Korean Wave Sweeps India: Music, Dramas, and Beauty on Top
- riya siddacharjee
- Sep 9
- 3 min read
Have you ever caught yourself humming a BTS song or searched glass skin routine at 2 AM? If your answer is yes, then congrats, you’re officially part of the K-Wave. Guess what? You’re not alone.
Across India, millennials and Gen Z are embracing Korean culture like never before. Young Indians are obsessed, and it’s not just a phase. Platforms like YouTube, X (formerly known as Twitter), Netflix, and Instagram have made Korean content accessible. Suddenly, K-dramas weren’t just “foreign shows”, but they became comfort watches. K-pop is not just a bunch of Korean singers, but a series that pulls audiences in with its dreamy plots, relatable characters, and just the right amount of drama (and tears). Unlike Indian serials, these K-dramas felt fresh, stylish, and honestly… addictive.
And then came Korean beauty, and changed the skincare game in India. No more just face wash and moisturizer. Now it's double cleansing, serums, essences, and SPF every day. Indians are fully into the glow-up culture, trying Korean brands, watching GRWM (get ready with me) videos, and creating skin-care routines that actually work. K-beauty isn’t about covering flaws.
Speaking with Iqra Siddiqui. Entertainment Journalist shares, "I think the Korean Wave became huge in India because of a perfect mix of smart marketing, timing, and, honestly, a bit of clever psychology.
First, the skincare industry. Koreans promote their products as if they were the ultimate beauty secret passed down through generations. Of course, we all know part of that flawless, “mirror-skin” glow comes from genetics. But the way they sell it, you feel like if you buy that one toner or sheet mask, you too could look like a K-drama lead. It’s genius! Then there’s K-pop. It had always had its loyal fans, but it really gained mainstream popularity once idols started adding English lyrics and collaborating with global artists."
She adds, "Post-COVID also played a huge role. Everyone was stuck at home with OTT platforms and free time, and suddenly K-dramas and K-pop became the comfort food of entertainment. So in short, it’s smart promotion, accessible content, and a whole lot of relatability. Plus, let’s be honest: if someone can look flawless while crying in the rain or eating ramen, we’re going to follow whatever trend they set."
Market research shows that Millennials and Gen Z are highly influenced by Korean culture. It’s not just K-dramas, K-pop, or K-fashion—Indians are also embracing the Korean language. Korean has rapidly gained traction in India, becoming the fastest-growing foreign language, with the number of learners increasing by 50% between 2021 and 2022. Duolingo reports that Korean remains among the most popular languages in Indian states like Madhya Pradesh, Maharashtra, and West Bengal—ranking as the third-most learned language after English and Hindi.
K-beauty has captured the market, finding its way into the shopping carts of Indian women everywhere.
The K-Beauty Boom In the Indian Market: More Than Just Skincare
Market Momentum: Imports of Korean skincare products increased by over 63% year-over-year, with volumes quadrupling since 2020. Though still below 5% of India’s $16 billion beauty market, Korea now commands around 15% of the skincare segment.
The Glass Skin Theory: Indian Influencers are obsessed with glass skin care, brightening skin cream, and anti-ageing products. Even Indian brands have begun to adopt the 'Korean Formula' to boost their sales. For example, a renowned toothpaste product of India has collaborated with singer IU to promote. This has skyrocketed the sales.
Territorial Spread: The craze isn’t limited to metros—Tier 2 and Tier 3 cities are driving growth (200% jump year-on-year on one of the fashion brands), particularly with accessible SKUs like sheet masks.
Speaking with Peuli Bakshi, Entertainment Journalist shares, "To be candid Indian films, series have lost their reputation in the last couple of years, especially during Covid because Indian was a more film-dependent rather than OTT series-dependent industry and for K-ent it's always been series over movies and they didn't even stop production during Covid so naturally many new viewers they had during that time".
She adds, "The influence definitely comes from K-entertainment and K-beauty is being endorsed by big influencers and all, so Indian people are trying it out, and even if they are expensive, the brands are inclusive, they have proven to work for all skin types, and so people purchase it".
From K-pop idols dropping 'Namaste' during interviews to Korean brands launching in India, this bond is growing stronger.
At the end of the day, this isn’t just about music or beauty. It’s about how Indians are building a cultural connection across borders, driven by curiosity, creativity, and vibes. The K-Wave feels personal because it is personal.
How has Hallyu (the Korean wave) affected your life? Let us know in the comments!
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