This paper explores the growing influence of Korean popular culture, particularly known as Hallyu, in India and its impact on the Indian society. The concept of soft power emphasizes the ability to influence behaviour without coercion, as defined by Joseph S. Nye Jr, is used as a framework to understand how Korea has become a significant soft power player, particularly in the realm of popular culture. 

The influence of Korean culture has steadily gained traction worldwide, particularly leaving a substantial imprint on the Indian subcontinent. The embrace of various facets of Korean culture by Indian youth, spanning from K-Pop music and K-dramas to K-food and K-fashion, has prompted inquiries into its impact on Indian society and potential effects on local culture. A 2021 survey by the Korea Foundation indicates a notable increase in global Hallyu fans' consumption of Korean cultural content, rising from 21.5% to 27.4% in 2020-21. The "2022 Global Hallyu Status" report further reveals that Indian fans accounted for 37% of Hallyu content consumption, with Korean beauty content leading in popularity, followed by K-dramas, fashion, and variety shows.

In 2023, the Korean Embassy in India added a unique cultural touch by sharing a video featuring their ambassador and staff dancing to the award-winning Indian film song "Natu Natu" from the movie RRR at the 95th Academy Awards. The video garnered significant attention on various social media platforms, highlighting the importance of fostering cosmopolitan exchange and robust bonds between the cultural soft powers of India and Korea.

Recent developments underscore the deepening cultural ties between India and Korea, with Kerala-based singer Aria making her debut as a vocalist for the K-Pop group X: IN on April 11, 2023, marking the emergence of the second K-Pop star from India. Furthermore, Telugu superstar Allu Arjun's collaboration with K-pop group TRI.BE for Armaan Malik's track 'Memu Aagamu' in 2022 exemplifies the cultural exchange facilitated through social networking sites (SNS). These instances underscore the pivotal role of popular culture in fostering meaningful intercultural interactions.

This paper delves into the profound impact of Korean popular culture on Indian society, contributing to a nuanced understanding of cultural globalization dynamics in the 21st century.

Key words: Resonance, Popular culture, soft power, Hallyu, India, Korea, Intercultural, globalization