MUMBAI: When Spotify descended upon India on Feb 26, 2019, it hardly had any idea of the movement that it was going to trigger in the country. Inadvertently setting off the Hallyu 2.0 (a term used to describe the emergence of Korean subculture) in the land, the music streaming app was itself taken aback by the reception that K-Pop enjoyed among the Indian masses.
Case in point, the Korean boy band, BTS, was the fifth-most streamed artist of 2020 and had the third-most streamed album on Spotify India. It also broke the record for having the most streams for any given song twice in a year.
The most favoured factors of the Hallyu wave have grown increasingly popular over 2020. Whether it's food, music, beauty regimes, or films, it seems that Korea has something for everybody.
While Spotify was surely stupefied, Hallyu was a long time in the making. The wave first gained momentum in 2012 when Psy’s horse-dance fervently spread among the masses as they tried to emulate his Gangnam style, spawning several thousand parodies in the process.
It really took off in India, however, when a Korean band named N-Sonic toured the country shortly after and later on, became a member of the judging panel of the annual K-pop India music festival.
Related article: Cheers K-pop fans! BTS Coming to India first on its next world tour?
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