Aizawl, 7th November,2024: K-pop or you can call it by Korean pop which has engulfed the whole world with it’s amazing powerful vibe of singing rapping and dancing all at the same time before hallyu wave came to India it touched Mizoram in 2008 and this wave kind of influenced Mizoram in every aspect whether it’s fashion , food or lifestyle from ramen to convience store. Stepping into Aizawl today is like stepping into any South Korean town. Youngsters, wearing bucket hats and spring dresses, look like they’ve came out from the latest Korean fashion catalogues and Kdrama. They discuss Korean TV shows and movies, and Korean pop music (K-pop) bands such as Bangtan Boys (BTS) and iKon. “International mainstream media mainly focuses on people with white skin, light hair, and light eyes…people who don’t look like us basically a white person. Even in Indian mainstream media, we struggled to find movie stars and musical artistes who we could relate to, visually. Korean television and K-pop changed that. Mizo teens now know that there’s a bright future for people with pan-Asian features in the world of entertainment,” says Aizawl-based poet and blogger, Jacqueline Zote.
Korean Dramas and music with 66.7% and 76.7% respectively, seem to be the major factors that brought the Korean Wave to students and professionals of Hyderabad. Word of mouth communication through friends and family stands second with 36.7% and YouTube suggestions stand third with 25%. Korean movies and skin care are tied at 18.3%, followed by Anime and fashion with 11.7% and 10% respectively. The other factors include Twitter, Tourism which are a minority
K-pop has been the biggest source of this spread of Hallyu culture and if we speak K-pop especially BTS boyband has to be given the credit, their explosion in west has helped them to reach to India also with them the wave travelled with the big hit song “DYNAMITE”
Dynamite got 100 million views in 24 hours which was a breakthrough in India, and this paved the way for K-pop and Kwave in India but if we see the effect, it has also had in the cosmetic market due to high beauty standard in Korea the beauty market has variety of cosmetics and skincare which gain popularity worldwide and this popularity has been seen in cosmetics exported to the world from South Korea
This also impacted Indian cosmetic market in the genre of skincare, People started to understand the importance of skincare products like serum, mask sheet, nose patches etc. In Mizoram Social similarity and connectedness refer to the belongingness and relationship with someone or the state of having a close or familiar relationship. Social connectedness is the ability to interact with others which distinguishes e commerce consumers from social commerce users and in Mizoram this has been fondly accepted despite some substantial contrasts between Korean and Mizo cultures, there is a strong desire to propagate Korean culture through the media in Mizoram, owing to the volume of Korean media consumption. Almost every home in Mizoram embraces, regardless of their economic position, level of education, occupation, religion, or ethnic origin n the past few years, resellers of Korean beauty products have started emerging in Mizoram with most of the resellers making use of social media platforms like Facebook and Instagram to sell the products. In Aizawl, there are around 35+ resellers with almost every reseller having over 500 followers on social media. They offer over 30 different Korean skincare brands for their customers to choose from with different products like sunscreen, face cream, face wash, serum, ace masks, lip tint, water gloss, toner, cleansing balm, eye cream, skin refiner, gel cream, night cream, cleanser, essence, vitamin E drop etc
Comments
Post a Comment