K-Wave's Grip: From Ghaziabad Tragedy to India's Youth Obsession

• The Ghaziabad suicide incident highlights the deep penetration of Korean culture in Indian households.
• K-Wave, or Hallyu, has expanded beyond screens, influencing Indian youth's preferences, thoughts, and lifestyles.
• Fueled by lockdown and OTT platforms, Korean content viewership in India surged by 370% and continues to grow over 30% annually.
• K-Wave has created a multi-billion dollar market in India for K-Beauty, K-Food, and even boosted Korean language learning.
• While popular, K-Wave's addictive nature raises concerns about emotional detachment and unrealistic expectations among youth.