Some learnings hit us gradually. The advent, growth and popularity of Korean skincare, food, dramas and style, has been a slow learning process for me, as it would’ve been for so many others.
Up close Experience 1: When a teen talked about her skincare routine, I was surprised! It involved a ten step process, and she had sourced all the cosmetics required for the process from online stores. It didn’t stop at that; I realised that this glass-skin is the most desired among today’s teens, also the topic of discussion during school recesses and bus commutes. The ‘Korean Skincare Wave’ had caught on.
Up close Experience 2: Some teens wanted to write for one of our magazines. What we received was a neat and well detailed article on ‘Jjajangmyeon’ which apparently was the most desired noodle dish with black bean sauce. I knew that the ‘hakka noodles’ had been replaced.
Up close Experience 3: Another teen surprised me with his recent photograph; braces gone, stylish eyeglasses, but something that made me look twice was his hair or rather hair style. Shoulder length hair with gentle waves. I realised the K Factor now is really big!!
Korean pop culture is no longer niche in India, it’s a full-blown cultural movement. The South Korean wave (Hallyu) has made deep inroads across the country, from beauty regimes and culinary delights to fashion, language learning, and entertainment.
But what led to this silent revolution in India, especially teens? Here’s some wandering of thoughts.. a timeline.. is this how the saga unfolded?
- 2010s: Early K-dramas arrive online
- 2016: K-beauty enters India (sheet masks boom)
- 2020: Pandemic drives massive K-drama/K-pop streaming
- 2023: Duolingo surge in Korean language learning
- 2025: Korean culture fully mainstream
1. Cosmetics & the 10-Step “Glass Skin” Routine
K-beauty has captured Indian hearts with its focus on luminous, healthy skin. The iconic 10-step skincare ritual, double cleansing, toning, essences, serums, and more, is now a staple among young Indian consumers India TodayThe Times of India. Indian brands are even blending Ayurveda with Korean science-driven formulations to tap into this trend The Times of India. Popular Korean ingredients like Cica, snail mucin, ginseng, niacinamide, and propolis have become everyday terms thanks to their proven benefits The Times of India.
2. Korean Sauces & Cuisine (Kimchi, Noodles, and More)
The Korean culinary wave is rising too. From fiery kimchi to savoury sauces and instant noodles, Indians are eager to experience these flavours firsthand. Iconic scenes in K-dramas like the beloved combination of fried chicken and beer in My Love From the Star, spark surges in noodle sales and food trends Wikipedia.
I realised there’s even a YouTube channel where you can learn to make vegan Kimchi at home; all taught by a Korean woman living in India. https://www.youtube.com/watch?v=1vlvVOWjs2Q&ab_channel=KoreanMom%27sKitchen. Make vegan Kimchi with Indian ingredients.
3. K-Curly Culture: Hairstyles
While not as documented, Korean hairstyles like soft waves, curtain bangs, and gender-fluid cuts have become popular among Indian youth, inspired by their favourite idols and characters.
4. The Catalyst: Korean Movies & Dramas
It all began with stories. K-dramas like Squid Game, Crash Landing on You, and Queen of Tears have broken viewership records and become viral sensations on streaming platforms Marie ClaireWikipedia. During lockdowns, Indian platforms began dubbing K-content, making it accessible and widely embraced even in non-urban areas Wikipedia. Notably, younger audiences, especially women, have driven this rise Wikipedia.
5. Language and Aspirations: Korean Schooling and Duolingo
The popularity of K-dramas has inspired many Indians to learn Korean. Duolingo data shows a staggering 75% year-on-year surge in Indian learners, especially among 17–25-year-olds, making Korean one of the fastest-growing languages in the country ThePrintEducation Times. With Korean now taught in schools and universities, many students view it as a gateway to pursue higher education or careers in South Korea Wikipedia.
6. Where Next? A Fad or Here to Stay?
This “K-craze” shows no signs of fading. K-beauty, K-drama, Korean food, fashion, and language learning are steadily becoming woven into mainstream India, especially across metros and tier-2 cities alike Wikipedia. Market growth is real: K-beauty alone is growing at over 25% CAGR, with sheet mask searches soaring 600% on YouTube India LinkedIn. Cultural exchanges, collaborations in music, and language education all point to long-term resonance, not a trend that will vanish.
I can vouch for this based on the requests I receive to publish listicles, product launches, etc. for Korean cosmetics, skincare, haircare, burgers, sauces, and more.
From glowing “glass skin” and kimchi cravings to scripted sagas that redefine storytelling; India’s embrace of Korean culture is sincere, deep, and layered. It’s not just today’s fascination, but tomorrow’s cultural fabric.