7 months ago
Korean Stars Promote Indian Brands Amid Hallyu Wave
Korean stars are becoming popular in India, and many Indian brands are using them to promote their products.
For example, a former K-pop singer named Aoora is promoting Pulse Candy and has even learned to sing in Hindi.
Other Korean celebrities like IU and Chae Soo-bin have also been featured in ads for brands like Colgate and Crocs.
This is happening because many young people in India love Korean music, dramas, and food.
There are even big concerts in India featuring Korean musicians.
A company called Hybe, which is famous for creating the band BTS, has opened an office in India and plans to create new bands here.
This shows how Korean culture is becoming more popular in India.
Korean singer-entertainer Aoora promotes Pulse Candy with a Hinglish jingle and dance challenge.
Crocs and Colgate feature Korean stars Chae Soo-bin and IU in their Indian ad campaigns.
Aoora has embraced Indian culture, collaborating with local artists and performing in various Indian languages.
Korean food, skincare, and entertainment are growing in popularity in India, leading to more recognition of Korean celebrities.
Hybe, the company behind BTS, opens an office in Mumbai and plans to create new bands in India.
- Who
- Korean stars like Aoora, IU, and Chae Soo-bin
- What
- Korean celebrities promoting Indian brands and engaging with Indian culture
- Where
- India, with events and collaborations across various cities
- When
- Recent years, with specific campaigns in 2023 and 2024
- Why
- Due to the growing popularity of Korean culture (Hallyu wave) among Indian consumers, particularly Gen Z
Key facts
- Korean Celebrity
- Aoora
- Indian Brands
- Pulse Candy, Crocs, Colgate, Nivea, ITC’s Bingo, Kia India
- K-Town Festival
- Third edition in Mumbai
- K-Town Attendance
- Over 6,500 attendees
- Hybe Office
- Opened in Mumbai
- Korean Bands in India
- BTS, Katseye
- Aoora's Collaborations
- Bollywood, Malayalam, Tamil singers
- Korean Flavours in India
- Gochujang-flavoured chips, K-Beauty trends
Quotes
Jyotiroop Barua
Business head, confectionary, DS Group
“With K-pop enjoying a massive following amongst India’s Gen Z, we saw a unique opportunity to engage this audience through a global pop culture phenomenon.”
livemint.com
Rachna Puri
Cofounder of Mumbai-based digital marketing agency VectorMob
“Aoora came experimentally to India because he loved Bollywood content, he felt the freedom to make content that is there in India is not there in Korea.”
livemint.com
Kumar Razdan
Head of JetAlive, the live entertainment arm of gaming and digital entertainment company JetSynthesys
“From K-Town 1.0 to 3.0, the property has witnessed a consistent year-on-year growth of 20% in overall attendance, with K-Town 3.0 attracting over 6,500 attendees.”
livemint.com
