Korean Culture’s Growing Influence in India: A New Wave of Hallyu

The cultural exchange between South Korea and India has intensified in recent years, with Korean entertainment, fashion, food, and beauty making deep inroads into Indian society. The phenomenon, known as Hallyu or the Korean Wave, has transformed from a niche interest into a mainstream trend embraced by millions across the country.
The Korean Entertainment Boom
One of the strongest influences of Hallyu in India is through Korean dramas and K-pop music. Streaming services like Netflix and Disney+ Hotstar have made Korean dramas widely accessible, leading to massive fan followings for shows such as Descendants of the Sun, Extraordinary Attorney Woo, and Squid Game. The emotional storytelling, well-developed characters, and high production quality have struck a chord with Indian audiences.
On the music front, K-pop bands like BTS, BLACKPINK, and Stray Kids have gained immense popularity, with their music topping Indian charts. K-pop dance challenges and fan meetups have become common in metro cities, highlighting the deep engagement of Indian fans with this genre.
Korean Fashion and Beauty Trends
Korean beauty standards and skincare routines have found a dedicated audience in India. The trend of glass skin, double cleansing, and hydrating sheet masks has been embraced by Indian beauty enthusiasts. Brands such as Etude House, Innisfree, and Some By Mi have established a strong presence, offering innovative skincare solutions tailored to Indian consumers.
Similarly, K-fashion, with its blend of chic minimalism and streetwear influences, has also gained traction. Korean-style outfits, including oversized sweatshirts, plaid skirts, and pastel shades, are now commonly seen in urban Indian fashion scenes.
Korean Cuisine on the Rise
The demand for Korean cuisine has skyrocketed in India, driven by increased exposure through social media and K-dramas. Dishes like kimchi, bibimbap, tteokbokki, and Korean fried chicken have become widely available in restaurants and cafes. The popularity of instant ramen brands like Samyang and Nongshim has also surged, with spicy noodle challenges becoming a viral trend among Indian food lovers.
Additionally, online grocery stores now stock Korean ingredients such as gochujang (red chili paste) and seaweed, making it easier for home cooks to experiment with Korean recipes.
The Future of Korean Influence in India
With growing cultural exchanges, South Korea and India are building stronger ties in entertainment, business, and tourism. Indian students are increasingly enrolling in Korean language courses, and more Korean businesses are expanding into the Indian market.
As K-culture continues to shape consumer trends, India’s fascination with South Korea is expected to deepen. From K-dramas and K-pop to skincare and cuisine, the Korean wave is not just a passing trend—it’s here to stay and evolve.