Stories
The K-Effect: Korean Culture Moves from Screens to Carts, Brands, and Travel in India
- •Korean culture, initially consumed via K-dramas, is now influencing Indian grocery carts, beauty products, restaurant menus, and travel plans.
- •Ormax Media reports 107.8 million Indians watch K-dramas monthly, a 48% increase from 2025, with a significant audience beyond premium OTT subscribers.
- •Women constitute 60% of the K-drama audience in India, making it the content format with the highest female share tracked by Ormax.
- •Brands like Zepto are leveraging this trend with initiatives like Seoul Street, integrating Korean food, brands, and creators into experiential events.
- •K-culture is also a major travel trigger, with 94% of surveyed travelers influenced by it to visit South Korea, according to Airbnb.
Key Questions Answered
According to the latest data from Ormax Media, 107.8 million Indians watch K-dramas at least once a month, marking a 48% expansion in the audience base compared to 72.9 million viewers in 2025.
Women comprise 60% of the overall K-drama audience in India, giving the format the highest female share among tracked content categories. Additionally, 45% of viewers watch via connected TV (CTV) and 58% are AVOD viewers who do not use paid subscription tiers.
Squid Game remains the biggest Korean title in India with a cumulative audience surpassing 20 million unique viewers, while Teach You A Lesson and If Wishes Could Kill lead as the most-watched K-dramas. Furthermore, platforms like Zepto have hosted immersive experiential events like Seoul Street in Delhi to connect fans with Korean food, brands, and creators.
