Global fans of Korean popular culture, known as the K-wave or ‘hallyu’, crossed 100 million in 2020, according to a Korean government agency. In India, everything from K-dramas to music to food and beauty products seems to be making huge inroads. While Korean thriller Squid Game topped the OTT charts for weeks since its release in 2021, music streaming giant Spotify ranked BTS as its fourth most popular boy band in 2020 in India, and the Korean language has seen a dramatic rise in Indian takers.

What’s causing this Korean rush in a land hugely dominated by Bollywood culture? Is the K-wave here for the long haul? In this edition of WorklifeIndia, we discuss the rise of K-wave in India.

Presenter: Devina Gupta