bonus365 The K-Stylisation of India Has Begun

Korean fashion store in Humanyunpur in Delhi Photo: Suresh K Pandey Korean fashion store in Humanyunpur in Delhi Photo: Suresh K Pandey

When South Korean rapper and singer PSY released his song Gangnam Style in 2012, it became more than just a song. The track broke the records and became a global sensation, with India embracing it wholeheartedly. The infectious beat, iconic dance moves, and playful vibe quickly made it a viral hit, introducing millions of Indians to the world of Korean pop or K-pop. The track's success sparked a newfound interest in Korean music, fashion, and trends, setting the stage for K-pop's rapid rise in India. As groups like Bangtan Boys (BTS), BLACKPINKbonus365, and EXO followed suit, Gangnam Style was the gateway to an exciting new musical and cultural landscape, fuelling India's ever-growing K-pop fanbase.

The last few years have seen Indians embracing Korean fashion like never before. According to Google Trends, searches for Korean fashion and related keywords have seen a 200 per cent increase over the last three years. A survey conducted by Statista shows that over 70 per cent of Indian youth between the ages of 18-30 have actively consumed Korean media, which includes dramas, music videos, etc. with a significant portion adopting elements of Korean fashion in their wardrobes.

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One is Akshita Suri, founder of Koral Dusk, a Korean fashion accessory and clothing brand based in Delhi. The idea of Koral Dusk, Akshita says, came when she wanted a T-shirt from her favourite Korean show, Crash Landing on You. “When I started watching it, I fell in love with it. I went to several stores and fashion outlets to look for T-shirts from the show but could not find any. But these T-shirts were being sold abroad. That’s when I decided to get my customised T-shirt brand,” Suri says. “I started with Korean prints and standard T-shirts with inspirational quotes and images, but my maximum sales were from Korean so I decided to niche down.”

Just like Akshita’s brand, thousands of others, mainly on social media platforms like Instagram and e-commerce platforms like Shopify, sell Korean fashion items. From oversized sweaters to sleek, minimalist outfits, Korean fashion offers a refreshing contrast to traditional Indian styles, making it increasingly desirable. These small businesses often source products directly from South Korea or through other international and national suppliers, offering everything from casual streetwear to elegant pieces. Instagram provides the perfect platform for these small businesses, allowing them to showcase their collections through visually appealing posts, reels, and stories. These brands look to sell their product through digital channels, which has seen a boom in the last five to six years. Sales through these platforms provide direct engagement with followers, personalised service and the use of influencers or micro-influencers help to build trust and a loyal customer base.

As Korean fashion continues to become more popular, these Instagram accounts play a key role in making K-style accessible to Indian consumers, fuelling demand and promoting a new wave of fashion trends in the country. A Statista survey on the popularity of South Korean fashion in 2021 showed that about 33 per cent of the respondents in India stated that the excellent quality of Korean products was the main reason for the popularity of Korean fashion in the country.

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The Post-Covid Boom

The popularity of Korean fashion skyrocketed post-Covid-19, as people turned to online platforms for shopping and entertainment. With increased consumption of K-dramas and K-pop during lockdowns, Korean fashion quickly gained traction. According to a 2022 report by the Korea Trade-Investment Promotion Agency (KOTRA), the Indian market for Korean beauty and fashion products grew by over 20 per cent post-pandemic. The rise of K-pop idols and their stylish outfits became a key influence, with Indian youth eager to emulate their looks. Instagram and other social media platforms played a pivotal role, with small businesses catering to this demand. This growing interest is expected to continue and led to the formation of fan clubs. Vandana Chopra, a member of one such club in Mumbai, says more members have started to join the club with time.

“We were just five people who started this club,” Chopra remembers. “It was not even a club back then but now we have 238 members in Mumbai, and more from across the country. It has become a family.” These fan clubs, like other clubs, are a forum for like-minded individuals, in this case, lovers of Korean fashion. They discuss the latest trends in the industry, plan and organise events, and open up to each other. Chopra says the club organises monthly meetings. “Our meetups are mostly in person since a large number of our members are in Mumbai. But we also organise online and virtual meetings,” she says.

The growing influence of Korean pop culture has slowly changed the way people dress. As K-dramas and K-pop become more popular, many young people are drawn to simple, comfortable styles like loose clothes, bright colours and casual outfits. Local stores are starting to offer clothes inspired by these trends, mixing them with Indian styles. This mix of Korean and Indian fashion is creating new, fresh looks that appeal to a wide range of people. It’s a subtle shift, but it’s making fashion more diverse and interesting for those who want to try something new.

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The larger fan base is the age group between 15 to 27. These young fans are at a stage where they are looking for inspiration, an idea to hold on to, or something that they can follow and admire. Suri shares that K-dramas have changed her life. “I was going through a tough patch when I started to watch Crash Landing on You and it inspired me a lot,” she remembers.

What’s Next?

Several research reports have highlighted that the future of Korean fashion in India is poised for significant growth with K-pop and K-dramas leading the race. Investment by South Korea and Korean companies on the other side has also peaked in the last few years. In September 2024, several reports said that the Indian government is seeking investments from South Korea. "We are looking at South Korea and Japan for investments and technology transfer for establishing shipbuilding and ship repair clusters in India," T K Ramachandran, Secretary at Ministry of Ports, Shipping and Waterways (MoPSW), told a group of journalists at a recent event in Goa.

In October 2024, Youngone Corporation, a South Korea-based apparel and sportswear manufacturer, expressed interest in establishing a fashion technology university in Hyderabad’s proposed Fourth City. The company’s chief executive officer (CEO) Ki Hak Sung made this proposal during the visit of an official delegation from Telangana to Seoul to study riverfront development in South Korea’s capital city.

In the near future, the boom of Korean brands and culture will slowly take over the Indian market. The emphasis on sustainability and innovation in Korean fashion also aligns with the growing environmental consciousness in India, where eco-friendly fashion is gaining momentum. Lots of homegrown brands in India have started to include Korean accessories and products in their shopping basket. Souled Store, a clothing outlet, features Korean clothes and attire in its collection.

However, for Korean fashion to truly thrive in India, it will need to navigate cultural differences and competition from established global brands. Social media influencers and celebrity endorsements will continue to propel Korean fashion into the mainstream, making it a major player in India's evolving fashion landscape.

(This appeared in the print as 'Korean Fashion')bonus365