A STUDY OF CULTURAL IMPACT OF HALLYU (KOREAN DRAMA-NETFLIX) ON INDIAN VIEWERS

Abstract

In 2020 we were caged in our own houses to prevent human contact but we survived the past year by discovering new content from across the world. Though one could not leave the country, Indian youth dived into Korean culture through the OTT platform Netflix. Korean wave or Hallyu breakthrough in India was marked as higher in 2020 than since it started in 2016. Korean drama is not only different but also grew from daily soap with confusing and complicated storylines to well-written plots, conveying meaningful messages, throwing light on the modern-day lives of the Koreans. This paper will show the sudden shift in content viewership and the cultural impact of Korean content on Indian viewers. This paper will survey 100 individuals.