By Nishat Anjum
Have you heard of BTS, Black Pink, Squid Game or Korean Skin Care routine? If the
answer to any of these questions is yes, now think how did you get familiar with them? The answer to this question is “The Hallyu Wave in India”.
A lot of things changed during this pandemic. From offices to workspace at homes, from classrooms to zoom classes, everyone had to adapt to the new normal. Amidst all this, something happened which was unique to India, the rise of the Korean or Hallyu wave.
Prior to the pandemic, a K-Pop group known as EXO visited India to see why the Korean wave didn’t make an impact in this South Asian country. During their visit to Mumbai, they went to Gateway of India to see if anyone would recognize them. In a swarm of people, something Indian and Touristy happened to them. A couple approached them to get a photo clicked. EXO members, filled with joy, thought someone recognized them, maybe it was time they met their first Indian fans. Little did they know, the couple just needed a cameraman.
Cut to 2021, India has fan clubs of all major K-Pop bands, K-dramas are being dubbed in Indian Languages, and Korean food restaurants are popping up across the country. Glass skin makeup look is a known term to the makeup artist. And e-commerce website like Korikart, KS Food is targeting Indian Customers with Korean products ranging from food to cosmetics. During the pandemic, these platforms have seen a rise in demand. As in late 2021, when things began to open up again, big cities like Delhi, Mumbai and Hyderabad, saw Korean Wave in the real world. Korean Fest was organized at different places to celebrate Korean culture. Of course, that entails, merchandise of BTS ranging from their coffee (you read that right, they have their coffee merch) to tote bags.
People riding the Korean Wave were hooked to all things Korean and this was noticed by Korean Tourism Organisation as well. Due to travel restrictions and the pandemic, they decided to innovate a bit and give a virtual experience to Indians. They called it KXperience. It aimed to create a better understanding of Korean Culture. Associations like Korean Culture Centre India (KCCI) helped them with collaborations and reach a bigger audience.
In 2019 who would have thought our screensavers would include Gong Yoo, Park Bo Gum or Jin along with our Ranbir Kapoor or Surya. When political scientists say that society today is a global village, they are not kidding. Today, with Rice and Sambar, Kimchi can be a side dish.
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