#3 - HALLYU : The Korean Wave

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The 1960s had rock'n'roll icons like The Rolling Stones and The Beatles. The 1980's had pop royalty like Michael Jackson and Madonna. The 1990's had bubblegum pop bands like the Spice Girls and the Backstreet Boys.

Every generation has had their musical superstars who have transcended borders to court global stardom. If the current generations of tweens and teens were asked which singer or group is epitomized the trend for them ,the answer is likely to be      unanimous :K-pop.

K-pop as well as K-dramas have been a prominent subculture among India's GenZ and millennials for the last couple of years now. Along with other cultural exports from the country like K-Beauty and Korean food ,these form a part of the Korean cultural wave ,called Hallyu.

While K -beauty is fairly popular among Indians, K-pop and K-drama seem to have had their biggest breakthrough moment in India during the ongoing pandemic, as more people found the time and inclination to explore.

The song "Boy with Luv" by Bangtan Sonyeondan aka BTS surpassed 100 million views on Youtube within 48 hours of its release. The music video by girl band Blackpink had notched 100 million views on Youtube soon after its release. BTS generates an estimated amount of 4 trillion won ($3.54 billion) as economic value to South Korea.

Unlike content consumption trends of the West that heavily influence Indian pop culture ,language becomes a big barrier for Hallyu wavemakers. Interestingly ,there has been a huge spike in the number of active learners of Korean language in the country in the last six month. Language learning platform Duolingo saw 11% increase in Korean learners in India.

For a country that has long obsessed over aping the West, embracing the Korean is a sign of breaking away stereotypes associated with the Far-East.

From Korean OTT serials to K-beauty ,from K-language schools to K-pop, India's love affair with South Korea has gone mainstream. Hallyu is unstoppable as a cultural force among youth.


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Comments

  1. Well-wisher1 May 2021 at 01:58

    Beautifully drafted!!

    ReplyDelete
  2. Veenaaz 1 May 2021 at 04:20

    So beautifully written Rishitaa! Keep it up💕✨

    ReplyDelete
  3. Anonymous1 May 2021 at 04:50

    This gooodddd.

    ReplyDelete
  4. Anonymous1 May 2021 at 05:27

    Written Very nicely

    ReplyDelete
  5. Unknown user1 May 2021 at 07:32

    You are so talented! Very nicely written❤️

    ReplyDelete
  6. Unknown user1 May 2021 at 07:33

    Nicely penned! Keep going💯

    ReplyDelete
  7. Aparna18 May 2021 at 07:42

    Very informative... well written!
    Keep it up

    ReplyDelete
  8. Unknown1 June 2021 at 06:53

    Very nicely written ❤️

    ReplyDelete
  9. Google User29 June 2021 at 05:18

    there u go gal...nothing can stop u from lovin BTS💜....loved ur blog

    ReplyDelete
  10. Google User2 August 2021 at 02:00

    Very nicely written!😍

    ReplyDelete

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