Published Paper Details:

The Korean Wave, also known as Hallyu, has gained tremendous popularity in various parts of the world, including India. The study examines the effects of the Korean Wave, or 'Hallyu,' on the younger generation in India, focusing on K-pop, K-dramas, and K-beauty. The Korean Wave has not only contributed significantly to South Korea's economy but has also helped bridge the gap between South Korea and the rest of the world. The study will employ a quantitative data collection approach using Google Forms to evaluate the contemporary status of the Korean Wave and investigate its impact on the youth, both positive and negative. Specifically, the research seeks to determine how the Korean Wave has influenced the behavior and interests of the younger generation, including their fascination with Korean culture, learning the Korean language, and addiction to Korean music and TV shows. Overall, the research aims to provide insights into the role of the Korean Wave in shaping the attitudes and behavior of the youth in India.