K-pop Emerges as a Mainstream Culture in Colombia and India

K-pop is growing into a global mainstream culture, particularly in Latin America and India. As Hallyu expands, these two regions have become some of the most active markets for the international K-pop industry.

In Colombia, the K-pop craze began in dance studios. At V14 Dance Studio in the capital, Bogotá, various groups, including the mixed-gender seven-member dance group “Empire,” train intensively on K-pop routines. Johanna Valentina Espinosa, the Leader of Empire (known by her stage name Vay), said, “K-pop brings the joy of partying and being together.” Colombia has already seen thousands of fans gather for performances by K-pop groups such as ATEEZ and NCT 127, with BTS set to make its first visit this year. This demonstrates how quickly the region has evolved from a peripheral part of the K-pop fandom to a major tour destination.

As part of Hallyu strategies aimed at promoting Korean culture through music, films, television, fashion, and food, the South Korean Embassy supports the K-pop World Festival. This annual event brings dancers from across Colombia together, serving as a gathering place for the broader K-pop community. Park Eun, the Second Secretary at the South Korean Embassy, explained, “Hallyu is not just a cultural asset; it is a strategic tool that strengthens Korea’s national image and fosters exchanges between people.”

Meanwhile, India has become the country with the highest consumption of K-content worldwide. According to a 2024 survey on Hallyu abroad conducted by the Korea International Cultural Exchange Center (KOFICE), Indian fans spend an average of 18.6 hours per week watching K-dramas, K-pop, and Korean variety shows. This figure matches Thailand’s 18.6 hours, with Indonesia (17 hours), Vietnam (16.4 hours), and the Philippines following.

This indicates that K-pop and Korean dramas have become more than just entertainment in India—they have established themselves as part of people’s lifestyles. Indian fans discuss plot twists in dramas, recreate choreography from new K-pop songs, and share their reactions online. Hallyu is no longer a regional trend confined to Asia; it is a true global phenomenon, allowing Korean culture to resonate with people around the world despite geographical and linguistic barriers.