When PSY released Gangnam Style in 2012, no one could have predicted how the “Korea” he sang about would slowly become intertwined with our everyday lives. From the food we eat to the skincare we use, Korean culture is leaving its mark everywhere. The global phenomenon of BTS, the Bangtan Boys, and the irresistible world of K-dramas have captivated generations, shaping cultural trends across the globe. Hallyu, or the Korean Wave, has had a profound impact on three generations, and its influence continues to grow.
At the heart of this cultural wave lies Itaewon-dong, a vibrant neighborhood in Seoul that embodies South Korea’s diversity and global connections. Just three kilometers from the Han River, Itaewon is a multicultural hub where cultures from all over the world converge. Thanks to Hallyu, “small Koreas” can now be found in every corner of the globe, spreading Korean culture far and wide.
Outlook explores the deep roots of Korean culture in India in this issue. The recent surge in demand for South Korean author Han Kang’s works, especially after she was named the 2024 Nobel Literature Laureate, is one example of the growing popularity of Korean literature. For many Indian readers, discovering K-lit often begins with K-pop and K-dramas. Pachinko, a novel about four generations of a Korean family’s immigration to Japan, is one such work that has piqued Indian interest in Korean stories. This issue of Outlook delves into how these cultural forms are connected and how they continue to impact lives worldwide.
The rise of Korean culture in India is not just about entertainment; it extends to food, skincare, and even fashion. Korean products have found a growing market in India, further fueling the fascination with everything Korean.
Outlook also examines how K-dramas, like Crash Landing on You, offer emotional connections that resonate deeply with Indian audiences. These shows don’t just entertain—they provide a sense of emotional support for viewers in an increasingly interconnected world. Parallels between the relationships of India-Pakistan and North and South Korea further illuminate the dynamics that shape cultural exchanges. The tangents of inequality are curtained down by another widely circulated drama, Squid Game. Squid Game is based on traditional Korean games with death as a consequence of losing. The show piles heavy, universal issues without losing their cultural identity. The universal village is ruled by emotions, and the dramas make sure you have a shoulder to weep on.
While K-dramas and music may shift in popularity over time, it is more about what they leave. Corndogs and tteok-bokki is one such thing, whose taste swirls down our tastebuds and stays on the menu of street foods. Then what they say becomes much truer, “You are what you eat”—and with the growing popularity of Korean food, it seems people are becoming a little more Korean. Soft power is gulping the hardness of the borders, while India stands a bit closer to what they call ‘Hallyu’.
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