Hallyu 2.0: Aiming for Mainstream Status in India and South Asia

Abstract

Contrary to the long-standing skepticism surrounding the appeal of Korean pop culture in India, in the last several years the popularity of Korean pop culture has become palpable as increasingly more people have access to Korean cultural content on internet-based platforms. Due to the synergy created by continuous upgrading of K-pop and -drama and increasing penetration of digital technology, the popularity of Korean pop culture is not only rapidly growing among the young people, but also spreading beyond its core audience to the general population. These long-term trends augur well for the prospects of Korean pop culture becoming part of the mainstream entertainment, which it has already become for the North Eastern Region of India. Because the positive national image resulting from the popularity of Korean pop culture is highly beneficial to Korea, its government and companies have been working together in promoting Hallyu 2.0 such as by holding K-pop contests in the various South Asian countries.