The K Wave - should India bet on it?

In 1994, a South Korean presidential advisory report highlighted a striking fact: one Hollywood blockbuster, Jurassic Park, generated as much revenue as selling 1.5 million Hyundai cars.This insight became a turning point for South Korea’s economic vision. Under President Kim Young-Sam’s leadership, the country began to see cultural exports not just as entertainment but as a strategic industry that could influence global perceptions and open new markets.First, forward to today, that vision has transformed into reality. K-pop, K-dramas, K-beauty, and Korean cuisine have evolved from niche interests into global phenomena, influencing consumer behavior from Seoul to San Francisco, and increasingly, here in India. What began as entertainment has become a form of soft power — shaping how the world perceives Korea, while creating entry points for Korean brands across industries.In this episode, we explore:• How did this cultural movement take root?• In what ways has it created opportunities far beyond the entertainment sector?• Is the Korean Wave a passing trend or is it here to stay?• And critically — should Indian businesses see it as a growth opportunity?