Demystifying Success Of Hallyu Wave In India

The Kraze
Underneath
The dusty bylanes of
Humayunpur, (a middle
class but eclectic hangout
for young students of
nearby Kamla Nehru, NIFT,
Gargi college), is buzzing even
on a weekday afternoon with
college students.

A microcosm of Korea has

developed here – encouraged
2
by the popularity in recent
years of Korean culture in India.
The hub has expanded from
Korean food joints to fashion
and beauty shops
as well.

4
 In the parallel digital world of
Instagram, another Korean
inspired trend is making inroads
into the everyday lives of the
Indian youth - Korean skincare
hacks. Make it in your own
kitchen with everyday ingredients
most used by Koreans. Delivering
the promise of perfect “glass
5
skin” that has become
characteristic to the Koreans. All
of it through the ease and
accessibility of ingredients you
have at home anyways .
6

7
 Korean
Noodles market
The popularity of K-Culture is no secret in India. What began $ 0.25 Bn USD (2021) to
as a one time wonder by Psy “Gangnam style” in 2012 has $ 8.13+ Bn USD (2023)(11)

become a complete wave reaching into the deeper recesses

of India today. According to a report by Facebook Analytics
2023, there are 15 million consumers (8) of Korean cultural
products such as K-Pop and K-Dramas in India.

But it wasn’t until Indian consumers were stranded within the Korean beauty products market
confines of their homes during Covid, that K-Wave became $ 531 Mn USD (Revenue/2022).
Expected to have grown to
mainstream. Netflix viewership increased by 370% (9) during $ 1.3 Bn USD (2032)(12)
Covid and MX players’ dubbed K-Content grew 12X (10).

Deconstructing its dimensions that draws in young Indians

to accept and celebrate a “foreign culture” as their own.

11071 teams
participated in K-Pop
In this report, we look at exploring the psychology contest (2023), highest
that's driving the popularity of K-Culture in India. ever in India since the
inception of all India
K-Pop contest
by KCCI(13)

14

15

16
The Indo - Korean
Bond Is Not New
Strengthening Ties Across Politics - Culture – Commerce

India & South Korea, a tale of two demographically

diverse countries -
• 1.44 Bn Indians & 51.7 Mn Koreans
• India’s land mass 3287263 Sq Km &
Korea’s land mass 100,210 Sq Kms
• India’s GDP $ 3.93 Trillion (2.45 times) vs.
South Korea’s GDP $ 1.67 Trillion(17)

And, yet both countries find their ancient roots

entangled with one another. Whether it is the
introduction of Buddhism in Korea in the 4th century or
the tale of an Indian princess (Princess Heo Hwang-Ok
or Suriratna of Ayodhya) who travelled to Korea to
become a queen(18). The two countries also share an
imperialistic past. Wherein, India was ruled by England
while Korea was a subject of Japan(19). Both countries
also have a common independence day- 15th August.

Political Ties
2006, Comprehensive
Economic Partnership
Agreement (CEPA) by
Dr. APJ Abdul Kalam to Cultural Ties
foster trade(20)
1929, Tagore
2014, Look East to Act composed “Lamp of
East Policy by PM the East”, a poem on
Narendra Modi(21) Korea(23)
Commerce Ties
2017, New Southern CM Yogi Adityanath
Policy by former ROK inaugurated “Queen 2022, bilateral trade
President Mr. Moon Heo Memorial Park”, relations between India
Jae-in(22) Ayodhya(24) and South Korea touched
$ 27 Bn(26)
2011, Swami
Vivekananda Cultural 2022, FDI by South Korea
Centre (SVCC) opened stands at $ 5 Bn S. Korea
at Seoul(25) is one of the largest FDIs
in India(27)

Invest India Programme,

by Union government set
up to facilitate ease of
doing business for Korean
investors(28)
Korea’s Innovative Growth
Strategy – From Exporting
Cars & Electronics To
Culture Products
31

Post the 1997 financial crisis, S. Korea

pivoted its growth strategy to a collaboration
between public & private sector giving rise to
a new model of growth(29). The success of
Samsung produced film “Shiri” prompted the
then Korean president, Kim Dae Jung to
realize the opportunity that cultural products
presented, in order to revive the economy.
To develop Korean cultural products, an
entire ecosystem was created to support this
strategy – ministry of culture, multi-million 32

$ concert auditoriums were built, relaxation

in censorship laws spurred on the
development of culture content(30).

33 34

Korean creative
industry generated IFPI Global Music Report
$ 12.4 Bn revenue as of 2022: South Korea is
export in 2021 vs. 3rd biggest music market in
Consumer Electronics Asia and 7th largest in
exports generated the world
$ 4.7 Bn 2021

35 36 37

K-Pop industry was Between 2017 – 2021,

the K-Culture products K-Beauty market
$ 8.1 Bn (2021) is among the top 10
estimated to reach generated 1,60,000 new
employment. worldwide beauty markets,
$ 20 Bn by 2030, with a projected value of
Corresponding to 19.6%
CAGR 7.3% $ 21.8 Bn by 2026
increase in Korea’s overall
employment rate in 2022
 Creating Culture Capital Through
A Strategically Crafted Adoption Curve:
K-Content Becomes The Doorway
To K-Fashion, Beauty & Food
Korean content is not just a source of enter- favourite food of idols - Bibimbap
tainment but also an accession to the becomes interlinked to the desirability of
Korean way of life – with onscreen the icons themselves. Characters become
characters introducing Indian audiences to a living proof of the credibility and, effica-
their fashion, food & beauty choices. These cy of these lifestyle markers. The
onscreen spokespersons trigger not just an no-makeup yet dewy lips and glassy skin,
awareness about the Korean way of life, also the casual silhouettes and yet smart
create desirability for new beauty & lifestyle formals, heavily accessorized/ styled look
standards. ‘Glassy’ skin or the gives fashion a higher dimension -
becoming a new marker of fashion
inspired by the Korean way of life. It
resonates with functionality and yet a
sense of aspiration of this lifestyle. Similar-
ly food & drinks play a significant role in
38 building awareness of the lifestyle
portrayed by the much loved idols in
K-Content.

“Most characters in
shows will have
Tteokbokki as their 39
favorite food. I wanted
to try it & see kaisa
hota hai (How it
tastes like.)”

-Female, 23, Delhi

42

40

41
“Glass skin makes you look younger, no spots,
no wrinkles. I use Korean sheet masks from Innisfree
& Face Shop regularly.” -Female, 23, Mumbai
Deconstructing
The World Of K-Content

K-Content,
Two starkly a formula
different worlds: tailored for
dark, real & the young
candy floss, attention
fantastical deficit gen

An imagined but a K-Content

fantastical world of challenges monolithic
possibilities-Meteoric & negative masculinity.
success that is within New codes of
individual’s control and “Soft” masculinities
love transcends all emerge
barriers

5
Empowers viewers
with a sense of
insider access.
Fandoms are based
on an open,
democratized power
equation
 1. A Tale Of Two Starkly
Different Worlds: Dark, Real &
Candy Floss Fantastical

Raw, real, dark, Innocence of love

power mongering, that conquers all, hope,
survival, social injustice self-acceptance, joy,
& inequality, greys in empathy, success
human emotions in our control

Hellbound Parasite Squid Games 20th Century Girl The Beauty Inside Sweet and sour

“I’m interested in knowing how different the

“Thrillers have such an interesting storyline. K-drama love stories are, how stark two
If they show a 800 yr old man, they will make
personalities are and what makes them come
you believe in that. It will transport you to
that era. Also, the stories are so unpredict- together. I like how much effort the lead characters
able. The hero is the real villain which is make for each other. I take insights from these
hardly we see in Indian or western movies.” shows and try to practice it in my life as well.”
-Male 27, Gurugram - Female, 26, Gurugram

43 44

20th Century Girl,

a teen girl sets her
eyes on a boy for her
lovesick best friend.
Movie Sweet & Sour,
is about a couple with
real world challenges
to make their long
distance relationship
work.

Movies like Hellbound, encapsulates the absurd

and unfair society run by few powerful that exploit
public fear & pain. Another popular series, Squid
Games revolves around a fierce survival game,
played by commoners driven by debt. Parasite,
much acclaimed also highlights the rising gap
Two distinctly different genres built to serve audiences of
between rich and poor.
different psychographics. One, who embraces raw reality
and the other who seeks to escape into a dream.
2. A Formula Tailored For The
Young Attention Deficit Gen
16 episodes, not an endless saga like A K-Romcom formula that unfolds
Indian soap operas emotional intimacy gradually, leads
into physical intimacy. Unlike Western
20 minutes/ episode – tailored for the romcoms that have an inherent
“shorts” gen (Falling avg. attention comfort with physical intimacy
span of youth is 8 seconds)(45)
High global production quality –
Narrative themes that young gen visuals, music, art, fashion &
deeply cares about, i.e. racism, choreography
xenophobia, acceptance and self-care
K-Pop uses English language lyrics,
widening the appeal to a global
young audience

Familiar context : The values portrayed in K-Content are in synergy

with the inherent Indian moral fabric as well, i.e. - whether it is the idea
of love, respect for family and elders or it is the social disparities.

Yet pushing social boundaries: K-Content frames familiar context

with a different perspective, addressing social challenges and pushing
the boundaries on established norms.
47

46
Breaking another
taboo showing
older people in
love. The
A middle-aged grandmother falls
woman who in love with a
decides to barista & at one
complete her point even carries
medical training her beau into a
and start work hotel, over her
after 20-years shoulder.
of looking after
her family.

A love story
between two high
society ambitious 49
women trying to find
their true identities, A woman born with superhuman
the first depiction of strength is hired by the CEO of a
bisexuality on gaming company, to be his
Korean TV. bodyguard.

48
3. The K-World Of
Imagined & Fantastical
Possibilities

Highlight love beyond all barriers: K-Dramas bring alive the innocence of
“first love” where loyalty, commitment and sacrifice inspire love beyond
boundaries of time, form, status and even stereotypes. This is a recurring
theme in K-Dramas. Within its unexpected twists and turns, emotional
contours of love are gradually unfolded, e.g. - In “the lovely runner” the
protagonist travels to and fro between time to save her beloved from an
unnatural death.
 Meritorious success is determined by individual’s acts, not
predetermined destiny: K-Dramas paint a worldview where
meteoric success is not determined by “destiny” however, it
is contrasted to an idea destiny achievable through
individual’s hard work and within reach born with talent
worldview. Idols inspire fandoms for this reason as well. They
are recruited as early as 9-years old, and undergo rigorous
training to become a perfect all round entertainer – singing,
dance, acting, languages and lifestyle. This hard work ignites
respect amongst fans, creating a role model for success.

wa
sho
k e in a the
li s to
azy e kisse needs
e cr h
e y’ll b time s e man r into a
. Th ery that th urn he
lots g ev t
their p o a do sting is rm to dogs.”
e t e fo f
“I lik turns in ’s inter er dog fraid o
t a
girl . Wha ck in h an is
man her ba t that m Absurd & fantastical twists in a charming love
kiss an, bu
hum hi story: The romance in K-Dramas go beyond ‘boy
Del
le , 23,
ma meets girl’ themes into the realms of fantasy
-Fe
wherein the romance is set. Time travelling
lovers, shape-shifting, aliens falling for humans,
humans falling for robots, past life connections,
dreams as a way of communications – limitless
possibilities to imagination. And yet, not
becoming cringe. The production value of the
content syncs fantasy and real world emotions
seamlessly.
4. K-Content Challenges
Monolithic & Negative
Masculinity. New Codes Of
“Soft” Masculinities Emerge

K-Content manifests a
pushback against a
“They (men in K-Dramas) are cute. You know, tall, slim,
traditional outlook towards
beautiful skin. They are shown to follow skincare
masculinity. Typically, being
routines like women. Its very normal. And clean shaven,
a man has been a lot about
I don’t like men with beard, they feel very unhygienic.
doing things that girls don’t
Their clean looks make me feel they are compassionate
do – creating a negative
and caring.” - Female, 23, Delhi
idea of masculinity by
putting themselves in a
competition with the
opposite gender, albeit
unknowingly. K-Content
Well groomed and self care is the
reinforces a new idea of soft
masculinity, a deviation from new RUGGED
gender binaries by defying “Men who are conscious and care for themselves,
the generally accepted will most certainly care for their partner.”
notions of masculine and For the female fans a well-dressed & well-groomed
feminine. man often signifies success and ambition. It reflects
K-Content has inspired a his character and strength in his life for providing
new era of “soft” stability for the women.
masculinities exemplified
through men who are well
groomed, glowing skin,
manicured hands, “Who wouldn’t like a well-dressed man, but Indian men
fashionably styled and are like ghar ke slides and boxers pehenke kahin bhi
unafraid to express chalein jaayenge (Indian men would step out of the
emotions. A stark contrast house wearing just their boxers & slippers). Skincare for
from brooding, broad, them is soap. I tried so hard to get my ex to use
brawny, bearded, adrenaline sunscreen but usko samajh hi nahi aata tha. (But he
pumped, “emotions are a didn’t understand) Like its an achievement for Indian
weakness” believers – an men to take a shower during the day.”
idea of masculinity that - Female, 26, Delhi
has been normalized by
the West.
 “India mein bohot ladkiyon ko problem
hoti hai ki ladkon ko emotional availability
nahi milti. Kitne bhi acche boys kyun na
ho, ek point ke baad (Indian women feel
that men are emotionally unavailable. No
matter how good as boys that may have
been, after a point of maturing they are
emotionally unavailable) they start
escaping– they want a relationship
also but they try to escape that
responsibility.” “Korean men are much more
-Female, 26, Gurugram sensitive than Indian men. In
Indian romcom they will have
manly or egoistical angle to it.
Their (K-Dramas) approach
towards love & love language
is very nice.”
-Female, 24, Delhi

Honesty in experiencing, accepting & expressing

emotions is the new BOLD
Acceptance of emotions and expression of the same have been identified traditionally as a
“feminine” trait and have been regarded as “lesser”, a sign of weakness. Therefore, “men
don’t express”. K-Content’s representation of the masculine represent emotions as a strength
and glorifies a male that is unafraid to experience and express their emotions – courage to
shed a tear, feeling a sting of anger, cheering with joy, they are apologetically honest about it.

Unafraid of commitment and public “Agar ladki gareeb hai and the guy
is CEO, then he would try to turn
display of affection
her whole life like woh apna black
Waiting in the pouring rain outside her home, escorting card nikal ke de dega, ki tumhi lo
her home late at night, carrying the groceries - the karna hai karlo (In K-Dramas, if a
men in Korean content own the little acts of love for girl is poor and gone through
their beloved. Sounds old school, but an important hardships, but if the guy is a CEO,
projection of the eternal romance. The men are selfless, he would give his credit card to his
open and unapologetic about showing their affection girl asking her to do whatever she
in public. They epitomize a “gentleman”, passionate wants.”)
about his affections in public as much as he is in -Female, 23, Delhi
private.

“If the female says no, it’s

respected and it does not
become an ego hassle by
the man.”
- Female, 27, Delhi
5. A Sense Of Insider Access,
Fandoms Are Built On
An Open And Democratized
Power Equation
Sculpting a K-Pop idol star is the product of many teams, from production to PR, many functions put
in work tirelessly. Yet, a K-idol is incomplete without fans. The concept of fandom by K-Marketing
machinery is built for the young gen – one that doesn’t believe in “role models” or revere celebrities
like the previous gens. Unlike the distance of reverence between celebrities and fans in Bollywood and
the West, K-Idols are co-created along with fans. There exists a sense of a democratized power
equation between idols and fans. The mutual accountability stems from label companies constantly
acting on fan feedback in an idol’s conduct & career while simulating an environment for fans to build
one-on-one intimate connections with their idols. The fan-idol relation is fueled by merchandise,
community celebrations and private messaging apps all working to meet the fans’ emotional needs
and giving them a feeling of having an insider access to their idol’s life.

Fan Cafes Private Messaging Apps

50
Fan’s emotional needs are
met with apps like
Bubble and Universe that
simulate private messaging
between fans and their idols.

Fans rent & decorate "fan cafes"

with photos and other items
related to their celebrity. Cafes
offer special menus named after
the celebrity & cup sleeves with the
celebrity’s face printed on them.
Fan cafes double up as pop-up
stores, with merchandize ranging
from specially designed stickers
51
and dolls to key rings and
cardboard cutouts.

52
On ‘The Way Home’ Phenomenon

It entails fans waiting to see their celebrities as they leave

work. It works as a system in which agencies and fan clubs
share dates and times with fans in advance on online
platforms. Culture has given rise to events where fans and
celebrities meet in unofficial, yet still highly organized, ways.

53

Merchandise Power

K-Pop merch has become a way for K-Pop fans to

support their idols. It helps them identify fellow fan
community which brings pride and bragging rights.

54 55

56
However, Once The Gloss Of Carefully
Curated “K-REEL” Wears Off,
It Leave Consumers Disappointed
By Real Life

Projection builds perception. Current Indian

consumers of K-Content in India tend to look at
“Not all
the world from K-Tinted glasses, believing in an men are
like men
K-Dram portraye
ideal worldview: Soft without any sharp edges. as. That
does ma d in
disappo k e me a litt
inted. Pe le
Whether it is the portrayal of men that they desired shell and ople don
express ’t come
time the their lov out of th
onscreen for their traits, or it is the relationships y don’t v e. Most o eir
express.” alue you f the
they’ve desired for, K-Content creates a set of r love are
- Female afraid to
expectations that are far removed from realities , 23, Mum
of their present life. bai
A Closer Look
At Emotional
Drivers That Are
Fueling India’s Love
For K-Culture.
K-Culture Promises
A Hope-Filled Antidote
An antidote to the dark days of Covid.
The love affair with K-Content strengthened when Covid affected people mentally
and physically. From the reality of a world that was dark and uncertain, Indians could
escape into a positive, uplifting world through K-Dramas and music through their
joyful and heart warming lyrics and stoylines. It was the perfect escape from a dark
reality of that time. Song lyrics like “Good days will come” became a vocalization of
the much needed “hope”, that was much needed to get through a dark period.

Celebration of love, empathy & self-acceptance

K-Content has encouraged young Indians and given them a new permission to
embrace themselves and their uniqueness - From reinforcing positive masculinities
to empowered femininity.

Spirit of Invincibility & authenticity

K-Pop songs are celebrated for their 57

motivational and uplifting values. The lyrics of

popular sound tracks inspire one to not give.
Added to meaningful and upbeat lyrics, is also foot
tapping rhythm that catches the attention of young
gen. Making it a new form of motivating the self.

“What attracts me to BTS's music is their authenticity,

vulnerability, and the way they express themselves
through their lyrics. Their music has a way of making
me feel empowered, uplifted, and connected to others
who share similar emotions.”

-Female, 28, Mumbai

“Listening to K-Pop, especially BTS's music,

always makes me feel connected to my
genuine self. It's like a mirror that helps me see
the most authentic version of myself and gives me a
renewed sense of being. It makes me feel alive and
motivated to tackle challenges.”
58
-Female, 26, Kolkata

“When I was struggling in law school I used to watch a K-Drama knowing that in next 2
hours I’ll feel much better. Meri life mein kuch sahi nahi chal raha tha toh atleast wahan
toh sab theek hi hai (There was nothing right happening in my life then so I felt that at
least something was happening right in the K-Dramas). I mean I’d rather cry out my
stress while watching a show than make myself miserable in front of others. It’s a safe
bubble that I can enter and escape at any time, a sure shot break from reality.”
-Female 26, Delhi
The Confidence Booster,
K-Factor Adds Rizz To Social Life
The novelty of knowledge earned bragging rights for early adopters

Early adopters of K-Culture added rizz to their social life, by gaining knowledge
about a ‘foreign culture’, that set them apart from their peers, specially during early
years of school and college. It brought social elevation for them as they became
the voice of influence at a young age within their peers. Allowing early K-Fans
bragging rights, “I did it first” before K-Wave reached the masses.

“It definitely helped me to

understand my interest, my
likes & dislikes. Coming out of
the shell, partly I can say
because I feel at some point of
time you can express yourself
through a form of art. As I love
dancing, I used to follow those “I started it in 8th standard, very young.
K-Pop dance moves. Those I was the only one watching it, no one else
moves stood out for me and around me was into it aur woh interest bhi
made me stand out as well.” nahi dikhaate the (and they never even
-Female, 28, Kolkata showed any interest in exploring it). They
were like ‘kya dekh rahi hai, sab same hi
dikhte hain’ (why are you watching it? All
of them look the same) but it didn’t affect
me. I’ve always been an explorer so woh
mere liye bohot unique tha (that was very
unique for me) like something of my own.
A Fuel To Self Discovery I’m also exploring Japanese content now,
because people have started exploring
Korean content has helped many young Korean content now, but I already did it
Indian girls to overcome their shyness. For back then.”
some, K-Pop artist’s dance moves became a -Female, 23, Delhi
hook while for others their fashion and
styling was an attraction. Girls as young as 12
years started to come out of their shell as
they imitated the simple nuances of K-Pop
artists within the confines of their rooms and
discovered their own talent inperformance
arts & knack for fashion and beauty. The
newly realized talents helped them to open
up to the world with confidence as they felt
proud of their self discoveries.
K-Culture Grants A Ticket
To New Permissions
Self-acceptance & new masculinity
Liberating men from the burden of hyper
masculinity, Korean idols’ popularity indicates a
new idea of desirable male that’s gradually gaining
acceptance. Foremost, embraced by young
women across India, it was rejected by the Indian
male to begin with. However, recent shifts indicate
a greater openness and permissions Indian men
are allowing themselves.

Embracing emotional wellbeing through

expression
In a culture where emotions are seen as a sign
of ‘weakness’, K-Content has normalized
experiencing and expressing nuanced emotions.
Traditionally, India has been conservative in
expressing emotions. Emotions have been
regarded as a sign of weakness. However,
in recent years K-Content is normalizing
expressing emotions. It is a celebration of
authentic expression allowing Indians a
permission which was locked behind closed doors.

Massifying cultural exploration

So far, cultural exploration was widely accessed
through physical travel and therefore limited to a
few. K-Culture products, a unique one of a kind
way to explore a foreign culture has opened up
exploration beyond physical boundaries. A new
breed of culture explorers has emerged that
celebrate their Indian native culture and yet are
curious to experience global cultures as well.
The Korean content machinery has created a new
way to experience foreign culture opening it out
to the masses.
India’s Love Affair
With K-Culture
Intensifies With
K-Food, Fashion
And Beauty
Foodgasm Is An Integral
Part Of K-Content, Propelling
Forward The Adoption Of K-Cuisine
Korean food has been gaining popularity. Dishes like Bibimbap are becoming a part of
the lexicon of young Indians who are open to experiment with global cuisines. But what
makes K-food particularly exciting to young indians is that it comes highly loved and
recommended by their favourite K-Pop/K-Drama idols. Seeing their idols realish a dish
serves as a validation prompting them to experioment with it.

In K-Dramas they don’t just eat their food, they romance with it. They evoke emotions
through food. Dedicated 5-10 mins. are given to a food segment making it an integral
part of K-Content. Raising curiosity and awarenss with their favourite characters
romance the popular K-Dishes.

Supported by other content like food testing videos, food festivals and contests by
influencers, there is a surround 360° created around K-Food love.

Korean food content by influencers

Korean food festival in India

59
60

Korean food tasting content

Actors waiting outside
BBQ store. Dedicated 5 mins
section on just food

62

61
Kimchi Finds A Place In
Everyday Meals As India’s New
& Healthy “Achaar” (Pickle)
Food is an integral medium to
experience any culture. As Indians
gain greater exposure to the world,
their curiosity towards global

ka.
cuisines heightens. This is further Kim Jiyeol says

and paneer tik

fueled by the popularity of Korean “Whether it’s chicken curry,
content, there has been an explosion dal, or mutton curry, both
Indian and Korean foods are
in the number Korean restaurants,
known for being spicy. Indians
that give easy access to K-fast foods
enjoy spicy food, and so do
across the country. Indians have Koreans. Also, both cuisines
uncovered a special affinity towards

tha
place importance on gravy,”

Korean food because of the via The Print.

ran
experience of diverse flavours and

pa
yet the comfort of a few similarities

to
from our own palette.

ist
tw
Ch an
Whether it is a gravy base, spicy and nuanced ef ore
/F 63 K
flavours - Korean and Indian food palettes oo
d In ding
fluencer in Delhi ad
have a few similarities appreciated by Indians.

The growing love for Korean cuisine is

also demonstrated through an
explosion in accessibility of Korean
ingredients and cooking tools
(Gochujang – red chilli paste,
Doenjung – soybean paste) in Indian K-Food packaging is a resounding
supermarkets not just in metros but
also in smaller towns.
reminder of things Indians love.
Widely used Red. Orange
colors in Korean food
packaging = clear signals
of spicy & hot

Pictures of K-Pop stars on

packaging drives a
stronger affinity at store
Aloo ki sabji : Gamja Jorim 64
level

Love of fast and instant

food targeted to
on-the-go forever
impatient young Indians

Baraf ka gola : Bingsu 65

India’s Fashion Choices Are
Evolving- From The “Siren” Look
Influenced By The West, To The
“School Girl” Look From K-Fashion
Casual, Oversized Silhouettes; K-Fashion exemplifies
an asexualized trend, a stark departure from Western
sensibilities that India has been heavily influenced by,
so far.
The classic K-Look that’s been doing the rounds with Indian
youth is characterized by the “school girl” look or unisex
silhouettes, i.e. – oversized plaid shirts / t-shirts, plaid
wrapped skorts, stripe pants and graphic tshirts,
sportswear jackets, casual rompers.

With most fast fashion ecommerce portals having picked

66
up the popularity of K-Fashion, there is accessibility of
this look far beyond the metros.

Anime characters are a significant part of this look.

Donning these characters allows the wearer to
borrow values that it represents, making it a part of
their personality and conduct.

68

67
The Irresistible
Lure Of
Eternal Youth.
K-Beauty ideals are reshaping Indian beauty standards
 69

70

In 2022, the revenue of the

Korean beauty products market
in India reached approximately
$ 531 Mn forecasted to grow to
over $ 1.3 Bn by 2032.

Tira, Nykaa, MyGlamm some of

the biggest names in personal
care and makeup e-tailing
boast of a whole section on
Korean beauty.

70
Effortlessly Flawless &
Naturally Beautiful,
A New Beauty Standard Emerges

Ideals that
make up K-Beauty
Standards

K- Makeup look is the

effortless by natural,
clean, baby shine face
look vs. the
cosmetically created
look characterized by
the West

Delicate oval shaped

face, visible cheekbones,
a clear v-jawline

Glassy,
translucent skin &
dewy supple lips

Straight, thick,
black, healthy and
high glossy hair

K-Beauty exemplifies natural and effortless beauty, allowing women to access and flaunt
vanity that they are “Born with it” vs. the Western idea of looking good is hardwork.

K-Makeup is minimal & blends in rather than stands out unlike the Western makeup look.
Makes a women look ‘naturally beautiful and perhaps god gifted’ rather than making beauty
look like hardwork.

“Ingredients from the kitchen” There is an inherent commonality between Korea and Indian
love of natural ingredients. In a desire to achieve this “naturally beautiful” look, K-Beauty
products are gaining popularity in India as the “Elixir of youth.” Known to be created with
natural ingredients without any harsh chemicals, they're embraced by Indians which is also
close to the philosophical synergy to the idea of “Ayurveda” in India.
K-Beauty Hacks
Tap Into India’s Love For
Natural And Home-made
Rice flour is the new multani mitti of K-Beauty,
A hack for the “glassy skin”

Indians have a natural

affinity towards using
homemade natural
products. There is a
comfort with ayurvedic
ingredients, again natural.
Korean products appeal
to this sensibility.

74

73 Flax seed homemade

masks are the new skin
elixir, what erstwhile
“besan & sugar” masks
used to be.

72
What can
brands learn
from this?
Creating Fandoms
In An Era When Consumer
Loyalty Is Diminishing

The K-Culture global marketing machinery that’s earning enormous cultural capital
through its produce, has a few lesson for brands. In creating a successful model of culture
exports, a unique model to appeal to youth has emerged at the core of its global success.
Creating fandoms in an era when consumer loyalties are hard to achieve is a feat in itself.
But there is a clear formula observed on how they’ve done it so successfully.

1. Make your fans co-creators, co-owners of your success and journey

Brands need to allow customers to co-own the brand’s success. It can lead to greater
interaction & participation with the brand. This emotional validation of being a
contributor to the success story of a brand transcends customers’ making them into
brand advocates.

Provocation:
Can your next product R&D and design be co-created with your loyal customers?

2. Democratizing creativity, even when unauthorized

K-Pop, dramas and idols provide fans with a stimulus that opens up the flood gates for fan
communities to interpret the fantasy in their own unique way through merchandize, social
content, challenges, memes, artworks, rituals – many expressions. This requires embracing &
even celebrating diverse points of views, creative expressions and accepting a decentralized
view of brand control. Brands need to embrace this decentralized worldview, where consumers
engage at a deeper level with the brand. Heinz & Coca Cola have understood it well and
initiated fans to interact with brand assets – logo, colours, typography, packaging – which has
turned into global marketing campaigns. Once the stimuli is handed over to the fans, how they
interpret its creative output can even pleasantly surprise the business.

Provocation:
Can your next marketing campaign assets be a an outcome of fan creativity?
3. Fostering intimate connection – one
to one meaningful connect with
customers
An idol to fan one-on-one chat
An average netizen is exposed to over
4000-10,000 ads in a day(75). Brands
powered by apps like Bubble, Universe etc.
clamor in the race to be visible and to
stand out in this clutter. Much the same
76
for the multiple fans for K-Idols. Yet,
each fan has an intimate connect with
their idol. Hyper personalization
through technology where a brand
builds a one-to-one connection with
their customers. Becoming a part of
their daily wins and supporting them
through their tough times. This will
enable a truly meaningful connection,
valuing your consumer as a ‘human’ not
just a ‘buyer’.

Provocation:
Can your CRM strategy be
hyper-personalized to meaningfully
connect with key moments in
customer’s lives?

77
Move Over The Safety Of
Stereotypes, Young Indians
Seek New Permissions & Bold
Moves From Brands
K-Culture has validated new permissions for young Indian audience – whether it is
introducing new ideas of masculinities, a liberation from the tightly held notions of
masculinity, normalizing emotional well being and self acceptance or challenging the “male
gaze” view to the world. Specially pertinent today’s time as gender fluidity has also found an
expression on the international fashion stage where androgyny trend is shaping youth
expression. Each of these narratives are meaningful for Gen Z.

The popularity of K-Content is indeed a pushback against the ways people have looked at
these issues so far. Whether media or brands, the industry plays a vital role in reinforcing or
defying stereotypes, and the Gen Z is pushing them to mirror an alternative and emerging view.

An audience thats growing up with new permissions, expect brands to share their values
with honesty and authenticity. Therefore, it is an imminent need for brands to smoothen
their edges, introduce the lens of female gaze in their marketing approaches, putting
greater focus on self definition, expression and discovery.

Provocations:
1. Re-evaluate your brand’s view of masculine & feminine – are your boundaries hard
lined or permeable?
2. Are you still reinforcing and mirroring an aging world order?
3. Does your brand celebrate authentic expression – driving towards normalizing
emotional well being?
Authors:
Sourav Ray, Chief Strategy Officer
Aparajita Biala, AVP - Strategy Planning

Researchers:
Sonali Sharma, Senior Planner
Aniket Paul, Senior Planner

Designed by:
Nitesh Sah, Group Creative Director
Hitesh Razdan, Senior Creative Director
Rashmi Ranjan, Group head
Sandeep Aryan, Creative Supervisor
Kiran KR, Art Director

Special Thanks – Namhee Kim, Shreyasi Roy and Prantik Dutta

About Cheil India

Cheil India is one of the country's top 5 advertising agency networks and serves as the regional headquarters for Cheil Worldwi de in Southwest Asia.
Cheil India is one of the fastest-growing communication networks in the region. The agency has myriad capabilities across ATL, digital, brand activation ,
and retail marketing, which ensures that they are one of the few agencies to provide clients with truly integrated marketing solutions.

Cheil India is part of Cheil Worldwide, Korea's leading advertising and marketing network. Headquartered in Seoul, Cheil Worldwide is one of the
fastest-growing agency networks in the world and the 10th-largest agency group in the world by revenue (Ad Age, 2023). It operates in 46 countries with
more than 6,500 employees. Cheil and its affiliates, including Barbarian, BMB, Cheil Centrade, Cheil Peng Tai, ColourData, Experience Commerce, Iris,
McKinney, and One RX, have won major international awards, including Cannes Lions, CLIOs, Spikes Asia, and others.

For more information, please contact:

Geetu Batra | 9873458682 | [email protected]
Source:-

• "The information contained in this report Demystifying Success Of Hallyu Wave In India is based on publicly available data and should not be considered as proprietary or confidential."
• "This report Demystifying Success Of Hallyu Wave In India is intended for general informational purposes only and should not be relied upon for making investment or business decisions."
• "The opinions and views expressed in this report Demystifying Success Of Hallyu Wave In India are those of the authors and do not necessarily reflect the views or policies of Cheil India Private Limited.

• Qualitative interviews were conducted by Cheil Planning, 2024

(Age: 16-30 years | Male and Female | Delhi, Mumbai, and Bangalore | N = 30)

1. Humayunpur, Safdarjung Enclave, New Delhi

Dongne The Town https://www.instagram.com/dongne_the_town_official_delhi/

2. Humayunpur, Safdarjung Enclave, New Delhi

The little Korea Café https://www.instagram.com/the_little_korea/

3. Humayunpur, Safdarjung Enclave, New Delhi

4. Humayunpur, Safdarjung Enclave, New Delhi

5.Muhammad Faizan https://www.instagram.com/faizanelatif11/

6.Lisa Baisl https://www.instagram.com/lisa.beautify/reels/

7.Instagram (User): Sayedakainat20

8.Report by Facebook Analytics 2023

9.https://www.bbc.com/news/world-asia-india-64048793

10.https://medium.com/@akshathas721/how-all-things-korean-are-becoming-popular-in-india-f983098803fa#:~:text=The%20pandemic%20lockdowns%20left%20Indians,in%20the%20last%2018%20months.

11.https://www.business-standard.com/industry/news/korean-noodles-provide-an-opportunity-for-growth-to-fmcg-companies-124012100471_1.html

12.https://www.statista.com/statistics/1450912/india-korean-beauty-products-market-revenue/#:~:text=In%202022%2C%20the%20revenue%20of,approximately%20531%20million%20U.S.%20dollars.

13.https://www.newindianexpress.com/entertainment/english/2024/Apr/30/korean-cultural-centre-india-to-organise-all-india-K-Pop-contest-2024-from-may-17-3#:~:text=Last%20year%2C%2011%2C071%20t
eams%20%2D%2D,Korea%20as%20a%20tourist%20destination

14.The Guardian - https://www.theguardian.com/culture/2020/may/11/crash-landing-on-you-parachute-into-this-addictively-romantic-south-korean-soap-opera

15. Medium - https://medium.com/@nazish17/finding-extraordinary-in-the-simplicity-of-life-through-the-eyes-of-business-proposal-korean-drama-1fb38861ffb3

16.Twenty Five. Twenty One.Medium - https://medium.com/@huongiee/a-million-thoughts-about-twenty-five-twenty-one-6619cf19657a

17.https://countryeconomy.com/countries/compare/south-korea/india

18.https://www.bbc.com/news/world-asia-india-46055285

19.https://economictimes.indiatimes.com/news/india/15th-august-five-countries-that-share-independence-day-with-india/videoshow/112531030.cms?from=mdr

20.https://economictimes.indiatimes.com/india-s-korea-fta-may-fall-within-cepa/articleshow/1403865.cms?from=mdr

21.https://www.thehindu.com/news/national/look-east-policy-now-turned-into-act-east-policy-modi/article6595186.ece

22.https://www.eria.org/news-and-views/south-koreas-game-changer-new-southern-policy/

23.https://www.deccanherald.com/archives/lamp-east-2435468#:~:text=When%20a%20stifled%20Korea%20under,of%20Tagore%20made%20all%20the

24.https://travel.economictimes.indiatimes.com/news/destination/states/up-cm-yogi-to-inaugurate-queen-heo-memorial-park-in-ayodhya-in-oct/93989638

25.https://dras.in/indo-korean-cultural-diplomacy-threads-of-tradition/#:~:text=Swami%20Vivekananda%20Cultural%20Centre%20(SVCC,India%2C%20established%20in%20July%202011.

26.https://www.ibef.org/indian-exports/india-korea-trade#:~:text=The%20bilateral%20trade%20between%20India,standing%20at%20US%24%205.71%20billion.

27.https://corporate.cyrilamarchandblogs.com/2024/05/india-korea-building-blocks-for-50-billion-bilateral-trade-by-2030-other-investments/.

28.https://www.investindia.gov.in/country/korea-plus#:~:text=Invest%20India%20and%20Korean%20SMEs,joint%20events%20related%20to%20FDI.

29.https://www.adb.org/publications/twenty-years-after-financial-crisis-korea

30.https://theasiancut.com/post/south-korean-cinema-new-wave-today/

31.South China Morning Post https://www.scmp.com/lifestyle/entertainment/article/3002848/shiri-how-1999-south-korean-action-blockbuster-changed

32.South China Morning Post https://www.scmp.com/lifestyle/entertainment/article/3002848/shiri-how-1999-south-korean-action-blockbuster-changed

33.Invest India https://www.investindia.gov.in/team-india-blogs/celebrating-50-years-tapestry-india-korea-relationship

34.IFPI Report https://www.ifpi.org/wp-content/uploads/2020/03/Global_Music_Report_2023_State_of_the_Industry.pdf

35.Presswire https://www.einpresswire.com/article/638218946/K-Pop-events-market-predicted-to-growing-at-a-cagr-of-7-3-and-surpass-usd-20-billion-by-2031

36.The Economic Transcript https://tetofficial.com/the-korean-wave-economic-implications/

37.https://www.businesswire.com/news/home/20200226005454/en/Global-K-Beauty-Products-Market-Opportunity-Analysis-and-Industry-Forecast-2019-to-2026---ResearchAndMarkets.com

38.K-Drama : Weightlifting Fairy Kim Bok Joo https://myseoulbox.com/blogs/seoul-blog/5-korean-dramas-to-fulfill-your-foodie-seoul

39.https://www.youtube.com/watch?v=6vkXuHgI4wA

40.Social Restaurant Post https://x.com/SocialOffline/status/1808112868312637562

41.https://dennison.in/collections/korean-trousers

42.https://www.skinbae.in/

43.The Guardian https://www.theguardian.com/tv-and-radio/2021/nov/25/hellbound-the-south-korean-death-fest-that-wipes-the-floor-with-squid-game

44.Medium https://medium.com/@thereviewstop/20th-century-girl-can-do-a-korean-drama-romance-96c981607ada

45.https://www.forbes.com/sites/shanesnow/2023/01/16/science-shows-humans-have-massive-capacity-for-sustained-attention-and-storytelling-unlocks-it/

46.The Hindu https://www.thehindu.com/entertainment/movies/doctor-cha-K-Drama-review-uhm-jung-hwa-

aces-this-journey-towards-empowerment-and-independence/article66942259.ece

47. TOI https://timesofindia.indiatimes.com/web-series/news/korean/strong-girl-franchise-faces-criticism-over-male-spin-off/articleshow/105529997.cms

48.South China Morning Post https://www.scmp.com/lifestyle/K-Pop/K-Drama/article/3133890/netflix-K-Drama-mine-elegant-and-diverting-drama-fuelled

49.https://timesofindia.indiatimes.com/web-series/news/korean/strong-woman-do-bong-soon-business-proposal-king-the-land-five-heart-fluttering-korean-dramas-involving-dapper-ceos/photostory/1059
29052.cms
50. https://m.koreaherald.com/view.php?ud=20230829000777

51. https://www.nngroup.com/articles/kpop-private-messaging/

52. https://www.nngroup.com/articles/kpop-private-messaging/

53. https://m.koreaherald.com/view.php?ud=20230829000777

54. https://www.rappler.com/brandrap/beyond-the-buy/237285-why-k-pop-merchandise-everywhere/

55. Self-clicked

56. Self-clicked

57.Statista https://www.statista.com/statistics/1366006/south-korea-increased-hallyu-consumption-due-tocovid-19-by-content-type/

58.https://www.seventeen.com/celebrity/music/a28928893/best-bts-quotes/

59.Discover Korean food festival https://www.youtube.com/watch?v=c3W3K7TU81M&t=94s

60.Alive and kicking https://www.maliveandkicking.com/2017/11/imagine-your-korea-at-korea-festival.html

61.Fabio Parasecoli https://fabioparasecoli.com/food-in-a-korean-drama-imagining-north-korea-in-crash-landing-on-you/

62.https://www.youtube.com/watch?v=k2fbEa1F0mY

63.The Print https://theprint.in/feature/around-town/chef-in-delhi-adding-korean-twist-to-paratha-paneertikka- hes-an-instagram-star/1628495/

64.TOI https://timesofindia.indiatimes.com/life-style/food-news/striking-similarities-between-indianand-korean-cuisines/photostory/92745369.cms?picid=92747696

65.TOI https://timesofindia.indiatimes.com/life-style/food-news/striking-similarities-between-indianand-korean-cuisines/photostory/92745369.cms?picid=92747696

66. Consumer interview Shreyasi Roy

67. www.meesho.com

68. Consumer interview Shreyasi Roy

69.https://beautytalk.in/

70.Kashish https://www.instagram.com/skinncare_kashish/

71.https://www.myglamm.com/glammstudio/korean-makeup-looks

72.https://www.instagram.com/glowwithava/

73.https://www.instagram.com/meenal_rastogi/

74.https://www.instagram.com/syedakainat20/

75.https://goadfuel.com/the-daily-ad-exposure-how-many-ads-does-the-average-person-see-each-day/

76.https://www.nngroup.com/articles/kpop-private-messaging/

77.https://www.nngroup.com/articles/kpop-private-messaging/

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