Beyond the Hype: Unpacking Korean Culture's Quiet Journey in India

• Korean culture's entry into India is often portrayed as a recent marketing phenomenon, but its roots are deeper and more personal.
• For many, like Yaiphabi Hijam from Manipur, K-dramas arrived quietly via CDs around 2008-2009, filling an entertainment void created by a Bollywood ban.
• K-dramas became a family ritual, fostering shared experiences rather than cultural rebellion, offering aspirational beauty and slow-burn romance.
• K-pop resonated with teens like Shikha by addressing feelings of being lost or pressured, offering a relatable message distinct from Western or Hindi music.
• Fans often faced mockery and had to hide their interests, highlighting a disconnect between media narratives and the personal, evolving relationship Indians have with Korean culture.