'Hallyu’: The Global Phenomenon of Korean Entertainment and Its Impact

The Korean Wave, or Hallyu, is revolutionizing global pop culture. It’s reshaping entertainment consumption and building cultural bridges worldwide.

In 2019, a report by a Korean government agency revealed that the global fanbase for Korean popular culture, known as the K-wave, had reached an impressive 89 million across 113 countries.

This number underscores the far-reaching impact of Hallyu, as it continues to captivate audiences worldwide with its unique blend of music, dramas, fashion, and more.

From record-breaking dramas like ‘Crash Landing on You’ to the global musical dominance of BTS and BLACKPINK, Korean entertainment has become a force to reckon with. But Hallyu is more than just entertainment—it’s a cultural revolution.

Streaming platforms and social media have amplified the reach of Korean content, connecting fans across continents. With one click, audiences dive into a world of compelling stories, addictive beats, and dazzling performances.

The global Hallyu phenomenon has boosted South Korea's economy through tourism, fashion, and lifestyle trends. Korean food, beauty products, and even language classes have found enthusiastic audiences far beyond the peninsula.

In India, the Korean Wave gained momentum with PSY’s ‘Gangnam Style’ in 2012, a global sensation. Even former President Ram Nath Kovind celebrated Korea’s cultural icons, from BTS to BLACKPINK.

Hallyu’s popularity soared during the 2020 lockdown, with platforms like Netflix and Viki making Korean content more accessible. In India, its addictive storylines, captivating performances, and cultural resonance have cemented its place in pop culture.

Today, K-wave fans worldwide find innovative ways to support their favourite actors and musicians, celebrating them as global idols. Let’s hear insights from dedicated Indian fans who embody this growing movement.

What attracted you to K-pop initially? How has your connection evolved?

Stuti, Content Creator, Delhi: “I have always enjoyed international cinema and shows because it is like travelling through you TV or computer screen. I want to see the world and watching K-dramas is one way to experience it. You get to immerse yourself in another culture, another country and I find Korean shows and films quite different from the run-of-the-mill Western content that is on TV. I still need to interject my consumption of Hollywood content with Korean shows because their treatment of subject matters, their storytelling is quite unique to, umm, even this day which I still find refreshing.”

Aadya Srivastava, Student: “BTS is what initially drew me to K-pop, and their music performances and their connection with their fans was captivating. Overtime by interest grew beyond just BTS and I have started considering myself a huge K-pop fan. What started as an admiration for just one group developed into a deep love for the K-pop industry as a whole.”

Ruksar, Student: “So basically what grew my interest in K-pop and K-drama was Namjun from BTS and I was very much invested in K-pop earlier but now K-drama is something I enjoy and I am very very much attached to it. So basically, you can say that K-drama is my comfort space.”

How do K-dramas influence cultural perception?

Ruksar, Student: “So recently when I started watching K-dramas I was very much interested in knowing their basically first their food culture, I was like what are they eating all the time- the noodles, like different types of fried chicken, so that was something I was very invested in, and I am very very excited to try all those things. Apart from that I see, like, the cherry blossom streets, the fashion, the fashion is also amazing.”

Stuti, Content Creator, Delhi: ”Pretty much everything I know about South Korea is thanks to K-dramas. I feel like Korean food is the biggest export today through Korean shows. I have seen so many restaurants pop up because people were obsessed with watching boys over flowers and people eating Ramen and Kimba and I am one of them.”

How does Korean culture connect with India?

Stuti, Content Creator, Delhi: “Umm, apart from that the values I feel Indian and Korean cultures share is the work ethic and the commitment to education, umm, I also feel like family values are something that the Indian and Korean cultures have in common. I have noticed that the depiction of romances in both Bollywood as well as K-dramas tends to be quite sanitized so that’s another thread of commonality I have noticed.”

Aadya Srivastava, Student: “Both Korean and Indian cultures emphasise family bonds and a strong sense of community. Traditional celebrations and rituals hold deep significance for both the cultures. These shared cultures are what bridge the gap between Korean and Indian culture.”

Why are K-pop and K-dramas popular?

Stuti, Content Creator, Delhi: “I have watched multiple shows which have convinced me that no one can package romance, fantasy, comedy, thrill, crime, suspense in one like a K-Drama. And yet, it doesn’t feel loud because it is done is an aesthetically pleasing manner which is not too on the nose.”

Aadya Srivastava, Student: “K-pop’s immense popularity could be because of its diversity in music, high-energy performances, and innovative concepts. On the other hand, in the case of K-dramas, their popularity could be because of their engaging storylines and emotional depth. Another aspect could be that in K-pop the strong connection between artists and fans is because of platforms such as WeVerse and WeLive which could be a huge factor that contributes to their global popularity.”

Ruksar, student: “I think K-wave started due to Covid lockdown. I think many people were, I think BTS also has a very huge contribution to it. Because of them, they are known globally, like Korea, K-pop and K-drama in general. So, I think that started initially the Korean wave.”

Has fandom improved your social connections?

Stuti, Content Creator, Delhi: “I got introduced to K-dramas because of my friends and we still bond over the shows we watch. I haven’t made friendships through fandoms but I have become a fan through my friendships.”

Aadya Srivastava, Student: “Being part of the K-pop community has definitely made it easier to start conversations and connect with like-minded people. It is easier to bond with people through sharing K-pop song recommendations or discussing comebacks of famous groups. So, it has definitely led to various new friendships.”

What appeals most in K-pop/K-dramas?

Stuti, Content Creator, Delhi: “I would be lying if I said visual appeal wasn’t the number one reason I love K-pop and K-dramas. The fashion, the makeup is always cutting edge and the set design and cinematography is a sight for sore eyes. This is especially in contrast to the west which I feel is increasingly making hyper-realistic, grungy shows that are not so focused on aesthetics or beauty, which I feel is much-needed. I also love that most K-dramas have a romantic storyline, umm, because even in Bollywood romcoms and romantic dramas have taken a back seat, and given how there is a serious dirt of swoon-worthy love stories in Hollywood, Bollywood, wherever, and I feel most of us look to K-dramas to fill that hole in our hearts. I also like the fact that when it comes to K-pop gender fluidity in terms of fashion is pretty normalised. Male pop stars wearing eye makeup, expressing themselves through interesting hair colour is all very refreshing to see.”

Aadya Srivastava, Student: “I find the music and choreography aspects of K-pop most appealing. The music is diverse, catering to various moods, while on the other hand, the choreography is visually appealing and it showcases the artists’ dedication and talent.”

What future changes do you anticipate?

Stuti, Content Creator, Delhi: “There are some tropes which are overused in a lot of K-dramas but I do feel that this already changing. Umm, K-dramas are becoming more female-centric especially if you look at recent shows like ‘The Glory’, ‘Mine’, ‘Eve’, umm which address the struggles of women. The heroine is no longer falling over a guy or putting her life aside for home. The narrative is now about her needs and I think this reflects the social paradigm shift that is happening in South Korea as we speak with regards to women’s rights. So, I feel the change is already here.”

Aadya Srivastava, Student: “K-pop and K-dramas will very likely keep evolving with more global collaborations, which is what we are seeing nowadays. One change that I am hoping to see in K-pop is more flexible standards. The current expectations and contracts in the industry are very rigid and more leniency in these practices would definitely help the artists to express themselves more creatively.”

Have you participated in fandom activities?

Ruksar, Student: “I haven’t done any of those but I really wish to be a part of the dance mobs like they come along and dance to BTS songs or other K-pop songs so that’s something I will look forward if like I get a chance so that’s something I will look forward to.”

The K-wave is far from over. With its ever-evolving content and universal appeal, Hallyu continues to captivate fans across the globe, promising fresh and exciting experiences for years to come!