Move over Hollywood—there’s a new player in town, and he’s speaking Korean. The craze of Korean entertainment, fondly called the Korean Wave or Hallyu, is sweeping the globe with the grace of K-pop dance routines, and India is no exception.

Indian cinema screens, once dominated by Bollywood masala and Hollywood blockbusters, are now lit up with the explicit visuals and compelling storylines of Korean films.

India’s love affair with Korean entertainment didn’t start overnight. It began with the subtle infiltration of Korean dramas, with their engaging storylines and great fashion sense.

Platforms like Netflix and Viki facilitated this cultural exchange and soon shows like ‘Crash Landing on You’ and ‘Itaewon Class’ became as common as the smell of evening tea in Indian homes.

K-pop also played a key role. The synths of BTS, the infectious energy of Blackpink and the charm of many other bands found a huge fan base among Indian teenagers and young adults. Fan clubs grew, merchandise sold out and soon K-pop was no longer a foreign import but a local fad.

No discussion of the Korean wave is complete without mentioning the COVID-19 pandemic. The quarantine period greatly expanded the reach of Korean films among Indian audiences.

“Till a few years ago, only ardent film lovers would talk about Korean films,” said cinematographer Ritika Singh, a graduate from L.V. Prasad College of Media Studies.

Sanjeev Kumar Bijli, Executive Director, PVR INOX, highlighted the growing preference of Indian movie lovers for independent and foreign language films. “From gripping Japanese anime to captivating Korean dramas, we are dedicated to bringing diverse content to India and engaging audiences with unique storytelling experiences,” he said.

leap to the big screen

With the demand for Korean films increasing, it was only a matter of time before Korean films made their way to Indian cinema. The Indian audience, who always craves for fresh content, loved Korean films.

Ritika, who is also a full-time cinephile, said, “It has been really amazing to see the recognition that Korean cinema is getting. It has gone from zero/very few releases to now people waiting for Korean films to come to theatres, going to watch them and recommending others to watch them as well.”

Often dark and intense storylines, coupled with superb cinematography and stellar acting, offer a refreshing change from the often formulaic approach of mainstream Indian cinema. Sanjeev Kumar Bijli said, “The K-culture phenomenon is on the rise in India, especially amongst the youth, and we are excited to support this community by bringing such content to cinemas across the country.”

Two films that mark this cultural crossover are ‘Xhuma’ and ‘The Child’. Their release in major Indian cinemas not only testifies to the growing influence of Korean cinema but also indicates the changing tastes of Indian audiences.

However, they are not the pioneers in this trend. Films like ‘Parasite’ and ‘Train to Busan’ paved the way by introducing Korean cinema to the global stage, including India. “The first Korean film I saw was ‘Train to Busan’, which turned out to be a big hit. And then we got Bong Joon-ho’s Oscar-winning ‘Parasite’,” says Tanisha, a Korean film buff.

Tanishaa further recalled, “When ‘Parasite’ won the Oscars, there wasn’t a single person in my group who hadn’t watched it. It almost became a new trend, just like ‘Squid Game’.”

So why do Korean films appeal so much to Indian audiences? There are many reasons for this.

Korean filmmakers are masters of storytelling. Their ability to weave complex narratives with rich character development and unexpected twists keeps audiences captivated. “Korean films are different. They are different from your everyday Bollywood and Hollywood films. If you take ‘The Child’ for example, it had the Patrick Bateman vibe but with the energy of a Bollywood film,” says Aparna Pillai, a primary school teacher.

Despite the geographical distance, there are surprising cultural similarities between Korea and India – family values, social pressures and the pursuit of dreams despite all obstacles.

These common themes create a sense of connection and familiarity. “These films deal with many themes. They are not just limited to action or romance,” said Vilesh R, who recently watched ‘Xhuma’ in theatres.

Sanjeev then referred to Celine Song’s Oscar-nominated film ‘Past Lives’ and said, “We have presented highly acclaimed Korean films like ‘Past Lives’ and ‘Parasite’. The bilingual film ‘Past Lives’ did very well and even received an Oscar nomination.”

The technical excellence of Korean films – stunning cinematography, meticulous set design and impeccable soundtracks – add a layer of sophistication that Indian audiences appreciate.

Korean cinema often explores themes and genres that are rarely seen in Indian films. Whether it is intense psychological thrillers or poignant coming of age stories, they bring a fresh perspective that Indian audiences eagerly welcome.

the road ahead

The success of films like ‘Xhuma’ and ‘The Child’ in India is just the beginning. With the promotion of Korean content on streaming platforms and the growing fan base of Korean entertainment, we can expect to see more Korean films in Indian theatres.

Sanjeev Bijli sheds light on how the Korean film scene is evolving in India. “Korean films are currently enjoying a lot of success at the box office, with a 40 per cent reach, a large audience and a good viewership,” he said.

When asked about the growing popularity of Korean movies or shows, cinematographer Ritika Singh said, “I think after Covid and the rise of OTT, it gave people a space to explore a lot of genres and languages ​​of movies, Korean cinema being one of them.”

This cultural exchange enriches the Indian and Korean film industries, and fosters a global cinematic community that transcends borders and languages.

In conclusion, the Korean Wave is not just a fleeting trend; it is a full-blown tsunami that is reshaping the Indian film landscape. So, grab your popcorn and subtitles—Korean cinema is here to stay, and it is going to be an exciting ride.