It won’t be wrong to admit that Korean culture rose meteorically all over the world. The K-way of life is getting overtly prevalent, with India being no exception to this wave. Do you make finger hearts while posing for a photo? Is Ramyeon your new Maggi? Or did you dance to Psy’s Gangnam Style? Then my friend, you, too, are influenced by the phenomenon called 'The Hallyu wave'.
And if you think this is something recent, let me tell you that the Hallyu wave has been happening since the 90s. Well, it wasn't as prominent as it is today. But you would ask why this has happened when our entertainment industry is so diverse and enormous. Well, there isn't any one answer to this. Some say this is because of their content quality, while others give the pandemic its due credit for its sudden rise in our country.
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And if you ask us, we'll tell you to read this article to know why K-life is hot and happening around the world today.
Hallyu, also known as the Korean wave, is a term used to refer to the rising popularity of South Korean culture, including everything from music, movie, and drama to fashion and food. The breakthrough came in the late 1990s when Korean content gained popularity in China. TV dramas and mainstream music from Korea saw significant growth in popularity throughout Asia.
In India, northeastern states, especially Manipur, started enjoying Korean content due to the state’s ban on Bollywood. The development of the Korean wave from the middle of the 2000s to the beginning of the 2010s was driven mainly by Korean boy bands and girl groups known as idols, including Big Bang, Girls' Generation, and Kara.
During this time, the Korean wave gained immense popularity outside Asia, particularly among young people in their teens and early 20s in Latin America and the Middle East. Since the 2010s, Hallyu, which had built a strong base through popular culture, including TV dramas and music, has been expanding its sphere of impact.
In recent times, popular dramas, music, and movies from the country have secured a safe place in the hearts of millions of people across the world due to various reasons. Some say it’s their fantastic storytelling and captivating cinematography, while others point out the on-screen chemistry of the leads in dramas and their swoon-worthy music as the reason behind such an unprecedented rise.
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Modern K-pop, or Korean pop music, which includes dance-pop, pop ballads, techno, rock, hip-hop, R&B, and other genres, is expanding faster than any other. Known initially as gayo or pop music, South Korean popular music is now referred to as K-pop. The primary appeal of K-pop is a superb performance that blends with superb vocal ability, stage presence, and spectacular dance numbers.
The music and choreography for the idol groups are not created in a day or two for a flawless performance. They are created with years of careful planning, organized training programmes, and lots of blood, sweat, and tears during their trainee years. The ongoing popularity of K-pop is also attributed to its engaging fanbase.
The K-pop craze started to take off globally in 2012 when Psy's Gangnam Style ultimately hit three billion views on YouTube and kept its No. 2 position on the Billboard Hot 100 for seven weeks straight. BTS, too, witnessed a boom once Gangnam Style became a global hit. BTS topped the Billboard 200 chart in 2019 and took up the third straight Billboard Music Awards trophy for Top Social Artist.
This drew worldwide attention, leading to the global recognition of K-pop as a genre. Map of the Soul: 7 remained at the top of the Billboard 200 list for 23 weeks after reaching the number one spot in February 2020.
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K-dramas, or South Korean TV series, are incredibly well-loved along with K-pop. Since the beginning of 2020, particularly during the lockdown, shows like Crash Landing on You (2019), It's Okay to Not Be Okay (2020), and Descendents of the Sun (2016) have topped Netflix's top trending shows list in India. Indian viewers connect with K-dramas.
These shows are popular because of their emotions. The ability to create original storylines from everyday life stories is one of the reasons why K-content is becoming more and more appreciated worldwide. The stories of regular people are universally accepted without any opposition or obstacles.
It's interesting to see how K-dramas, with their predetermined 16-episode format, explore a variety of genres, including thrillers, politics, time travel, criminal investigation, family relationships, and historical tales.
And the fascination is not just limited to TV series; their movies are a big hit. The movie, Parasite, gave Korean films a global audience. It was nominated in six categories and took home four major prizes at the 92nd Academy Awards, including Best Director and Best Picture.
Apart from K-pop and K-drama, the country’s food, fashion, language, and skincare are successful as well in influencing people across the world. The courses on the Korean language are becoming extremely popular in our country. And now, one can find Korean convenience stores and restaurants in every major city in India.
Another industry from the country which is flourishing worldwide is the skincare industry. It won’t be wrong to admit that people go gaga over celebrities' glassy and flawless skin. Sales of branded cosmetics, fragrances, bags, shoes, jewellery, and apparel have increased worldwide due to clever commercial placements by numerous famous shows. Hence, the appeal and craze to own them is unimaginable.
The Korean wave gave the world a new fresh, and young view, and the audiences quickly grasped that unique perspective. What are your thoughts on the K-way of life? Share your two cents with us.
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