Barring a miniscule portion of the Indian population, no one in India knew about Korean Pop or K-Pop until PSY's Gangnam Style broke all records and garnered 2.9 billion views worldwide, becoming the most viewed video on YouTube. Since then, Hallyu or Korean Wave, the phenomenon of Korean entertainment and popular culture, including pop music, TV dramas and movies have become popular worldwide, including India. North East India is considered as the heart of Korean Wave in India.
The beginnings of this frenzy lie in the early 2000's in Manipur in Northeast India when Bollywood movies and TV channels were banned by the Revolutionary People's Front. Deprived of their means of entertainment, the people took to Korean music, dramas and films that were freely available in the form of DVD's at reasonable prices. At present, years after the ban has lifted, Korean culture is so ingrained in their minds that Korean festivals are celebrated with fervor.
Those familiar with K-Pop will understand that f(x) is not just a mathematical formula, that BTS does not only stand for Behind the Scenes and 2AM isn't just a measure of time! Others may associate these names with their general meaning but the heads of K-Pop fans might be ringing with songs from these famous K-Pop music bands! Korean music is highly appreciated by the youth and it's appeal lies not only in the music itself but also in the amazing visual spectacle it presents us with. That is the reason why language doesn't act as a barrier and the fandom continues to expand.
Lucy Nelia, editor-in-chief at www.destinationkpop.com says, "I think the appeal of K-Pop lies with its concept of fresh, colourful, youthfulness, with a certain amount of innocence that you do not see in other music industries anymore. Despite the usual cynicism, the fact remains that it connects with the youth in a huge way."
This connection is strengthened by K-dramas. Apart from music, K-dramas are also very popular. In 2009, a highschool drama "Boys Over Flowers" became extremely popular. It became one of the most critically acclaimed and viewed dramas and it also enjoyed a large Indian viewership. Names like Lee Minho, Lee Jong Suk and Park Shin Hye do not seem foreign anymore and teenagers as well as adults are seen drooling over these stars. Unlike Indian soap operas consisting of 1000 episodes and going on for years, k-dramas appeal to large Indian masses due to its brevity, each show ending in about 20-25 episodes. As a matter of course, Korean words such as anneyonghaseo (hello), kamsahamnida (thankyou), mianhamnida (sorry), aniyo (no), ye (yes) and of course, saranghae (I love you) are used time and again. Also, the OSTs of these dramas are standalone tracks and they add immense value to the show, enhancing its quality manifold.
Apart from music, dramas and movies, even the Korean way of life - culture, food and language - has been adopted by many. The opening of several Korean restaurants throughout the country, serving traditional dishes such as Kimchi, proves the increasing likeness of Korean food in India.
Korean music is now so popular that the Government of Nagaland brought them for its annual Hornbill Festival. Also, K-pop concerts have already been held in three cities (Chennai, Ahmedabad and Guwahati) and many K-pop contests are held too. The K-Pop culture continues to be widely accepted and seems to spread like wildfire. It is something that is likely to stay here for a long time, making a huge impact on everyone's minds and hearts!
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