How Delhi is Embracing Korean Culture as K-Pop, Skincare and Food Redefine the City

In the bustling streets of Delhi, from the trendy cafes of Majnu Ka Tila to the beauty parlours of Humayunpur, Korean culture has woven itself into the fabric of the capital's youth lifestyle. What began as a fascination with K-pop and K-dramas has blossomed into a comprehensive embrace of everything Korean: beauty routines, language classes, authentic cuisine, and even traditional arts.

The transformation is remarkable. Walk through any metropolitan mall in Delhi today, and you'll spot youngsters sporting Korean-inspired fashion, queuing at Korean restaurants, or browsing through shelves of K-beauty products. This isn't merely a fleeting trend; it represents a deep cultural shift that's reshaping how Delhi's youth engage with global culture.

The growing popularity of K-beauty in India is closely linked to the wider Hallyu movement—the Korean wave. Netflix recorded a 370% year-on-year surge in viewership of Korean dramas in India, while the country ranked among the world’s top five for K-pop streaming in 2023. India is also one of the five largest global markets for Korean learners on Duolingo. According to report by Datum Intelligence, half of Indian consumers cite Korean culture—whether through dramas, music, or entertainment—as their main motivation for exploring K-beauty products.

The Beauty Revolution

At the forefront of this Korean wave is the beauty industry. Reshbha Munjal, founder of KorinMi Clinic, witnessed this transformation firsthand. "KorinMi was inspired by the sustained use of Korean skincare products by people, indicating it was more than a fleeting trend," she explains. The clinic, which launched in October 2024, caters to customers seeking the coveted "glass skin" look popularised by K-pop and K-drama stars.

According to a report by Datum Intelligence, India’s K-beauty market is expanding rapidly, from around USD 0.4 billion in 2024 to a projected USD 1.5 billion by 2030, reflecting a 25.9 percent CAGR and growing consumer adoption.

"We observed a significant rise in awareness month-on-month," Munjal notes, attributing this growth to two primary factors: "the aspiration for 'glass skin' seen on K-pop and K-drama stars, and the superior quality of Korean skincare products, which are 40-50 years ahead in terms of technology and ingredients compared to Indian brands."

The demographic embracing Korean beauty is surprisingly diverse. Delhi now hosts numerous K-beauty stores offering everything from face masks to Korean skincare essentials, with customers ranging from teenagers to professionals in their fifties. Notably, 35% of KorinMi's customers are men, highlighting that skincare is increasingly seen as a unisex concept rather than exclusively a women's trend.

What sets Korean beauty apart in Delhi's competitive market is its focus on Indian skin requirements. "KorinMi differentiates itself by developing Korean products specifically for Indian skin and climate, unlike other Korean brands that simply import products sold in Korea," Munjal emphasises. This localised approach has proven crucial for building trust amongst Indian consumers.

Culinary Adventures

The Korean food scene in Delhi has exploded beyond recognition. Ramyun ZIP, a newly opened Korean convenience store in Delhi is all the rage now. It offers a unique DIY Korean food experience where customers can choose from various Korean ramen varieties, pick toppings, and cook their own meals in a K-drama-style setting. The concept, inspired by Korean convenience stores, has struck a chord with Delhi's youth who want authentic experiences rather than just authentic food.

At Ramyun ZIP in Greater Kailash 2, customer Chirag, a 20-year-old university student, shares his experience: "K-culture has been majorly getting fame because of the rise in fame of K-Dramas, K-Pop and skincare and fashion industry. People usually prefer eating Korean food as being health conscious and it serves the exact demands of them. I personally love it cause of its rich taste , spiciness and vivid varieties even with convenience store items."

An employee at the store observes the changing palate of Delhi customers: "When we opened, most customers were hesitant about spice levels and unfamiliar ingredients. Now, they come asking for authentic gochujang and knowing exactly which ramyeon brand they prefer. The education level about Korean food has increased dramatically."

Regular customer Arjun Mehta, a 28-year-old IT professional who works in the Savitri Cinema complex itself where the cafe is located, adds: "I started coming here after watching a K-Drama. Coming here straight from the office with colleagues makes me feel like I'm here straight out of a drama. Now I sometimes cook Korean food at home too."

Indian consumers’ appetite for Korean food is growing at breakneck speed. The packaged Korean food market expanded from ₹220 crore (~USD 26 million) in 2020 to nearly ₹880 crore (~USD 106 million) by the end of 2024—a compound annual growth rate of about 41 percent. On e-commerce platforms, Korean grocery sales rose 400 percent between 2021 and 2023, with Nykaa Superstore alone reporting a 270 percent year-on-year jump in categories such as ramen, kimchi, and gochujang. Swiggy data from July 2025 shows a 50 percent increase in Korean food orders compared with the previous year, with Gen Z accounting for over a quarter of the demand and rapid growth penetrating non-metro cities.

The employee reveals, "We've done tremendous in sales. On some weekends we have so much rush that we are thinking of how to expand from this 10 seater place to something more."

Beyond ramyeon, Delhi's Korean culinary landscape includes everything from traditional BBQ restaurants to modern Korean-fusion cafés. Establishments like Gangnam Korean Restaurant, Gung The Palace, Kori’s, the eatery at Korean Cultural Center and many more across the capital, offer authentic Korean cuisine with traditional decor, staying true to traditional Korean cooking methods.

Cultural Communities and Events

The heartbeat of Delhi's Korean culture movement lies in its passionate fan communities. The Korean Culture India Fan Club, established in 2015, has been instrumental in nurturing this cultural exchange. As one of the founding members Prerna explains, "We started Korean Culture India back in 2015. At the time, there wasn't much happening in terms of Korean culture being represented properly in India, so a few of us who were genuinely interested just took the initiative."

While there is no precise data for the revenue being generated by the events relating to the Korean culture in India, the evolution of the above-mentioned event reflects the broader growth of Korean culture in India. During the 2020 pandemic, they launched Hallyuism, a content platform that became "a place where fans could connect and create together." The platform offered freelancing opportunities, allowing fans to stay active by writing or creating content about Korean culture even during lockdowns.

The events they organise reveal the depth of engagement amongst Delhi's Korean culture enthusiasts. "K-Pop Contest... It's got three stages—online, regional, and then finals. People perform solo, in duets, or full-on groups, doing vocals, rap, dance—whatever they're good at. And the talent? Some of it's crazy good. You see people who've clearly been practicing for months."

K-pop isn’t just streaming, it’s live and local. Festivals and cultural events across Delhi attract thousands of enthusiastic fans, with contests and fan gatherings often filling auditoriums to capacity. As the organiser explains, “These festivals are packed. Like, literally packed. You’ll see performances—taekwondo, samulnori, dance covers, sometimes comedy too. But also, food stalls everywhere. People queue for albums, snacks, merch—sometimes you’re just standing in line chatting with strangers who are into the same stuff.” This testimony echoes industry observers’ estimates that Delhi’s large K-pop contests and festivals now draw audiences in the thousands, making them comparable in attendance to some of the capital’s largest student cultural festivals.

Beyond Entertainment: Lifestyle Integration

What makes Delhi's Korean wave particularly fascinating is how it's transcended entertainment to influence lifestyle choices. BeautyTalk, a Korean beauty retailer operating in Delhi since 2014, has observed this evolution closely. Their representative notes, "Culture serves as the framework for content, which in turn becomes a pathway to products and services. Our customers typically engage with Korean dramas, films, and music, sparking interest in the products used by Korean stars."

The pandemic paradoxically accelerated this trend. "As people spent more time consuming content at home, interest in Korean entertainment and products surged dramatically," they observe. This shift created a generation of consumers who approach Korean culture holistically—not just as entertainment, but as a lifestyle choice.

Language learning has emerged as a significant component of this cultural adoption. The Korean Culture India community notes, "A lot of people are also learning the Korean language now. Not just for fun, but because they really want to understand the culture better. You can find classes almost everywhere these days."

In Delhi alone, University of Delhi’s School of Open Learning enrolled 560 students in its new Korean-language course this year. Nationwide, Korean language learning exploded around 75 percent year-on-year, with over 2,300 students enrolling by 2022.

The Demographics of Change

The primary demographic driving Delhi's Korean wave consists of Gen Z and young millennials, with a particular concentration amongst women aged 18-30. However, the appeal is broadening. "It's mostly Gen Z and young adults who are into all this. They really vibe with the beauty stuff and even the food.”

This cultural adoption isn't superficial. As community organisers observe, "What's really interesting though is how this isn't just a passing phase. A lot of young people are actually getting curious about Korean history and traditions too. Like, beyond the shows and music—they want to know how Korean culture works, what people value, the customs, the deeper stuff."

Building this cultural community hasn't been without challenges. The Korean Culture India team acknowledges, "One big issue is just money. Like, most fans are students or pretty young and don't really have the budget for big concerts or anything super flashy."

Their solution has been to focus on accessibility: "So what we've been doing is keeping things small. More local stuff. Fan meets, little events, things that don't cost a ton but still let people come together and enjoy the vibe." This grassroots approach has fostered genuine community building rather than commercialised cultural consumption.

Delhi's Korean wave represents more than cultural adoption; it reflects a generation's desire for authentic global connections. From the meticulous skincare routines inspired by Korean beauty standards to the communal experience of sharing Korean comfort food, this cultural movement has created spaces for genuine cross-cultural understanding.