How K-Pop, K-Dramas, and Merch are Sweeping India's Retail Market

In the last few years, Korean content, or K-content, has emerged as a global powerhouse, fueled by the unstoppable wave of Hallyu. From K-pop idols dominating the world stage to K-dramas becoming a household staple, this cultural phenomenon has made an indelible mark on the global entertainment landscape. In India, too, the appetite for K-content is skyrocketing, making the country a lucrative market for Korean businesses. As more Korean companies enter Indian markets—ranging from entertainment and animation to merchandise like plushies and character-themed products—it’s clear that the Hallyu wave is more than just a passing trend.

This is not just about entertainment; it’s a billion-dollar business opportunity. With over 156.6 million Hallyu fans globally and 15 million in India alone, according to a report by Facebook Analytics, Korean companies are increasingly recognizing the potential of expanding into India. This shift is setting the stage for collaborations that could redefine the Indian retail and entertainment sectors.

Hallyu’s Meteoric Rise in India

The origins of Hallyu can be traced back to the late 1990s and early 2000s, but the recent explosion in its popularity is largely due to the accessibility of digital content platforms. Korean dramas, music videos, and variety shows are now easily available to Indian audiences via streaming services like Netflix, YouTube, and local platforms such as MX Player and ZEE5. This rise in viewership has also brought with it a heightened interest in Korean culture, language, and even products.

According to Duolingo, Korean is now the fourth most accessed language on its app in India, after Hindi, English, and French. The surge in demand for K-pop concerts, merchandise, and fan events is also evident, with multiple Korean acts performing in India and plush toys inspired by K-pop and K-drama characters flooding the market.

The Hallyu wave’s popularity is not just confined to the younger generations. Plushies, merch, and collectibles associated with K-pop and K-dramas are becoming popular among Gen Z and Gen Alpha alike. Korean companies have been quick to capitalize on this trend, with over 30 Korean businesses from various sectors attending a recent K-content event in India, eager to finalize business deals with Indian companies.

The Business of K-Content

One of the key drivers behind the Hallyu wave’s global success is product licensing. Korean companies like ACCESS KOREA, ATOONZ, and Aurora World have mastered the art of character merchandising, which extends beyond traditional media to everyday products. ACCESS KOREA, founded in 2019, is a prime example of how Korean companies are promoting their content internationally. The company’s focus on character licensing, animation distribution, and the supply of Korean cultural products is proving to be a highly successful business model, especially in India.

Aurora World, a global leader in plush toys and character-based merchandise, has also entered the Indian market, targeting both children and adults with their YooHoo & Friends plushies and Palm Pals, small, collectable plush toys aimed at Gen Z. These products resonate with the younger audience’s desire for both nostalgic and modern characters, providing companies with an avenue to create lasting brand loyalty.

"Hello Jadoo," a long-running South Korean animation series from ATOONZ, is another hit in the licensing business. With five TV seasons, feature films, and a strong character licensing business, "Hello Jadoo" has become a popular name in India, Indonesia, Thailand, and Vietnam. Such ventures into licensing have expanded the reach of K-content beyond the screen, making it a part of daily life.

K-Entertainment and India’s Growing Appetite

While plushies and collectibles are gaining traction, the core of Hallyu remains rooted in its entertainment offerings—K-pop and K-dramas. CJ ENM, one of Korea’s leading entertainment companies, has a huge influence on this front. Known for its diverse portfolio that includes TV shows, films, and OTT platforms like TVING, CJ ENM is perfectly positioned to lead the globalization of Korean content. The company’s dominance in the entertainment world has enabled it to create a loyal fan base in Korea and abroad, including India.

In fact, the cultural penetration of K-pop in India has reached new heights. HYBE Corp., the parent company of global sensation BTS, has been at the forefront of this movement. The group’s concerts and music videos regularly trend on social media platforms in India, and their merchandise—from limited-edition albums to character-based plushies—fly off the shelves. HYBE’s ability to innovate through multi-label systems and digital platforms like Weverse has made it a powerhouse in not just music but also merchandising and licensing.

Meanwhile, established Korean broadcasters like KBS MEDIA and SBS are focusing on expanding their content offerings to India. KBS MEDIA, known for producing the iconic drama "Winter Sonata," has been exporting its content to over 90 countries, including India. Their strategic partnerships and content distribution methods have made them a leading name in the world of K-dramas.

K-Toys and Merchandising in India

One of the most striking aspects of the K-content wave is how deeply it has penetrated the retail landscape. The popularity of K-toys and collectibles has surged, especially among younger audiences. Plushies, for example, are no longer just for children. Gen Z and even Millennials are snapping up limited-edition plushies based on their favorite K-pop stars or characters from popular K-dramas.

Aurora World, one of the biggest players in the plush toy industry, is making significant inroads into the Indian market. Their YooHoo & Friends collection, which focuses on spreading environmental awareness, has resonated deeply with the eco-conscious Gen Z demographic. Similarly, their Balloomiz line, with its superhero-themed plushies, taps into the growing demand for merchandise that merges fun with social messaging.

Indian retailers are catching on to this trend, with partnerships being formed between Korean companies and Indian businesses to bring these products to a wider audience. According to industry insiders, several large deals were finalized at the recent K-content event in India, where 25+ Korean companies from various sectors—including animation, entertainment, and plush toys—participated. The event underscored India’s position as a key market for Korean content and merchandise.

Business Potential and Growth Opportunities

The business potential for K-content in India is immense. With millions of fans, the Indian market represents a goldmine for Korean companies looking to expand their global footprint. The growing popularity of Korean language learning, driven by platforms like Duolingo, shows the increasing engagement of Indian consumers with Korean culture. This cultural convergence is paving the way for deeper business collaborations, not just in entertainment but across retail, language education, and e-commerce.

Given the sheer scale of India’s population and the increasing consumption of Korean content, Indian companies are also eager to tap into this trend. Partnerships between Indian and Korean firms will not only bring more K-content to India but also facilitate the development of locally-produced content inspired by Korean formats, thus creating a dynamic, symbiotic business environment.

K-Content—More Than Just a Trend

K-content has moved beyond the realm of a pandemic-driven fad to become a cornerstone of global pop culture. With businesses rapidly expanding their product lines and licensing deals, the Hallyu wave is poised to be a multi-billion-dollar industry. In India, the appetite for K-content, K-merchandise, and even the Korean language is growing at an unprecedented rate, making it one of the hottest markets for Korean companies. The future of K-content in India looks bright, and for businesses ready to ride this wave, the opportunities are endless.