Burgers to Beauty: Companies Embrace the Korean Wave Across Sectors
Indian Gen Z is increasingly captivated by Korean culture, a trend that has gained momentum in recent years and shows no signs of fading. Initially sparked by the global success of K-pop group BTS and the popular drama “Crash Landing on You,” this fascination has expanded into various sectors, including food, fashion, and beauty. The COVID-19 pandemic played a significant role in this cultural exchange, as many individuals turned to global content while confined at home. Now, the Korean wave, or ‘Hallyu,’ is reaching a broader audience, with consumers from different age groups embracing Korean brands and products.
The Rise of Korean Influence in India
The Korean influence in India is not merely a passing trend; it has become a significant part of daily life for many. According to Paul Lee, managing director of Amorepacific’s India unit, cultural similarities between India and Korea facilitate the acceptance of Korean brands among Indian consumers. This trend is particularly pronounced among Gen Z and Gen Alpha, who are more open to new concepts and experiences. With 377 million individuals born between 1997 and 2012, Gen Z represents India’s largest consumer demographic. As they enter the workforce, their purchasing power is expected to increase, making them a key target for brands looking to engage younger audiences.
Companies like Reliance’s Tira have noted that K-beauty products have played a crucial role in attracting Gen Z consumers. A spokesperson for the company highlighted that this demographic not only adopts trends early but also influences other age groups. This trend is evident across various industries, as brands adapt their offerings to cater to the growing interest in Korean culture.
Korean Cuisine Gains Popularity
The fascination with Korean culture extends beyond beauty products to food. KFC India, for instance, is developing a Korean flavor profile to appeal to younger consumers. Aparna Bhawal, CMO at KFC India, stated that the accessibility of K-dramas and music has made Korean culture relatable, influencing food choices as well. This interest in Korean cuisine is no longer limited to younger audiences; it is now spreading to a wider demographic, including working professionals and older consumers.
Westlife FoodWorld, which operates McDonald’s in southern and western India, has also observed a growing interest in Korean food. The company noted that the trend, initially driven by younger consumers, is now reaching broader segments of the population. This shift is reflected in the increasing popularity of Korean dishes in restaurants and the emergence of dedicated Korean eateries across the country.
The Expansion of K-Beauty and K-Food Products
The K-beauty trend has evolved from a niche interest to a mainstream category in India. Nykaa, a leading beauty retailer, plans to expand its range of Korean beauty brands, offering products that cater to various consumer needs. The company reported that K-beauty has transitioned from being driven by fandom to becoming a performance-oriented category. Myntra, another major player in the fashion and beauty sector, has experienced a remarkable 200% year-on-year increase in demand for Korean beauty products.
Similarly, ITC Foods is witnessing a growing appetite for Korean flavors, particularly in smaller towns. Hemant Malik, executive director at ITC, mentioned that their Bingo! Korean chips have become one of the most popular snack options in Indian households. The rise of Korean cuisine in restaurants and the launch of new Korean food outlets have further fueled this trend, making it an integral part of the Indian culinary landscape. As the Korean wave continues to gain traction, it is clear that the influence of Korean culture is reshaping consumer preferences across various sectors in India.
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