also catalyses economic cooperation and strategic partnerships. Through critical analysis of cultural exchanges, policy initiatives, and public reception, this paper demonstrates why prioritising cultural diplomacy is crucial for strengthening the India-South Korea relationship in the contemporary global context.
Introduction
In 2023, India and South Korea celebrated the 50th anniversary of their diplomatic relations. Truly a milestone that reflects not only the successful attainment of a bilateral partnership but also the expansion of its scope across political, economic, and strategic dimensions. Amidst these formal engagements, an increasingly influential yet often underestimated vector of connection has emerged between the two countries: culture. More specifically, the Korean Wave, widely known as Hallyu, has evolved into a powerful agent of soft power, resonating with Indian audiences far beyond the realms of entertainment.
So it is evident that India and South Korea hold a multifaceted diplomatic relationship based on shared democratic values, economic complementarities, as well as their common focus on regional peace and stability. The bilateral relations have undergone significant evolution since the formal establishment of diplomatic ties in 1973, including the upgrading of relations to the status of “Strategic Partnership” in 2010 and “Special Strategic Partnership” in 2015. In the face of a changing geopolitical landscape in the Indo-Pacific region, both countries sought to recognize each other as important regional actors. India regards South Korea as an important partner in its “Act East Policy,” while South Korea, under its “New Southern Policy,” intends to diversify its diplomatic and economic engagements by deepening relations with India and ASEAN countries. The relationship between India and South Korea has grown based on mutual trust, supported by high-level exchanges, including visits by Indian Prime Ministers and South Korean Presidents to each other’s countries. The relationship covers a wide range of areas, from the very active economic cooperation and technological cooperation to dialogues in defense and exchanges among their peoples. Moreover, the merging of their strategic interests in creating an Indo-Pacific free, open, and rule-based order added further substance to such a partnership. This relationship is strengthened as both nations adapt to the changes in the geopolitical environment with mutual respect and a shared desire for the proper regional balance of sustainable existence and development.
Certainly, with the effect of globalization, the traditional methods of diplomatic communication and practice have undergone essential transformations during the last few decades. The immaculate development of electronic media, transport, and telecommunications has taken much significance away from embassies, dramatically transforming the methods of information and the possibilities of direct personal contact. It has opened new doors for bilateral relations, encompassing not only economic and political goals but also cultural and social needs. This shift has increased the scope of public diplomacy, where the nation, through different means, engages directly or indirectly with foreign populations to create a positive image and build mutual understanding. Unlike traditional diplomatic practices, public diplomacy uses social media, cultural exchanges, and educational programs to build long-term relations. As a result of this, both embassies and diplomatic missions have to adapt, focusing more on building cultural dialogue, promoting national image or branding through engaging with non-state actors to remain relevant in this evolving landscape.
In such a political landscape, culture plays an increasingly pervasive role in shaping international relations and foreign policy all around the world. The interconnectedness of the globalized world underscores culture’s vital role in fostering peace and stability among interdependent nations. Meanwhile, the cultural diplomacy of India and Korea is not a new thing; it has existed for centuries, with explorers, travelers, traders, teachers, and artists being early “ cultural diplomats.” However, it now has a new face as Korean cultural exports have become more popular in India, importantly among the youth, boosting cross-cultural interaction and changing Korea’s reputation abroad. In parallel, aspects of Indian culture have also had a positive impact on Korea, enhancing ties and mutual understanding. Strong interpersonal ties have been made possible by this cultural synergy, strengthening diplomatic ties. A global cultural rebalancing is also reflected in this trend, as influence shifts away from the West. Asia’s growing soft power, especially in the fields of tourism, education, and entertainment, reflects changing patterns of cultural consumption. In addition to strengthening their bilateral ties, India and Korea are helping to create a more inclusive and diverse global cultural landscape as these emerging economies claim their identities.
Thus, this paper tries to study the evolving nature of India-Korea cultural diplomacy, examining it from the historical foundations to contemporary significance, and its different strategic implications. The first section builds a theoretical framework to place strategic cultural diplomacy in broader contexts of soft power and international relations. In the second section, Korea’s strategy of cultural diplomacy is analyzed in terms of its aims, key programs, and the role of Hallyu in shaping Korea’s global image. The third section deals with the promotion of Korean culture in India, suggesting convergent and engagement areas. Finally, the fourth section discusses the implications of cultural diplomacy on India-Korea relations for bilateral cooperation, economic links, and the Indo-Pacific geopolitical scenario. By considering these aspects, this paper argues that cultural diplomacy is an important tool in shaping modern-day India-Korea relations and provides clues for its future application in further consolidating bilateral interaction.
Strategic Cultural Diplomacy.
Strategic Cultural diplomacy is best seen as the intentional and systematic mobilization of cultural resources, such as arts, education, language, and heritage, to fulfill particular foreign-policy objectives while enhancing the global stature of a nation. In essence, Strategic Cultural Diplomacy means putting the theories of cultural diplomacy into practice. More than fostering goodwill, it aligns a country’s cultural diplomatic efforts with its broader foreign policy and geopolitical interests. It is more of a calculated approach, where cultural elements are used as a tool to enhance both economic partnerships and political alliances. It helps to project a nation’s soft power in a way that serves its national interest. The concept of “soft power” proposed by Joseph Nye provides the basis for this idea, basically meaning that culture is used on a stage where the potential attractiveness of a country can be harnessed, and culture constitutes a significant pillar of it. According to Cynthia P. Schneider, cultural diplomacy, in its creative expression and exchanges, is the very substance of public diplomacy, giving nations the means of explaining themselves to the world to further mutual understanding. For instance, South Korea’s promotion of Hallyu (Korean Wave) in India is about more than just cultural exchange; it has an aim to increase the demand for Korean brands, tourism, and business collaboration that solidifies economic ties. In a similar way, when India promotes yoga and Ayurveda worldwide, it is, of course, an exercise in cultural dissemination, but it also deeply affects India’s global influence and soft power. In essence, Cultural diplomacy is about building relations through culture, while strategic cultural diplomacy is more about using culture as a tool to achieve the national interest or goals.
Historical and contemporary examples illustrate the potency of strategic cultural diplomacy in practice. During the Cold War, the United States and the Soviet Union had made heavy investments in cultural activities, such as international music tours, art exhibitions, and educational exchanges, competing for hearts and minds all around the world, usually in direct ideological competition. New actors and strategies have emerged in the post-Cold War era. The Confucius Institutes of China, for example, may be cited as a major instance of culture- and language-promotion effort undertaken by states to develop soft power and to influence global perceptions. Likewise, Pakistan’s leverage of the world-renowned Coke Studio music platform gives cultural products a strategic role to build national image and promote goodwill internationally, offering new promises for strategizing and implementing cultural diplomacy with a new perspective. All of these cases demonstrate the ways in which governments utilize culture deliberately, not just to develop mutual understanding but to promote clear-cut national interests in a competitive inter-state arena.
Several scholars have specifically addressed the concept of strategic cultural diplomacy, highlighting its deliberate and goal-oriented use as a tool of statecraft and foreign policy. For example, Lucian Jora in his article “New practices and trends in cultural diplomacy” has written extensively on “new Cultural Diplomacy strategies,” emphasizing the shift from traditional event-based or image-driven practices to approaches that actively pursue national interests and adapt to the complexities of a globalized world, including the growing influence of non-state actors. Jora identifies organizations such as the Asia-Europe Foundation and the Anna Lindh Foundation as entities that exemplify the pursuit of strategic objectives through culture, while also referencing Steven Green’s work in providing concrete examples of such institutions. Dr. Ngo Minh Thuy has contributed to the field by exploring how cultural diplomacy strategies serve as a form of soft power, particularly in the context of Vietnam-Japan relations, where she underscores the importance of aligning cultural initiatives with national interests and foreign policy goals.
Richard Arndt, in his book “The First Resort of Kings: American Cultural Diplomacy in the Twentieth Century,” draws a clear distinction between organic cultural relations and cultural diplomacy as a formal, state-driven, and strategic activity. He argues that true cultural diplomacy occurs when diplomats intentionally use culture to shape and channel international outcomes in line with the interests of their home country, rather than simply facilitating organic exchanges. And they have categorized the instruments of cultural diplomacy and discussed their strategic application, such as employing arts, educational exchanges, and language programs to promote national interests, peace-building, and reconciliation. These perspectives collectively illustrate one thing: that strategic cultural diplomacy is not merely about showcasing national culture or fostering goodwill, but is fundamentally about designing, implementing, and evaluating cultural initiatives to serve the calculated interests of states or organizations on the international stage. In short, strategic cultural diplomacy has paid special attention to recent changes signifying a more profound transition from presentation-based, or one-way, communication to more interactive, collaborative, and mutually-beneficial forms of engagement. Some of the indicators of this evolution are the increased focus on intercultural dialogue, their multilateral projects, and the incorporation of non-state actors and civil society members into diplomatic practices.
Hallyu and Korean Strategic Cultural Diplomacy.
The strategic cultural diplomacy of Korea encompasses a framework aimed at enhancing its international relations, fostering mutual understanding, and leveraging the country’s cultural resources to achieve foreign policy objectives. This analysis focuses on Korea’s multifaceted approach to cultural diplomacy, its implementation, and its implications in the context of global engagement. Cultural diplomacy of Korea is characterized by a strategic effort to protect the country’s cultural influence internationally. It involves the integration of various cultural elements, including the Korean language, art, K-movies and Dramas, K-pop, and cuisine, aiming to create a favorable perception and build connections with different nations. By promoting its culture, Korea aims to strengthen its soft power, allowing it to influence global perceptions and build favorable international relationships. Most importantly, Korea’s cultural diplomacy follows more than through traditional channels. Reaching foreign audiences through media, education, and consumer culture, it more directly engages with the public, creating an organic and long-lasting influence. The global success of K-pop, K-drama, and Korean cuisine has created a sense of familiarity and admiration for Korea among the outside world, reinforcing a positive national image. With this deep cultural penetration has the principle of stronger international ties has been laid down, particularly in India, where Korean culture has witnessed unprecedented growth over the last couple of years.
Hallyu, commonly known as the Korean Wave, is acknowledged as one of South Korea’s most significant exports. This phenomenon encompasses the worldwide sharing of South Korea’s vibrant popular culture, which contributes to the nation’s unique identity. No other country demonstrates the same level of commitment to promoting its cultural exports as South Korea does, positioning Hallyu as an important element of its “soft power.” It has helped them in integrating a global audience that engages with its culture voluntarily, making positive perceptions with deeper international ties. The cultural affinity thus leads to better economic and diplomatic expressions, as demonstrated by the growing collaborations between South Korea and some other nations, including India. Placing Hallyu at the core of South Korea’s soft power strategy will not only present a favorable image for the nation but also ensure a strong strategic presence in the global arena. Making Hallyu as a resource of Korea’s soft power, it is evident that it has spread far beyond the borders of the traditional nation-state. Blurring the borders, it is leading to the creation of a platform for cultural imperialism deeply embedded in cultural nationalism, resulting in a form of hegemony drawn in soft power over others.
This cultural hegemony, driven by Hallyu, allows South Korea to shape global narratives and influence international perceptions in a subtle yet powerful manner. Hallyu’s particularity is its soft dominance as it penetrates the everyday lives of people with Korean cultural products, values, and ideals, rather than overtly invading it with power-backed domination, like military or economy. This gives Korea’s image momentum in a global context, standing in even greater economic advantage, as in the growing demand for Korean consumer goods, tourism, and educational exchanges. However, it is not free from challenges, it has raised concerns about cultural homogenization, local resistance, and the sustainability of Korea’s Cultural influence in the long term.
Korean cultural diplomacy is not a sudden move; it is something that the government initiatives have perfectly brewed to overcome the economic stagnation. During the 1990s, the rapid economic growth of South Korea surprised everyone. From being one of the poorest countries in the world to being a member of the OECD in 1996, Korea’s economic growth has been immaculate and often considered as the ‘Miracle on the Han River.’However, the rise of multiple low-wage manufacturing hubs in Asia and other parts of the world, along with technological advancement and automation, has decreased its economic growth, limiting the scope of exports. Under such circumstances, Korea started to promote their cultural industries as new engines of economic growth and diplomatic ties. After the 1997 Asian financial crisis and under the ‘people’s government’ of President Kim Dae-jung (1998–2003), several neo-liberal policies were implemented to restructure the Korean political economy. However, neoliberal restructuring did not completely alter the objectives of economic development of the Korean state. In the post-1997 Asian financial crisis period, Korean cultural industries were regarded as new engines of economic growth (Dhawan,2017). According to David Hundt, ‘Cultural industries have expanded since the late 1990s, with the popularity of the “Korean Wave,” and Korean exports of popular culture now garner substantial earnings (Hundt,2014). Cultural industries were strategically promoted not only for economic reasons but also as an instrument of diplomacy. Realizing that cultural exports could greatly influence perceptions in the global arena, the South Korean government effectively assisted the onward movement of Hallyu with concerted action in government policies, funding, and institutional frameworks. The establishment of the Korea Creative Content Agency (KOCCA) and the foreign policy mandate by the Ministry of Culture, Sports and Tourism, the promotion of culture really gained attraction. Korea emerged as a global cultural powerhouse through these focused investments in K-pop, K-dramas, movies, and the gaming industry. This cultural expansion generated massive revenues and also nurtured deeper diplomatic ties with countries consuming Korean content, thereby underlining Korea’s soft power strategy in international affairs.
As part of this, their culture is now an important element of Korea’s public diplomacy. It is used as a tool to make the nation more attractive to foreigners. In other words, cultural diplomacy is the instrumental use of culture for the promotion of national interest(Kang,2015). Joseph S. Nye, in his conception of ‘soft power,’ he regards it as ‘the ability to shape the preferences of others’(Nye,2004). Therefore, cultural diplomacy is used to increase the soft power of a country. Korea has also made cultural diplomacy an important aspect of its foreign policy in recent years, inevitably reinforcing a commercialized pop nationalism or “cultural nationalism” that appropriates popular culture to promote political and economic interest(Y. Kim,2013). And the promotion of Hallyu is done by both the government and private institutions. For instance, a government institution named KOCIS, or Korean Culture and Information Service, operates about 29 Korean cultural centers all around 25 countries worldwide. Its primary mission is to promote the spread of Hallyu and to expand cultural exchanges between Korea and other countries. In this institutional framework, South Korea is actively integrating Hallyu into broader diplomatic and economic strategies. The Korean Foundation for International Cultural Exchange (KOFICE) and other government-supported organizations cooperate with private entertainment companies to further spread Korean culture around the world. A major collaborative effort has been undertaken by KOFICE with such entertainment giants as SM Entertainment, YG Entertainment, and JYP Entertainment to organize global K-pop concerts and cultural festivals. One program that KOFICE organizes in different countries is the K-Content Expo, which promotes Korean music, films, dramas, fashion, and beauty products. KOFICE collaborated with Netflix to cooperate with the global distribution of Korean dramas, thus spreading the influence of Hallyu even more. Such a public-private partnership ensures the inflow of investments and content production, in furtherance of international collaborations that imprint Korean culture in global markets. Furthermore, Korea’s FTAs include cultural provisions aimed at facilitating the export of Korean entertainment product services.
Along with this, the Ministry of Foreign Affairs (MOFA) of Korea, through its diplomatic missions located in various parts of the world, has also been active in the promotion of the Korean Wave. Korea has diplomatic relations with 190 countries, and in addition to the embassies, has several consulates overseas. The Korean embassies organize various events so as to promote the Korean Wave and increase interest in Korean cultural products among people of various nationalities(Dhawan,2017).In this phenomenon, corporations or chaebols play a significant role as they produce an exportable form of culture. They support the digital export of culture in various forms, such as K-Dramas, Movies, Music, or K-Pop. More than producing them, these industries try to produce them according to the preferences of the people. Making them more connected to Korean Culture. Slowly influencing people’s minds, it is slowly building a set of universal values and practices that create meaning for a society that builds upon fantasies. There, it is clear that soft power is not something that is restricted to states or to international relations, but applies to a much more comprehensive range of actors, as the media ensures a global circulation of products. More than making a profit, it also enhances the national image and soft power. Just like Japan’s popular nationalism.
This strategic combination of cultural and economic ambitions is positioning Korea as an emerging economy in global entertainment. Hallyu’s expressive target is not merely the organic spread of culture but much more a well-structured, state-supported developmental project directed toward long-range impacts. The entertainment companies of Korea partner with government agencies to actively identify worldwide tastes and adjust their offerings accordingly. For example, intense, physically demanding K-Pop groups undergo training that includes multilingualism, international music trends, and, most importantly, global strategic marketing. Thus, Korean dramas and movies identify themes and narrative schemes that appeal internationally while targeting audience-specific issues and inserting Korean cultural values. Thus, cultural exportation is of yet another kind, sustaining economic growth but also creating a certain modality of cultural hegemony in which the public takes in and acts upon Korean norms, traditions, and aspirations.
It is so clear that the government, along with the private sector and the academy, has worked on the re-creation of its national image and cultural identity for multiple diffuse effects of soft power. Going beyond the traditional state-centric diplomacy, the government has not only promoted the Korean Wave to create positive dispositions toward the nation but also utilized the cultural diplomacy of Korean Wave celebrities to mobilize the politics of attraction within the commercially driven digital social media, which provide a multitude of connections to global audiences and global public spheres(Y.Kim, 2022). The strategic use of celebrities as ambassadors for soft power issues related to cultural and socio-economic conditions has enabled Korea to connect with a wider global audience.
Hallyu and Korea’s Strategic Cultural Diplomacy in India.
In the 21st century, with the global rise of the Korean Wave, popularly known as Hallyu, has generated a far-reaching influence, transforming South Korea into a cultural powerhouse. India, with its vast young population and rapidly growing digital infrastructure, has positioned itself to become one of the most dynamic frontiers for the reception of Korean culture. Hallyu has been spreading from K-pop to K-dramas, to Korean beauty, to cuisine, and in keeping with Hallyu, now a mass customer base has been emerging in India, altering consumer behaviors and cultural relations between the two countries. In view of this increasing liking for culture, South Korea has begun actively employing Hallyu as a cultural diplomacy tool to augment the bilateral relations with India.
Whereas normal diplomatic engagements may forcefully tilt toward political-economic rifts, cultural diplomacy is focused on soft influence spreading through shared values, creative expressions, and interpersonal connections. From its view of cultural diplomacy, Korea has given Hallyu increasing weight in its foreign relations since it realized its potential for public opinion shaping, business locution at goodwill-building, and spirit-control apart from intergovernmental cooperation. India, with its historic and spiritual ties to Korea and a vast young population eager and willing for such cultural fulfilment, soon became a good potential partner.
Thus, this section investigates the multidimensional impact of Hallyu on India-Korea relations. It explores three broad aspects: a brief historical background of bilateral relations, the growing influence of the Korean Wave in India, and the greater dynamism of Korean cultural diplomacy in building long-term ties. Through cooperation via the Korean Cultural Centre, academic exchange, and joint culture projects, the two nations are constructing a people-centric partnership. In this increasingly interconnected and globalized world, cultural diplomacy powered by Hallyu holds a vital force in redefining India-Korea ties, not only as allies in geopolitics but as partners in a shared future.
India–Korea Relations: A Brief Background.
The legacy of India-Korea relations dates back roughly two millennia, with the legend of Queen Heo Hwang-ok traveling from India to Korea and marrying King Kim Suro. These historical ties have helped both nations to foster a sense of shared heritage and cultural bond between each other. Along with this, Buddhism has also played an intrinsic role in creating a deep-rooted relationship with South Korea. Despite these historical and cultural interactions, government-to-government interactions began only in the post-war second period, starting with India’s engagement in the Korean Peninsula during the Korean War, Subsequently, consular relations were established in 1962, slowly making it to the ambassador level in 1973. But the 1990s marked a pivotal era for both nations due to three reasons. First, the ideological rift of the Cold War diminished with the fall of the USSR, building closer ties between New Delhi and Seoul. Second, India’s economic liberalization in 1991 built new gateways connecting previously disparate economies. Third, India’s Look East Policy was complementary to Korea’s Segyehwa policy, thereby reinforcing them. Additionally,the significant visits from India’s Prime Minister P.V. Narasimha Rao in 1993 and the Korean President Kim Young-Sam in 1996 bolstered these connections, facilitating ambitious economic partnership initiatives. From 1993 to 2008, substantial foreign direct investment flowed into India from prominent Korean economies, positioning Korea as a leading Asian investor.
Nevertheless, after the initial boom in relations, the relations eventually stagnated, especially after the Asian Financial Crisis of 1997 and India’s nuclear tests in 1998, resulting in a dearth of high-level contacts and a standstill in both external and internal integration. Again, in the mid-2000s, India-Korea relations got back on track, marked by several key developments. High-level visits and institutional dialogue were done for the consolidation of political relations. Making the economic ties expand further into defense, security, and technology. The signing of the Comprehensive Economic Partnership Agreement (CEPA) in 2009 marked a significant milestone in economic partnership. In the end, the signing of the Strategic Partnership Agreement in 2010 underscored the strategic partnership the two countries have. This was further advanced in 2015 as ‘Special Strategic Partnership,’ stressing the importance of Korea in India’s external engagements.
So it is evident that in India-Korea relations, India and South Korea have been actively engaged in developing and maintaining strong bilateral diplomacy as important players in the Indo-Pacific region. Along with this, breaking from the traditional role of a dependent power, South Korea is exploring more ways of stabilizing its power. As US-China competition intensifies, South Korea needs to keep a balance to secure cooperation from both China and North Korea while maintaining a strong security alliance with the United States. Being aware of this dilemma, South Korea’s President Moon Jae-in drafted two policies focusing on strengthening relations with the neighbors of both North and South. In that case, the policy for strengthening relations between Southeast Asia and India has become the hallmark foreign policy of Moon’s administration. Signature from those three major pillars: political and security relationships (peace), economic engagement (prosperity), and sociocultural ties (people). Crucially, the “people” pillar places a strong emphasis on socio-cultural engagement, wherein growing exports of Korean cultural content to India and cultural diplomacy play a transformative role in establishing goodwill, strengthening bilateral ties, and creating connections between individuals.
The Growing Influence of Hallyu in India
In recent years, Hallyu has made an interesting impact on India-Korea relations. More than limiting it to the borders, it has a direct impact on the people of India. Comparing the pre- and post-COVID-19 periods, the volume of Hallyu content, especially digital content, consumed in the Indian market has increased by a huge margin in almost every sector. The music sector showed the highest increase ( 72.4%), followed by games ( 70.3%), drama (70.2%), and movies( 69.7%) (Kim,2022). After COVID-19, there is a full-fledged outbreak of Hallyu in India. India’s young generation is eager to adopt Korean trends or imitate their clothing and prefer Korean cuisine, suggesting that Korean culture has a huge impact on India. In 2020, Netflix marked a hike of 370% increase in K-drama viewing in India. Nowadays, Korean dramas and TV shows are available in regional languages, making them more affordable for people. This growing influence of the Korean wave has resulted in stronger cultural and economic ties. Being more embedded in the daily lives of youth in India, businesses from both nations are capitalizing on this trend. Korean products, like cosmetics, clothes, and traditional cuisine, have found a strong and growing market in India. Along with online platforms, many retail chains, restaurants, and other shops in the urban centers are promoting it. Furthermore, the public’s interest in learning the Korean Language is another trend making this cultural phenomenon not only limited to entertainment but also to the new avenues of bilateral relations like trade, tourism, and fostering a deeper connection between the two countries.
Being one of the youngest countries in the world, India’s millennial population is around 440 million people, accounting for 34% of the total population are the main consumers of k-content.These dedicated and transformative fans from the younger generations are the mediating contributors to the shaping of de-westernized media flows in India. Because they are not just the consumers of pre-constructed content but also the co-creative grassroots participants of this content.
Distinctively different from Western content, Indians get a connection to the K-content from its defining feature, local visuals, and narratives of class division and social inequalities, making it more relevant and common for both audiences. For example, in films like Parasite (the first ever non – western movie to win most Academy Awards) and K-pop band groups like BTS, Blank Pink, and Seventeen, rather than producing automated performances, these artists play a key role in making songs with lyrics connecting to the personal voices and experiences of youth. They tell their own stories and societal pressures placed on teens, challenging the competitive education system and exuding the positive spirit of “Love Yourself” to young people who are haunted by the cruel standards of society. Both the film Parasite and the music of BTS delve into the dark side of human life, widening social divisions and inequality(Y. Kim, 2022). At that moment, more than just consumption, Hallyu has sparked a cultural movement that encourages the youth to embrace themselves and also encourages them to challenge the social norms. More than the catchy tunes and engaging storylines, people are making a connection that resonates with deeper messages of self-love, perseverance, and breaking free from societal expectations. As a result, more than fan communities, these social groups also act as safe spaces where young people discuss mental health, social justice and personal growth. Thus more than creating bilateral relations, this cultural exchange has fostered a sense of belonging and solidarity among fans of both countries, further cementing a bond on a people-to-people level.
This strong connection has influenced both nations to sign the Indo-Pacific Strategy in 2022, which focuses more on cultural exchanges. Another significant move in strengthening Indo-Korea relations was the establishment of the Korean Cultural Centre in New Delhi in 2012 really changed the face of Korean Diplomatic ties with India. Being a major center for the promotion of Korean culture in India, KCC has conducted a series of partnership programs with 59 schools across India. Along with this, the Korean embassy in New Delhi is also playing an active role in the promotion of the Korean language and studies in various Indian universities. Recently, the Academy of Korean Studies, a government-run institution in Korea, has signed an MoU with the National Council of Educational Research and Training (NCERT) in India to increase the content of Korean content in Indian textbooks ( Lee, 2017). Furthermore, scholarships and exchange programs facilitated by Korean institutions are encouraging Indian students to study in South Korea. And on the professional front, the surge in K-content has also increased job prospects in fields like translation, interpretation, cultural mediation and content creation. This growing cultural and educational synergy highlights the evolving relationship between India and Korea, driven not just by state-level diplomacy but also supported by a vibrant people-to-people connection.
Another element that strengthens the Indo-Korean relation is the Indian Diaspora in Korea. According to the report of the Observer Research Foundation, by 2019, a population of 13,236 Indians will be living in South Korea. Creating an interpersonal relationship with the help of cultural understanding has resulted in the creation of a people-to-people connection between the nations. Even the Koreans built a shrine in Ayodhya for their queen, with the idea of making a magnificent monument in collaboration with the Indian government. These efforts show how the Korean Government is trying to build strategic relations with India using the scope of cultural diplomacy.
Korean Cultural Diplomacy in India
Korean strategic cultural diplomacy in India has been carefully built by introducing historical narratives, corporate interests, and the rise of the Korean Wave into the narratives of bilateral ties. The Korean government has effectively used Hallyu —from K-pop to K-drama, K-beauty to Korean cuisine—as a leverage point for building perceptions and helping expand Korea’s soft power. KCCI, Korea Foundation, and the Embassy of South Korea actively utilize the Hallyu brand for cultural events, movies, language programs, and exchange opportunities so as to cultivate a culture with India. The K-wave from music bands like BTS and BLACKPINK set off a huge fandom in India, where the Korean diplomatic corps creates goodwill and relationships. Besides, Korean multinational companies like Samsung, Hyundai, and LG will also incorporate Hallyu in their branding and marketing to strengthen Korea’s cultural presence in India’s consumer landscape. The government also fosters academic cooperation by creating Korean Studies programs in Indian universities, providing scholarships, and supporting research on Korea-India ties. These initiatives not only promote Korea’s cultural aspects but also create an avenue for economic cooperation, tourism promotion, and diplomatic goodwill, making it a foremost actor within India’s newly evolving partnership. By capitalizing on Hallyu, the Korean government effectively transforms cultural affinity into a diplomatic and economic advantage, strengthening long-term ties with India.
In 2015, the two countries upgraded their bilateral relationship to a Special Strategic Partnership, reflecting the seriousness of the relationship between the two nations. To strengthen the strategic communication, the leaders agreed to establish the ‘2+2 Foreign and Defence Dialogue’ at the Vice Minister/Secretary level. Along with this, a joint vision document was published in 2018, converging the interests of AEP and NSP, which highlighted three main themes that will be focused on for future trajectories. It includes People, Prosperity, and Peace. Focusing more on the theme of “People”, a people-centric approach to bilateral relations, the joint vision underlined the significant role of non-state actors in promoting bilateral relations. The vision stressed the importance of encouraging people-to-people exchange, connectivity, and greater visibility and understanding about each other among ordinary people (John, 2020). To make it possible, culture will act as an effective tool. Culture has always been a strategic diplomatic tool in International Relations. It helps to bring like-minded countries together. In the case of India-Korea relations, the Korean Government has been promoting the cultural industries through various means. In recent years, the Korean Government has been taking steps to promote the Korean wave in India. Swami Vivekananda Cultural Centre (SVCC) in Seoul, Hannam-dong, Korea, is a Cultural Centre of the Indian Council for Cultural Relations of India, established in July 2011. It has entered into a Memorandum of Understanding with several provinces, cultural organisations, and academic institutions to broaden the stakeholders promoting Indian culture in Korea (Yogeswari,2023). And as part of people-to-people connection, the ICC (Indian Cultural Centre) was established in Seoul to foster cultural exchanges between India and the ROK and promote India’s rich heritage. It conducts various programs and organises several events that include the International Day of Yoga, Gandhi Jayanti, Tagore Jayanti, and festivals of India, etc. (Indian Council for Cultural Relations, 2021). Just like that, Tourism is also a vital tool in this. An initiative named the Swadesh Darshan Scheme, launched in 2014, aimed at creating theme-based tourist circuits across India. The Buddhist Circuit program, a part of this scheme, was initiated to facilitate the integrated development of holy Buddhist sites throughout the country. Korean tourists visiting India, particularly the Buddhist circuit, in large numbers, signifies the importance of cultural exchange and people-to-people interactions in fostering friendly relations between the two nations(Yogeswari,2023).Along with this, various scholarship programs like the Global Korea Scholarship Program, the Korean Government Support Program for Foreign Exchange Students, the Support Program for Self-financed Students, the GKS (Global Korea Scholarship) Invitation Program for Students from Partner Countries, and the GKS for ASEAN countries’ Science and Engineering Students. (Embassy of India, Seoul, 2023). Which all are helping the nations in one way or another to strengthen their relations. In short, India and South Korea are one of the best examples of this strategic cultural diplomacy, where both nations are using their respective cultures to strengthen bilateral relations. Mutual soft power and cultural exchange are redefining the growing partnership of both countries as they take their first critical steps on deeper collaboration in the era of economic confrontation and geopolitical games. The significance of cultural diplomacy will be even more significant as bilateral ties face a dynamic international environment.
Conclusion
Being a resource-poor country, foreign trade and overseas economic relations are vital for Korea’s economic development. It is evident that Korea’s Cultural diplomacy strategically plays a critical role in shaping its social or diplomatic relations with other nation-states. In India as well, after COVID, the effects of Hallyu are more visible than ever. The intensification of transnational media has resulted in a high flow of culture between nations, making them part of everyday local experience. Korea’s cultural diplomacy is making a significant impact on both the government and the people of India. As for the people, it is creating a counter-platform to resist the global cultural standardization of the Western media. Making a huge difference in the day-to-day life of the younger generation. From the food to the dress, the millennials have a high preference for Korean Culture. As a result, a lot of Korean companies from multiple sectors are entering in Indian market, enhancing the brand value of the country. Therefore, the Korean Government machinery has been making efforts to promote Korean culture in India. KCC and branches of King Sejong Institute in New Delhi, Chennai, and Patna can be considered as an examples. The high-level government delegation, led by the Department for Promotion of Industry and Internal Trade from the Ministry of Commerce and Industry, has strategically allied to promote trade and investment opportunities for Korean companies in India. This alliance aims to significantly enhance economic ties between the two countries and foster extensive collaboration in various sectors.
The strategic employment of cultural diplomacy by Korea has also paved the way for soft power projection so that the nation can reinforce its international reputation and create mutual comprehension. In India, the effect of this soft power is seen in the manner in which Korean culture has effortlessly integrated into day-to-day life. From K-pop idol-influenced beauty standards to fashion trends led by K-dramas, the popularity of Korean aesthetics has made its mark. This cultural connection has influenced cross-industry collaborations, with fashion and beauty being some notable examples, with brands like Innisfree and The Face Shop becoming commonplace. Also, the blending of Indian and Korean cultural ingredients in cuisine, fashion, and online content points to how Hallyu is adapting to appeal to local tastes. Such a creative mix of cultural accommodation and innovation not only consolidates Korea’s cultural footprint in India but also embodies the dynamism of contemporary cultural diplomacy.
In brief, the relationship between India and Korea has strengthened over the last two decades. The convergence of economic and strategic interests has brought the two countries together, and culture has played an intrinsic role in uniting the nations. Thus, South Korea is important for New Delhi’s engagement with the East Asian region, as the Modi government has initiated the “Act East” policy, altering the ‘Look East Policy,’ to build a closer relationship with Southeast and East Asian Countries. As for the Korean government, they are also not missing any opportunity to develop closer political, economic, cultural, and strategic relations with India. In such a scenario, it will be fascinating to observe how the strategic cultural diplomacy of the Korean and Indian governments will complement each other in the coming years.
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