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One such avenue that gained wide acceptance among viewers in the country following closure of was the over-the-top (OTT) streaming. The past year of the pandemic enforced lockdown did not just changed our entertainment avenue but a new wave of imported entertainment seems to have taken over ‘desi’ mindspace during this time. We are talking about Korean television serials, fondly known as K-dramas.
The last one year has only consolidated the fact that K-culture is here to stay. Ours is a country with its own thriving television and film industries. Culturally, we have been fascinated by the West, rather than our Asian neighbours. Our audiences are not known for embracing subtitle. Yet, according to Netflix India, in 2020, there was a 370 per cent growth in the Indian viewership of K-dramas.
Oscar-winning movies like Parasite aided the growth of K-dramas in India. Meanwhile, the Korean Entertainment industry has also dubbed the dramas into various languages in order to cater to a large audience.
India says hello to Hallyu
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Hallyu is a term that the Chinese gave to the world and, translated, it means the ‘Korean Wave’. Put simply, it refers to Korean pop culture, which has been manifesting itself all over the globe including India over the past few years.After music and films, K-drama has already made inroads into Indian living rooms. Don’t be surprised if K-beauty and K-food get essential makeovers and reach the larger Indian market. Earlier “K-drama” would be used to describe Ekta Kapoor’s K-serial empire — Kasautii Zindagii Kay, Kahaani Ghar Ghar Ki, Kyunki Saas Bhi Kabhi Bahu Thi, Kaahin Kissii Roz, Kahiin to Hoga. All wildly successful, drunk in the limitless possibilities of drama, including death, rebirth, kidnapping, face-lifts, and hidden twins, they coincided with the penetration of television into interior India. But then, there was suddenly a cultural swerve. Even for the uninitiated, this whole K-Drama craze is fascinating enough to pique one’s curiosity. While Korean entertainment has had a loyal following in Northeast India for about a decade, the rest of India woke up to it last year. So what is it about this genre that has convinced Indians to turn away from the macho men of desi entertainment and towards the feisty heroines and impossibly pretty heroes of K-drama?
Unique and unexpected storylines: K-Dramas range from melodramas, historical, fantasy, sci-fi, action, rom-com, to suspense and usaully have a very unique storyline. The mystery that drives the show is always interesting. The abundance of options is an absolute treat! There’s something for everyone. Beautiful and handsome cast members: Poreless, chiseled-to-perfection human beings are simply too hard to resist. Seeing two beautiful actors share sweet moments and eventually fall in love makes the watching experience more enjoyable. Usually, this factor is what initially draws people into a K-Drama, and ultimately, one of the reasons that make them stay for more. Sense of humor: Korean rom-com series are always a hit as the actors sure have a flair for comedy. K-Drama is about mastering the overall package—the perfect timing, facial expressions, lines and expressions, gestures, animated manner of delivery, plus the right mixture of romance and comedy. Fashion: Koreans have good taste in fashion, no doubt! They are trendsetters. There’s something about the way Koreans dress up that looks straight out of a magazine spread or a runway show. They and their flair for cool and chic styling is unmistakable. Both men and women carry outfits very well.