From K-pop to glass skin: How the Korean wave took over India

While the Helio of the Korean Wave has come to Minden shores, being increasingly interested to understand what exactly is the Korean culture about, Korean food is also something that's emerging as a very strong market in India. Blast Skin is something that Kuriya has introduced to the world. From piping hot ramen and trendy Korean music to fashion and skin care inspired by Seoul, the Hallyu, or Korean Wave, has swept through India in recent years. What began as a niche cultural interest has now entered everyday Indian life, with fans embracing Korean culture across food, fashion, music and beauty. But the India Korea connection is not new. It is rooted in history. Queen here, also known as Suri Ratna, is believed to have been a Princess from Ayodhya who travelled to Korea and married King Surro in 48 AD. The story is acknowledged in both India and South Korea. Highlighting this historical bond, Prime Minister Narendra Modi invited the first lady of South Korea to Ayodhya. Korean influence in India also dates back to the post 1991 liberalisation era. Brands like Samsung, LG and Hyundai established an early presence, laying the groundwork for what would later become the KV Boom. Open Gangnam Style. In 2012, South Korean artist Size Gangnam Style became a global sensation, the first video ever to cross 1 billion views. India, too, caught on quickly. What followed was the explosive rise of Kpop in India. Between 2018 and 2023. Kpop streaming in India searched by 300. Today, India is home to an estimated 15,000,000 K pop fans, making it one of the world's largest markets. Groups like BTS, Blackpink and artists like EU and Jung Kook enjoy massive following across the country. Like in Bollywood, if I like a movie and you like a movie, its like we can talk about it but there's not like a real connection. If I like BTS and you do, then we kind of click on that, we talk about it a lot and there is like a sense of connection there. Well, from skin care to accessories to tumblers to even stuffed toys, you name it, and it's all under one roof. I'm currently present in Majnuka Teela and I'm present at the Koja Market over here. This is a store which specializes in selling Korean products. And as you can see, all of these are products that have been made in Korea. And the specialty is the fact that you can get anything and everything under one roof. Another major driver of the Korea India cultural connection is K beauty. Known for the glass skin concepts, Korean skin care has found huge acceptance in India. Over 50% of Indian beauty consumers have tried K Beauty products, with 60% willing to spend on premium skin care. Snail mucine essences, hydrating toners and moisturizing creams are among the top sellers. Indian products may make. A difference Natural. Face recover. I'm an army, so I really like, I'm in 2B, TS and 17 right now. So we're just waiting for their concert to happen in India. I'm I'm into a international group also where we all talk about it and it's really nice. I mean, they connect with us in a different way. Like they're very down to earth maybe. And then there's food carefully adapted to Indian taste buds. Dishes like tabuki, bibim, pap and Korean fried chicken have become wildly popular, often paired with beverages like soju. Well, we are currently inside the Gangnam Korean Restaurant. This is a restaurant present in the Mashnu Katila Market in the north of Delhi. What's extremely interesting about this restaurant is not just the fact that they serve traditional Korean food. In fact, the seating of the restaurant is also like how it is in Korea and traditional parts of Korea. The most people like Indian like spicy things so the Korean also they'll have spicy they love to eat like spicies or if they want to like spicy then they eat like Korean ramen, spicy Japanese ramen like the ones like sushi and all. You do like Korean cuisine a lot. What is it that attracts to you towards Korean culture? Korean food is that you know K pop or K dramas that you also look at. I'd say the major influences from the fashion of Korean people, I'd say I really love the pants. The men of Korea where also the food. I mean the spiciness is up to at par like what I really like and the Korean ramen is also really. Beyond restaurants, India is now now home to ramen bars and Korean convenience cafes. Right. So there are many products here and I can understand that you know when a consumer walks in, the consumer must be confused on what all to buy. The perhaps may want to buy all of it, but tell us which is your most hot selling product? What is 1 product that causes people to come here and specifically ask for that product? Yeah, of course the ramen is the hot selling products. Of course all the ramen, the Genji are much more advanced than we think the Genji crowd. So you know they have this particular authentic Korean taste that the Genji wants. India's Northeast shares a particularly deep connection with Korea. As early as the 2000s, Korean dramas gain popularity in states like Manipur and Nagaland. Our childhood has, you know, grown up with Korean dramas, so we are In Sync with the Korean culture, the Northeast people. So this, that's how we grew up. I'm a big fan of Korean actually. Drama. I would say Full House we grew up with when I was small. We keep watching the whole episode again and again. Today K dramas are mainstream in India. In 2025, Korean shows ranked among the most watched non-english titles on Netflix India series like Crash Landing on You, Goblin, Descendants of the Sun, What's Wrong With Secretary, Him and Inheritance became instant hits. I am interested in K dramas basically because of the language and the emotions that they show and very straightforward that they are. I like. Their language, they're so sweet. The language. Of Koreans are so. Sweet, they talk, so sweet. Another Korean trend taking off in India? Korean photo booths. Minimalist, quirky and social media friendly, they've become a hit among young Indians. Well, I'm currently president in North Delhis Majnuga Tila market and as you can see, this is a Korean photo booth right behind me. Just going to take you through it. This is where people are trying on different, different costumes and everything. And you know, this is the photo booth inside which you can click pictures. People are coming in groups and clicking pictures. And what's fascinating is that this entire, it has a concept of a bit of a South Korean touch to it because of course, you can see that there are things that are written in Korean. And apart from which, what's extremely important is the fact that, you know, you can wear Korean garments, Korean accessories, and even there are so Korean staff toys right next to you. It's a photo Buddha based on Korea. It's something that signifies Korea and there are people coming in in huge numbers, one after the other, paying in, clicking a picture with their loved ones. Stronger, a passing trend. It's a cultural shift with Reet Kaur Sahani, NDTV Plural Report.