Brands say hi to Hallyu as Squid Game tightens grip on India

The whispers started circulating months ago. A cryptic teaser here, a grainy behind-the-scenes shot there. The internet, that ever-churning engine of anticipation, was abuzz. Squid Game, the dystopian Korean drama that had taken the world by storm, was returning. For marketers in India, this wasn’t just news but a clarion call.

The first season’s explosive success had already laid bare the potent influence of Korean pop culture, or Hallyu, on Indian consumers, particularly the coveted youth cohort. With Season 2 dropping, the question wasn’t if the Korean Wave would continue its surge, but how brands could ride its crest—and more importantly, how they could translate that cultural resonance into tangible advertising success. According to reports, ad spends on campaigns tied to Squid Game and other K-content are expected to exceed ?500 crore, showcasing how brands are capitalizing on this cultural phenomenon.

This phenomenon is reflected in the numbers. While precise, India-specific financial data can be elusive, the trends are clear. Facebook Analytics previously reported over 15 million consumers of Korean cultural products in India. That figure is undoubtedly higher now, fuelled by the continued surge in interest. Language learning apps like Duolingo have witnessed a remarkable uptake in Korean language courses. At one point, Korean was the fourth most accessed language in India on the platform, registering a staggering 75% year-on-year growth. This isn’t just about passively consuming content; it’s about actively engaging with the culture, a crucial factor for marketers seeking authentic connections.

For marketers, this presents a significant opportunity. The return of Squid Game is not just the continuation of a story; it’s the continuation of a cultural movement—and a powerful advertising platform. Brands are increasingly leveraging this phenomenon through targeted marketing campaigns. They’re using social media to connect with K-culture enthusiasts, partnering with K-pop idols for endorsements, and even incorporating Korean cultural elements into their advertising. The goal is clear: to tap into the emotional connection that Indian youth have with Korean pop culture, translating that connection into measurable advertising impact.

The influence extends far beyond entertainment. K-pop, with its meticulously crafted idols and infectious melodies, has cultivated a devoted following. Groups like BTS and Blackpink, while enjoying global success, resonate strongly with Indian youth. Their social media presence in India is immense, with millions of followers and high engagement rates.

This translates into lucrative brand endorsements. It’s not uncommon to see K-pop idols endorsing everything from telecom services to fast food, leveraging their immense popularity to connect with a young, digitally savvy audience. This provides a clear blueprint for marketers: aligning with these cultural icons can deliver significant returns.

While exact numbers are as yet unforthcoming, the numbers are undeniable. Hashtags related to new releases, comebacks, or even birthday celebrations often trend in India, demonstrating active participation from Indian fans.

Then there’s the realm of beauty. Korean skincare, with its emphasis on natural ingredients and elaborate routines, has carved a significant niche in the Indian market. Mordor Intelligence projected the K-beauty industry in India to grow at a CAGR of 9.4% from 2021 to 2026. This isn’t about fleeting trends but a sustained shift in consumer preferences, opening up opportunities for targeted advertising campaigns that speak directly to these evolving desires.

Even the culinary landscape is experiencing the Korean influence. Korean cuisine, with its bold flavours and unique dishes like kimchi and bibimbap, is gaining traction in urban centres. Restaurants specialising in Korean food are popping up, and online food delivery platforms are catering to the growing demand. This presents another avenue for marketers: integrating Korean culinary elements into food and beverage advertising, or partnering with Korean restaurants for promotional tie-ins.

The challenge, however, lies in authenticity. Simply slapping a K-pop star on an advertisement isn’t enough. Consumers, particularly the discerning youth, can spot insincerity a mile away. What’s needed is a deeper understanding of the cultural nuances, a genuine appreciation for the content, and a commitment to creating campaigns that resonate authentically with the target audience. This requires careful research, cultural sensitivity, and a willingness to go beyond superficial connections.

The Korean Wave isn’t a fad; it’s a force. It’s a testament to the power of cultural exchange and the ability of compelling content to transcend geographical boundaries. For marketers in India, understanding and embracing this phenomenon isn’t only a smart strategy but also a necessity.

As Squid Game Season 2 unfolds, it will undoubtedly provide further insights into the evolving dynamics of this cultural phenomenon, offering valuable lessons for brands seeking to connect with the hearts and minds—and wallets—of Indian youth. The key is to see Squid Game not just as entertainment, but as a lens through which to understand and effectively engage with a rapidly evolving consumer landscape.