K-Dramas and K-Pop Establish Themselves as Part of Daily Life in India Through Emotional Resonance

K-Dramas and K-Pop have grown far beyond mere trends to become deeply embedded in the daily lives of locals in Kolkata, the cultural capital of eastern India. The emotional connection and positive messages conveyed by Hallyu are transforming local culture across various aspects such as eating habits, fashion, skincare, and home design. Meanwhile, there is also a rising academic interest in the Korean language and culture among American universities. For young people in Kolkata, exposure to Hallyu begins with K-Dramas. As fans of popular series like “Descendants of the Sun” and “Sons of Success” as well as K-Pop groups such as BTS, SEVENTEEN, and ENHYPEN increase, interest in Korean culture surges rapidly. Suranjana Day, a 25-year-old AML analyst, said after watching “Descendants of the Sun” in 2017 that it provided comfort beyond simple entertainment and changed everything from her food preferences to her skincare routine. Medha Sen Gupta, a 25-year-old K-Drama specialist journalist, also mentioned that watching “Sons of Success” altered her perspective on relationships and sparked her affection for Korean food and fashion. Bijita Duta, a 50-year-old private tutor who became a BTS fan, said the songs are filled with positive messages and that seeing fans of all ages come together makes her feel rejuvenated. On Friday evenings, Korean restaurants in southern Kolkata are crowded with locals enjoying jjajangmyeon and kimchi jjigae. Abhishek Chourasia, the founder of the K-food truck “K-Town Café,” said he was immediately drawn to the bold and spicy flavors of Korean food. By adopting localization strategies, he has expanded his customer base and is currently opening a new truck in Mumbai to further grow his business. At the “Korean Market 2.0” festival held in January, events such as Korean food tastings and Hanja calligraphy workshops attracted local participation. K-beauty and fashion are also key pillars of Hallyu’s spread. Korean cosmetics brands like Innisfree, Etude House, and The Face Shop have gained popularity through online stores, and the ingredient-focused K-beauty approach has become a trend among local youth. Korean-style styles such as loose-fitting clothing, pastel colors, and gentle makeup dominate campus fashion. Recently, Korean-style interior designs characterized by minimalism and natural materials are increasingly appearing in homes, cafes, and hotels. K-Pop fandoms have expanded through merchandise, events, and fan club activities, creating a massive “fandom economy.” Local fan clubs such as “Bongo BTS” and “BTS Bengal Army” have gone beyond simple fan gatherings to engage in social activities like discussions on mental health and human rights as well as donations to orphanages. Suresh Goshi, co-author of “Hallyu in India,” analyzed that Hallyu in Kolkata is rooted more in emotional resonance and storytelling than in identity issues. Academic interest in Korea is also rising at American universities. The University of Wisconsin-Madison introduced a degree program in Korean language and culture this fall, becoming the first undergraduate major in Korean studies within the University of Wisconsin system. Ava Yu, a prospective student, said that while there were programs in Chinese and Japanese, there was no Korean option before, and she is happy to study Korean as a double major alongside biology starting next year. This expansion of Hallyu is seen as the result of policy support rather than just a cultural trend. One analyst noted that Korea has treated culture as a core strategic asset, building an ecosystem through coordinated investment, export promotion, and talent development. From 2020 to 2024, Korean TV series generated $8 billion in streaming revenue worldwide on Netflix. Hallyu is further solidifying its position in Kolkata as an official cultural event, with regional qualifiers for K-Pop competitions being held there, and it is expected to take even deeper and more diverse roots in the future.