BTS, BLACKPINK, and K-dramas may spark the craze, but it’s Korean flavours and beauty rituals that are redefining how young India eats, shops, and aspires

Anushka Roy Choudhary Sep 29, 2025 12:51 PM

In a country where Bollywood once ruled, Indian creators are now building a parallel K-culture universe, one that speaks Korean but still feels proudly desi

Soumya Gawri Jul 24, 2025 1:32 PM

The Korean wave is changing snacks in India. Buldak ramen and kimchi chips are trending, thanks to Gen Z and K-pop culture. Brands are jumping on the trend by adding Korean flavours to local foods

Soumya Gawri Jun 12, 2025 9:04 AM