Is our youth's fascination with South Korean culture breaking boundaries? Are OTT platforms subtly influencing our choices without us realising it? And is this shaping everything from our food and fashion preferences to our thoughts? A group of researchers believes so.

From Kerala to Korea: A cultural shift
Take the case of a Class 8 student from Kerala. She is always in a hoodie, never seen without a mask, and rarely steps outside her room. Her studies have taken a backseat as she spends most of her time glued to her phone. When taken for counselling, she revealed her dream: "I want to go to Korea, and I am learning Korean online."

The consequences of this lifestyle are not just social but physical. Lacking sunlight exposure, she developed a severe Vitamin D deficiency and is now undergoing treatment.
This girl represents numerous teenagers who confine themselves indoors instead of playing outdoors. Many begin watching Korean dramas through stories shared by friends. But once they start, it’s hard to stop.

Why this fascination?
The immense popularity of Korean dramas lies in their engaging storytelling and unique narration style. While Korean dramas have been around since the 1960s, they gained traction with the advent of colour television in the 1980s and 1990s.

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Their format—seasons with 12 to 24 episodes, each averaging an hour—keeps audiences hooked. Remarkably, these episodes are often shot dynamically, with the screenplay adjusted based on audience feedback. In some cases, scripts are finalised just hours before filming. Production houses behind these dramas boast vast, well-equipped sets.

When the algorithm plays tricks
OTT platforms have played a pivotal role in popularising global content, including Korean dramas. However, their influence is not as innocent as it seems. Increasingly, these platforms dictate what viewers consume, subtly steering choices through recommendation algorithms.

A study among 1,000 students aged 18 to 22 in Kerala and Karnataka highlights this phenomenon. Researchers—Biju Kunnupurath (Christ University), Sandeep Kumar (Barkatullah University), Vishnu Achutha Menon (Institute for Educational and Development Studies), Ashwathi Prasad (Chinmaya Vishwavidyapeeth), and Meera Ramanath (P.K. Das Institute of Medical Sciences)—found a recurring pattern: after watching one series, viewers are flooded with recommendations for similar shows.

"The algorithm employed by major OTT platforms has significantly increased the consumption of Korean media among Indian audiences," says Vishnu Achutha Menon. "By leveraging consumer data and preferences, these platforms suggest new series aligned with viewers' interests, expanding the audience base and fostering cultural affinity. The likelihood of embracing a new culture, especially when presented so beautifully, is considerably higher."

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The numbers speak
Why do people like Korean dramas? Among 472 students surveyed in Kerala, 40.9% said it was due to "the content and storytelling." About 30.7% appreciated the visuals, while 16.7% were introduced to Korean series through social media. Another 25% started watching based on recommendations from friends.

Of the 61% who watch Korean dramas, 16.1% view them daily, and 61% spend at least two hours on them daily. Among respondents, 46.2% use smartphones to access Korean dramas, anime, pop bands, and video games.
Genres like romance (51.1%), mystery (40.5%), fantasy (39.4%), adventure (36.2%), thrillers (40.3%), comedy (42.6%), action (32.4%), and horror (29.7%) dominate preferences.

The changing food culture
Food and soju (a Korean liquor) hold special significance in Korean dramas. Food isn’t just presented as a dish but as an art form, where visual appeal is as important as taste.
"Korean series take food to another level," observes Vishnu. "Dishes like ramen noodles, hotpot, and gochujang (Korean chili sauce) have become integral to our culinary landscape. Names like kimchi, tofu, bibimbap, and soju are now as popular among youth as traditional indigenous cuisine."

Fashion @ Korea
Korean "glass skin" has become a major trend on social media, and Korean fashion now dominates college campuses. While Western and Korean fashion trends may seem similar, their styling differs significantly.
For example, Western fashion often pairs crop tops with mini-skirts, while Korean fashion balances mini-skirts with modest tops. Loose-fitting hoodies, shirts, and baggy trousers are popular choices, offering a trendy yet comfortable vibe.
Korean fashion blends Western and Asian aesthetics, embracing gender-neutral and unisex clothing, making it versatile and cost-effective.

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Not everything is real
Are the scenes in Korean dramas a reflection of real life? According to Korean vloggers, not quite. For instance, the emotional man shedding tears in public is more a construct of dramas than reality. However, this doesn’t mean Korean men embody the stereotype of alpha males either.
While Korean dramas mirror some real-life elements, they remain largely rooted in fantasy, designed for audiences who enjoy imaginative storytelling. This sentiment is echoed by numerous vloggers, highlighting the distinction between reel and real life.

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