The attraction called Korean lifestyle-What pulls Indians towards it?

The rise of Korean culture in India has been nothing short of remarkable, quietly weaving its way into the fabric of everyday life. Somewhere between late-night K-drama binges and plates of ramen, many Indians have developed a deep affection for all things Korean. It began subtly, perhaps with the global sensation of "Gangnam Style" years ago, but the momentum has only accelerated. 

Today, scrolling through Instagram reveals K-pop choreography danced in Delhi lanes, while Netflix queues feature Hindi-dubbed Korean dramas playing in living rooms across the country.  Korean cafes and bubble tea joints have sprung up in cities, signaling a broader cultural adoption that goes far beyond mere fandom. This isn't just surface-level interest—it's a genuine cultural embrace. 

Korean dramas entered Indian homes almost politely, without fanfare or rebellion, offering stories that felt emotionally familiar yet refreshingly new. The influence extends beyond screens: kimchi now appears in many Indian fridges, ramen has become a midnight staple replacing Maggi for some, and fashion trends like oversized hoodies, clean silhouettes, gender-fluid styling, and "glass skin" beauty routines dominate youth preferences. 

Anime, K-pop, and K-dramas blend into a larger Asian pop culture wave, where Indian youth increasingly look east rather than west for inspiration. Korean culture hasn't replaced Indian traditions; instead, it has filled a gap, creating a wave of connection and curiosity that continues to evolve. The phenomenon gained explosive momentum during the COVID-19 pandemic, though its roots stretch further back. 

In a recent discussion on this growing influence, experts and enthusiasts explored its layers.  An assistant professor in the Department of Film Studies at a University in West Bengal noted that Korean culture first entered India through the Manipur-Myanmar border in the northeastern region during the 1990s. It simmered there before exploding nationwide around the COVID era, particularly in fashion, beauty, and K-dramas. 

He emphasized that K-dramas propagate a "new morality" suited to the modern era—one that resonates with youth tired of what they perceive as outdated, patriarchal, high-pitched family dramas in Indian television and films. Instead, Korean content offers gentler, more modest narratives that appeal to a generation seeking fresh perspectives.

A Digital creator, who has lived in Korea for several years, shared a personal journey that echoed broader trends. Her interest sparked in 2017 through international music channels like VH1, where she discovered BTS. Curiosity about the language led her to self-study via YouTube, eventually prompting her move to Korea in 2022 amid the pandemic's tail end. She enrolled in a language course at Seoul National University and is now pursuing a master's degree with ambitions in the Korean media and entertainment industry. 

She described how the pandemic boosted K-drama viewership globally, with hits like "Crash Landing on You" drawing people to explore something new. The conversation delved into why K-dramas connect so deeply with Indian viewers. Those from movie and TV fields  highlighted familiar elements like melodrama—a shared Asian audiovisual tradition seen in classic Indian films—combined with softer portrayals of masculinity that contrast sharply with more aggressive tropes elsewhere. 

This "soft masculinity" explains the obsession among many young women with K-drama protagonists. The digital content creator added that shared Asian cultural values, such as emphasis on family love and mannerisms, create an emotional bridge despite geographical distance. It was more or less agreed upon on the appeal of nuanced, modest storytelling that feels relatable yet aspirational, touching on post-globalization issues like personal struggles, relationships, femininity, and career pressures.

On food, the authenticity debate surfaced. A section of media noted that Korean dishes in India often feel like a mix of Indo-Chinese influences—sweeter-spicy profiles differ from the authentic sweeter, more balanced flavors she experiences in Korea. Recent data underscores the trend: Swiggy's 2025 reports highlighted significant growth in Korean food orders, with metros seeing rises and even sharper increases in tier-2 and tier-3 cities, reflecting how the wave has percolated beyond urban centers through intimacy and globalization of tastes.

Overall, the Korean cultural surge in India represents a story of connection rather than replacement. It continues to unfold, blending organic curiosity with strategic promotion, shaping youth tastes in entertainment, fashion, beauty, food, and beyond. As more Indians engage with it thoughtfully, this east ward gaze promises to enrich cultural exchanges for years to come.