IN 2012, when most of the millennials and Gen-Z were in school, no one could have predicted the ripple effect that Korean star PSY's viral Gangnam Style' would create.
Watching classmates mimic the 'horse-riding' dance step became many young Indians' first brush with Korean culture. Cut to a decade later, India is swept by Hallayu a Chinese term for the Korean Wave. Korean language learning has surged by 75 percent year-on-year in the country as per language-learning platform, Duolingo. K-drama and Kpop sensations like BTS, Way V, Super Junior, EXO, BLACKPINK, and Itzy, have become a part of subculture for Gen Z. Spicy Korean ramen brands are now found in prominent Indian street-side markets while the K-beauty industry is projected to grow at a CAGR of 9.4 percent from 2021 to 2026, as per a report by Mordor Intelligence.
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