The Rise of Korean Culture in Northeast India

Source : KCCI (Via - The Indian Express)

By : Mamina Tayeng

The Korean Wave (Hallyu) has become the most important cultural force for the youth of North East India.

The Korean Culture, widely known as the Korean Wave or Hallyu, has become increasingly visible across the North Eastern states of India, subtly shaping the everyday choices of young people through entertainment, fashion and even the foods they enjoy.

Now, the Korean culture is more than just a trend and has grown into something deeper, the Korean Wave has woven itself into the daily experiences and cultural identity of North East India.

For decades, the North East region of India often felt geographically and culturally distant from Mainland India's media. But in states like Manipur, the cut-off from mainstream media was even more absolute. When the Revolutionary People's Front imposed a ban on Hindi films in Manipur and Hindi satellite channels back in 2000, this abrupt media blackout created a perfect opportunity for something new to rush in.

Then comes Korean entertainment to fill the massive silence as pirated DVDs and CDs were swamping the market bringing K-Dramas and K-Pop into our lives.

Later the popularity only surged higher when mainstream channels like Zindagi began airing popular Korean dramas, dubbed in Hindi. Hits like Full House, Boys Over Flowers, and Descendants Of The Sun gained massive and new fanbase.

Beyond the dramas, K-POP groups became the new cultural ambassadors.

As EXO, BTS, And Blackpink dominated global charts, their influence was much more than just music, shaping Korean fashion, beauty trends, and lifestyle among the youth of the North East region.

K-Pop Band - Blackpink

K-Pop Band - BTS

Korean Dramas and Korean Pop instantly resonated with the youth because they offered both visual representation and strong sense of cultural familiarity. Many K-Drama's offered compelling themes - stories about strong family structure, deep respect for elders and close-knit communities. These themes often align closely with the traditional and social value found in many communities across the North East region of India.

Also, the connection runs deep even on the plate! Korean cuisine didn't felt foreign because of the striking similarities in food choices and how both culinary traditions heavily rely on fermented ingredients. The intense flavour of Kimchi felt instantly familiar, much like local staples such as Axone (Fermented soybeans) or fermented bamboo shoots heavily consumed in North East.

So the reason why Korean food became popular was also because it catered to a palate the North East region were already primed for.

Kimchi - Source : DelishGlobe

Korean culture in India has been a gradual process but it was during the pandemic which accelerated it more and today the influence is visible everywhere - from the minimalist fashion and popular Korean beauty trends to Ramyeon being consumed heavily and the Hanbok (Traditional Korean clothing) being widely embraced. Many Korean restaurants can be seen throughout the North East region and the rest of India. This shows Korean culture is here to stay and was always more than just a trend.

Could the real secret to why K-Wave took over North East India be that it felt familiar or is there more to it?