'Hallyu' from Seoul: How South Korea's K-wave swept India - and its darker side

South Korea's 'Korean Wave' has transformed from a niche phenomenon to a mainstream cultural force in India and across the globe, driven by K-pop, K-dramas, and lifestyle trends. This soft power surge, fueled by digital access and strategic state policy, offers a model for global influence, impacting consumption and aspirations across the nation.

By AADRITA HALDER AND YASH SONKAR