image
Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque. Perspiciatis unde omnis iste natus error sit voluptatem accusa.
Recent Posts
Search

Insights on Cultural Influences in times of COVID

Insights on Cultural Influences in times of COVID

As per a Euromonitor International Report, in 2020, COVID-19 led lockdown accelerated the advocacy and acceptance of Korean culture in India.

The rise in consumption of K-Food in India post-COVID-led lockdown in 2020 is found to be correlated with the viewership of K-dramas and K-Pop. Netflix, an online streaming platform, reported a YoY 370% jump in 2020 in the viewership of Korean Dramas in India. The import statistics of Korean Noodles in India also witnessed a growth of 162% in terms of Volume in 2020 and is expected to grow by 178% in 2021 according to the Ministry of Commerce and Industry of India.

Home isolation gave the time and opportunity to the Indian consumers to deep dive into the Korean culture through K-Dramas and K-Pop and experience it through K-food. The rising popularity of K-Food in India presents a unique growth opportunity for Korean food manufacturers, ingredients and condiments manufacturers and Consumer Foodservices in India post-2020.

K-Dramas gained popularity in India because of factors like content and storyline, fashion and aesthetics, and willingness to explore and understand other culture. For most of the viewers, they fill a gap left by the Indian soap operas. To understand the audience of K-Dramas in India, we ran a survey with respondents who were Indian and K-Drama fans. Interestingly, 88% of the respondents were willing to try Korean Food, while only 40% of them had ever tasted Korean Food.