Korean Wave in India [Ed. Manas Ghosh and Sourish Ghosh]

The Korean wave or Hallyu-a sociocultural phenomenon encompassing South Korean television, films, music, food, and fashion-has swept across much of South Asia in recent years. In India, it peaked before and during the global Covid-19 pandemic, finding a wide audience among the country's youth. The massive popularity of the K-pop boy band BTS, which has dovetailed with the pervasive presence of the Internet in our lives, resulted in building new communities, fandoms, and mental health support. The different waves of this cultural import, starting with cinema and television in the 1990s, and currently manifesting itself in a greater interest in Korean food and fashion among Indians, have been thoroughly examined in this pioneering volume, where a relatively new cultural phenomenon has received incisive scholarly attention from a new generation of academics.