In just 2 years, K-Drama viewership has skyrocketed by 370% in India
These Korean shows have taken India by storm, beating even the great American shows like Friends & Breaking Bad in popularity
here's why this is happening:
These Korean shows have taken India by storm, beating even the great American shows like Friends & Breaking Bad in popularity
here's why this is happening:
K-dramas are becoming extremely popular in India.
There’s definitely a pattern which is making them so famous in a fellow asian country.
This is the Korean cultural wave and it is an international phenomena.
It even has a name: “Hallyu”.
There’s definitely a pattern which is making them so famous in a fellow asian country.
This is the Korean cultural wave and it is an international phenomena.
It even has a name: “Hallyu”.
Even though it’s international, it has taken India by storm.
Now we have to understand that cultural waves have a much deeper effect on the economy and business.
When such a thing happens, the fashion changes, food habits change, mindsets shift and lifestyles change.
Now we have to understand that cultural waves have a much deeper effect on the economy and business.
When such a thing happens, the fashion changes, food habits change, mindsets shift and lifestyles change.
And when this demand shift occurs, the businesses find ways to serve it.
So, why exactly has India become such a big market for this?
So, why exactly has India become such a big market for this?
First of all the distribution is great since the major ones are on Netflix. On Netflix K-dramas have a very focused audience that makes discovery easy.
India has a high demand for daily soaps, sitcoms and dramas.
India has a high demand for daily soaps, sitcoms and dramas.
Most of the hit foreign shows were from America but the problem is we don’t relate that much with the American culture.
Korean culture is quite similar to ours and that creates extreme levels of connect and relatability.
Korean culture is quite similar to ours and that creates extreme levels of connect and relatability.
Not just Korean the whole of South East Asian culture is quite similar to ours and that makes the storylines very relatable.
We love to watch storylines where we can see ourselves in the characters.
That’s something K-dramas have nailed.
We love to watch storylines where we can see ourselves in the characters.
That’s something K-dramas have nailed.
Believe it or not we asians are almost similar.
We have similar kind of families, similar cultures and our way of life (more or less) is similar.
We have similar kind of families, similar cultures and our way of life (more or less) is similar.
Indian audiences may have also reached a saturation point with American Tv shows and as a consumer you always look for something unique and new.
K-dramas have a very different format in storytelling.
Quite slow, serene and beautiful.
K-dramas have a very different format in storytelling.
Quite slow, serene and beautiful.
A lot of K-dramas (and by a lot we mean a lottt😂) have a romantic story in them.
Indians love such content since like forever.
That’s also one of the reason they are such a hit in India.
Indians love such content since like forever.
That’s also one of the reason they are such a hit in India.
A lot of people love to explore different cultures and K-dramas give a really good idea about the lives of South East Asians.
How they live, what do they do, their aesthetics and many other things.
How they live, what do they do, their aesthetics and many other things.
The aesthetics in K-dramas are really awesome and these kind of designs have started creating a market for themselves since the distribution has increased.
So, a lot more people will have similar sofas in their houses, and will decorate their homes in a similar fashion.
So, a lot more people will have similar sofas in their houses, and will decorate their homes in a similar fashion.
A lot of people in India have started adopting their fashion too.
K-dramas have brought back the wave of the Turtle necks in India.
K-dramas have brought back the wave of the Turtle necks in India.
The music in K-dramas is amazing and that is getting people in touch with Korean music.
K-pop is a craze all-over the world, but Korean music is something very different.
These leave an impression on your mind even though you can’t understand a word.
K-pop is a craze all-over the world, but Korean music is something very different.
These leave an impression on your mind even though you can’t understand a word.
In just 2 years of the pandemic, since the massive rise of OTT, the viewership of K-dramas has risen exponentially.
Between 2019 and 2020 viewership of K-drama rose 370% on Netflix.
Between 2019 and 2020 viewership of K-drama rose 370% on Netflix.
There’s also that feel-good factor that a lot of K-dramas have.
We experienced a lot of problems and sadness during the pandemic and watching such light and feel-good shows really helped people find comfort.
We experienced a lot of problems and sadness during the pandemic and watching such light and feel-good shows really helped people find comfort.
Culture controls human beings like nothing else can.
The demand for Korean language teaching has skyrocketed in the last two years.
The demand for Korean food is increasing rapidly.
It won’t be a surprise to see massive Korean food chains shift their focus to India.
The demand for Korean language teaching has skyrocketed in the last two years.
The demand for Korean food is increasing rapidly.
It won’t be a surprise to see massive Korean food chains shift their focus to India.
Also almost all the K-drama watchers want to visit South Korea and especially Seoul once in their lives.
So, Korea be ready to see a lot more Indian tourists soon.
So, Korea be ready to see a lot more Indian tourists soon.
While working on this case-study we really understood one thing.
That culture can change everything and just by following the cultural patterns in business you can create a lot of money.
It’s all about observation and regularly trying to understand demand.
That culture can change everything and just by following the cultural patterns in business you can create a lot of money.
It’s all about observation and regularly trying to understand demand.
Those who keep understanding culture early create great businesses!
You are basically serving human beings and culture is what drives them.
You are basically serving human beings and culture is what drives them.
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Which is your favourite K-drama? Tell us in the comments 😍
Also if you want more such cultural case studies, leave a "❤️"
Which is your favourite K-drama? Tell us in the comments 😍
Also if you want more such cultural case studies, leave a "❤️"
We'll do a deep dive on this Korean "Hallyu" wave and how it defeated the Japanese cultural wave, this Thursday in What The Floww?, our weekly newsletter.
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