Listen to Story Move over, Hollywood—there's a new player in town, and it's speaking Korean. The allure of Korean entertainment, affectionately dubbed the Korean Wave or Hallyu, has been sweeping across the globe with the grace of a K-pop dance routine, and India is no exception. Once dominated by Bollywood masala and Hollywood blockbusters, Indian cinema screens are now lighting up with the crisp visuals and compelling narratives of Korean films.
India's love affair with Korean entertainment didn't start overnight. It began with the subtle infiltration of K-dramas, with their addictive storylines and impeccable fashion sense, into Indian households. Platforms like Netflix and Viki facilitated this cultural exchange, and soon, shows like 'Crash Landing on You' and 'Itaewon Class' became as common in Indian living rooms as the smell of evening chai.
K-pop, too, played a significant role. The synchrony of BTS, the infectious energy of BLACKPINK, and the charm of many other bands found legions of fans among Indian teenagers and young adults. Fan clubs proliferated, merchandise sold out, and before long, K-pop was no longer an exotic import but a local craze.
No discussion of the Korean wave is complete without mentioning the Covid-19 pandemic. The quarantine period greatly expanded the reach of Korean films among Indian audiences. Cinematographer Ritika Singh, who graduated from LV Prasad College of Media Studies said, “Till a few years back, the only people who used to talk.
