Korean wave: One-of-a-kind invasion is taking place

The Korean wave is pervasive, sweeping across cars, consumer durables and popular culture.

Synopsis

In smartphones, Samsung is snapping at the heels of Xiaomi on the number of units sold in India. As per the latest data for April-June by market tracker Counterpoint Research, Samsung now has an 18.6% share, while Xiaomi is just marginally ahead at 19.2%.

The Koreans are crash-landing on us — and it is not just on Netflix. While the Korean cultural wave or Hallyu has swept India, with K-drama and K-pop grabbing eyeballs and earphones, the K-presence is pervasive, straddling culture and business, with its brands continuing to capture consumers in many segments, including automobiles and consumer durables. When you watch Crash Landing on You on a Samsung phone or listen to BTS in a Kia Sonet, you

BY

ET Bureau

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