Delhi is riding the Korean wave – The New Indian Express


Express news service

Anurita, a 54-year-old housewife, said that being introduced to Korean culture by her two daughters was probably the best thing that has happened to her in her life.

Passionate about music, stories and food, she is captivated by the quality of Korean entertainment as well as the commonalities between the country and India.

With the start of the pandemic-induced lockdown and access to OTT platforms, many people have started watching K-dramas while locked inside their homes.

This helped to launch the Hallyu wave (Korean wave) in India. With this new fury in mind, Kotra, the trade office of the Embassy of the Republic of Korea, unveiled a ten-day fair at Select Citywalk, Saket on Friday.

Inaugurated by Chang Jae-bok, the Korean Ambassador to India, this event is a dive into the exciting world of South Korea.

A good participation

On the first day, the fair saw a number of visitors intrigued by Korean culture. Delighted with the participation of a Friday afternoon, Joonhwa Bin, Managing Director of Kotra, said: “I am surprised to see so much
Many people.”

From teens to adults, it seems K-wave has influenced everyone. Not only is the popularity of the K Wave massive, but it has, as Anurita mentioned at the start, brought many families together.

Anubha Vaid, an education specialist, who was rushing to a meeting, said she would return to the fair later.

“Getting to know Korean culture and how respectful, humble and versatile it resonates with Indian culture. K-Dramas are addictive and even though it’s hard to keep up with them because of work, I still watch them.

A range of products

Showcasing Korean brands and their products in fields such as beauty, food, electronics, and more, this global event helps showcase South Korea beyond its culture.

You will find a range of products – the BTS character toothbrush, which might appeal to K-pop fans; a vegan range of soy milks in new flavors by Yonsei Dairy. Radhika of Yuviny, a Korean brand specializing in sanitary products, said, “Our sanitary napkins are made from corn fiber, so they are recyclable and soft.”

The fact that many brands are selling physical CDs of K-pop artists has taken the city’s law student Diya a shock. “I discovered K-pop [industry] still makes CDs. They have the whole concept of albums and inclusions. Now I have been able to increase my collection and I am happy that K-pop keeps the art [of albums on CDs] up, ”she said.

A mix of cultures

A few visitors we spoke to said they wanted to visit the country and learn Hangul. “The Korean Cultural Center offers language courses but it fills up so quickly,” laments Arpita, a 21-year-old student at Delhi University.

This fair is therefore a welcome initiative to understand the different facets of a new culture. When we asked Anurita what she was thinking, she concluded, “It would be great to attend more fairs like this.

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