The 'Dynamite' Effect: How BTS, K-Dramas Are Reshaping India's Culture

Back in the early 2000s, K-pop wasn’t popular in India. However, in recent times, the wave that BTS, Blackpink and Korean Dramas have created in India is beyond comparison. Over the past few years, BTS – comprising RM, Jin, Suga, J-Hope, Jimin, V and Jungkook – has built a strong and dedicated Indian fanbase known as ARMY. Social media platforms such as Twitter and Instagram have played a crucial role in amplifying their reach.

However, this rise has also left a significant cultural imprint in India. It is not only reshaping music consumption and fandom culture but also introducing youth to fashion trends and skincare routines. Let’s take a look at how K-pop and K-Dramas are having a ‘dynamite’ impact on India’s culture:

Music Beyond Language

K-pop groups like BTS

and BLACKPINK are reshaping how Indians consume music by proving that language is no longer a barrier. Despite lyrics primarily in Korean, songs such as Dynamite and How You Like That have gained massive traction on streaming platforms. It would not be wrong to say that K-pop groups have helped normalise non-English music consumption among urban Indian youth.

Rise Of Fandom Culture In India

The K-pop phenomenon has also intensified organised fan communities in India. Fans of BTS, BLACKPINK and even other South Korean actors organise events on special occasions like their birthdays or film release days. These special occasions are celebrated no less than festivals, especially among youth in the metropolitan cities. It should be noted that PVR INOX also recently announced BTS’s ‘Arirang’ world tour will be screened in Indian theatres. These cinematic events will be held across over 20 cities nationwide.

Introduction To Korean Merchandise, Skin Care

K-pop and K-dramas’ impact extends beyond music. Their distinct fashion, ranging from streetwear to pastel-toned ensembles, has influenced Indian youth and content creators. Korean beauty and skincare routines have also gained popularity in recent times. Netizens in India now want a ‘glass skin’ and are familiar with products like sheet masks, essences and serums, which were once considered niche.

Boost To Travel To South Korea

South Korean shows and music have also increased curiosity among Indian travellers around the country. As reported by Travelbiz Monitor, Indian tourism to South Korea is experiencing a major surge, with a 44% increase in visitors in 2024. The report also states that South Korea is targeting 270,000-500,000 Indian visitors by 2026.

Indian Actors Collaborating With Korean Artists

The K-pop or K-dramas wave has also initiated collaborations between Indian actors and Korean artists. Actress Anushka Sen has been one of the most visible faces in this space, signing with a South Korean agency and appearing in Korean shows like ‘Asia’. Singer Armaan Malik has worked closely with the Korean music industry, collaborating with K-pop artists and releasing English-Korean tracks that cater to global audiences. Recently, South Korean actor Park Seo-joon also expressed his desire to work with Indian talents and said, “If I get the chance, I would love to fly over.”