The Korean Wave, or Hallyu, has become a transformative cultural force, sweeping across South Asia with an unprecedented impact on entertainment, fashion, cuisine, and lifestyle. In India, this phenomenon gained momentum in the late 1990s through Korean cinema and television dramas. However, it reached its peak before and during the global COVID-19 pandemic, drawing millions of Indian youths into the world of K-pop, K-dramas, and Korean aesthetics.

This groundbreaking volume delves deep into the evolution of the Korean Wave in India, examining its various phases—from the initial admiration for Korean cinema and dramas to the massive rise of K-pop fandoms, particularly driven by global sensations like BTS. With the Internet as a catalyst, the Korean Wave has not only influenced entertainment choices but also fostered new online communities, fandom cultures, and even mental health support networks.

The book also explores the growing interest in Korean cuisine and fashion, reflecting a broader cultural assimilation beyond just music and films. With contributions from a new generation of scholars, this pioneering study provides a scholarly yet engaging perspective on how a foreign cultural movement has shaped Indian society.

Whether you're an academic, a fan of Korean culture, or someone interested in global cultural trends, Korean Wave in India offers a compelling analysis of one of the most fascinating cultural crossovers of the 21st century.