From binge-watching K-dramas to building playlists around K-pop, India’s cultural fascination with Korea has been steadily growing. But beyond screens and music charts, this influence is now making a strong
mark where it arguably matters most, on the plate.
What was once considered niche or “experimental” is quickly becoming mainstream, as Indian consumers embrace Korean flavours with surprising ease. The reason, industry insiders say, lies not just in trend cycles, but in a deeper, more natural alignment of taste.
According to Dhruv Kohli, Founder, Boba Bhai, the shift is rooted in familiarity rather than novelty. “For years, we have treated global cuisines as exotic, when in reality, the foundations like fermentation, spice layering, and bold, unapologetic flavours have always been strikingly similar,” he explains. “The growing love for Korean cuisine in India is not accidental, it is built on a deep, natural alignment of flavours.”
This alignment is evident in how brands are approaching Korean-inspired offerings today. At Boba Bhai, the focus has been on delivering authenticity while still resonating with Indian taste preferences. From Korean Honey Sriracha Fried Chicken Burgers and K-pop-inspired Gochujang burgers to ramen bowls and boba teas, the idea is not to dilute the cuisine, but to adapt it thoughtfully. As Kohli puts it, the goal is to “deliver authentic, high-quality flavours without dilution but with an Indian twist.”
This evolution signals a larger shift within the food industry. Korean cuisineand even formats like bubble tea, are no longer niche indulgences. Instead, they are becoming part of everyday consumption, particularly among younger audiences who are globally exposed yet deeply rooted in their taste preferences. “People are not just trying Korean food, they are building a connection with it,” Kohli notes, pointing to a more emotional and cultural engagement with global cuisines.
Echoing this sentiment, Shreyashi Keshri, Head of Marketing, McCain Foods India, highlights how consumer behaviour is evolving rapidly. “Indian consumers are increasingly embracing a more global palate than ever before. There is a broader shift towards experimentation and fusion in everyday eating,” she says. The influence of Korean culture, she adds, has only accelerated this curiosity, especially among those seeking bold, sensorial experiences.
For legacy and large-scale brands, this presents a unique opportunity, not to reinvent entirely, but to reimagine what already works. At McCain, this has translated into introducing Korean-inspired flavours into familiar formats like French fries. “By infusing Korean-inspired authentic flavours into formats that consumers already love and trust, we wanted to deliver elevated taste experiences that create excitement for the category,” Keshri explains.
The strategy is as much about accessibility as it is about innovation. Products like Korean-style Zig Zag fries bring global flavours into everyday snacking moments, making them feel both adventurous and comforting at the same time. But the push doesn’t stop at product innovation. McCain has also leaned into immersive consumer engagement, using AI-led experiences to virtually transport users to global destinations like Korea, blending food, technology, and aspiration into a single narrative.
At its core, this movement reflects a broader cultural shift. Indian consumers are no longer passive recipients of global trends, they are active participants, interpreting and integrating them into their own lifestyles.
And perhaps that’s the most defining aspect of this Korean wave in India. It’s not about chasing what’s new, it’s about recognising what already resonates.
