Bollywood to Hallyu-wood: Is India officially under the spell of Korean films?

Bollywood to Hallyu-wood: Is India officially under the spell of Korean films?

Move over, Hollywood—there's a new player in town, and it's speaking Korean. The allure of Korean entertainment, affectionately dubbed the Korean Wave or Hallyu, has been sweeping across the globe with the grace of a K-pop dance routine, and India is no exception.

Once dominated by Bollywood masala and Hollywood blockbusters, Indian cinema screens are now lighting up with the crisp visuals and compelling narratives of Korean films.

India's love affair with Korean entertainment didn't start overnight. It began with the subtle infiltration of K-dramas, with their addictive storylines and impeccable fashion sense, into Indian households.

Platforms like Netflix and Viki facilitated this cultural exchange, and soon, shows like 'Crash Landing on You' and 'Itaewon Class' became as common in Indian living rooms as the smell of evening chai.

K-pop, too, played a significant role. The synchrony of BTS, the infectious energy of BLACKPINK, and the charm of many other bands found legions of fans among Indian teenagers and young adults. Fan clubs proliferated, merchandise sold out, and before long, K-pop was no longer an exotic import but a local craze.

No discussion of the Korean wave is complete without mentioning the Covid-19 pandemic. The quarantine period greatly expanded the reach of Korean films among Indian audiences.

Cinematographer Ritika Singh, who graduated from LV Prasad College of Media Studies said, "Till a few years back, the only people who used to talk about Korean films were the ardent movie lovers. I think after Covid and rise of OTT, it gave people a space to explore very many genres and languages of films, Korean cinema being one of it."

Sanjeev Kumar Bijli, Executive Director of PVR Inox, highlighted the growing preference of Indian moviegoers for independent and foreign language films. "From captivating Japanese anime to captivating Korean dramas, we are dedicated to bringing diverse content to India, engaging audiences with unique storytelling experiences," he said.

The Leap to the Big Screen

As the demand for all things Korean escalated, it was only a matter of time before Korean films started gracing Indian cinemas. The Indian audience, always hungry for fresh content, found Korean films to be a delectable offering.

Ritika, who also happens to be a full-time cinephile, said, "It was actually pretty amazing to see the recognition that the Korean cinema was getting. It went from having zero/very few releases to people now waiting for Korean films to come out in theatres, going to watch and recommending others to watch it as well."

The storylines, often dark and intense, combined with top-notch cinematography and stellar acting, offered a refreshing change from the often formulaic approach of mainstream Indian cinema. Sanjeev Kumar Bijli said, "As the K-culture phenomenon grows in India, particularly among the youth, we are excited to support this community by making such content accessible in cinemas nationwide."

Two films marking this cultural crossover are 'Exhuma' and 'The Childe.' Their release in major Indian theatres not only testifies to the growing influence of Korean cinema but also signifies the changing tastes of Indian audiences.

However, they are not the pioneers in this trend. Films like 'Parasite' and 'Train to Busan' paved the way, introducing Korean cinema to the global stage, including India. Tanisha, an avid Korean film watcher says, "The first Korean movie that I ever watched was 'Train to Busan', which emerged as a big hit. And then we got Bong Joon-ho's Oscar-winning 'Parasite'."

Tanisha further remembered, "When 'Parasite' won at the Oscars, there wasn't a single person in my group who did not watch it. It almost became the new trend, much like 'Squid Game'."

So, what exactly makes Korean films so appealing to Indian audiences? The reasons are manifold.

Korean filmmakers are maestros of storytelling. Their ability to weave complex narratives with rich character development and unexpected twists keeps viewers hooked. Aparna Pillai, a primary school teacher, says, "Korean films are different. They are different from your everyday Bollywood and Hollywood films. If you take 'The Childe' for example, then it had major Patrick Bateman vibes but with the energy of a Bollywood film."

Despite the geographical distance, there are surprising cultural parallels between Korea and India—family values, societal pressures, and the pursuit of dreams against all odds.

These shared themes create a sense of familiarity and connection. Vileshranjith, who recently watched 'Exhuma' in the theatres, said, "These films deal with a lot of themes. They are not just limited to action or romance."

Sanjeev then mentioned Celine Song's Oscar nominated film 'Past Lives' and said, "We have introduced highly acclaimed Korean films like 'Past Lives' and 'Parasite.' The bilingual film 'Past Lives' had an excellent run and even received an Oscar nomination."

The technical excellence of Korean films—stunning cinematography, meticulous set designs, and impeccable soundtracks—adds a layer of sophistication that Indian audiences appreciate.

Korean cinema often explores themes and genres that are under-represented in Indian films. Whether it's the intense psychological thrillers or the poignant coming-of-age stories, they bring a fresh perspective that's eagerly welcomed by Indian viewers.

The Road Ahead

The success of films like 'Exhuma' and 'The Childe' in India is just the beginning. With streaming platforms continuing to promote Korean content and the ever-growing fan base of Korean entertainment, we can expect to see more Korean films in Indian theatres.

Sanjeev Bijli then shed light on how the Korean film scene is developing in India. "Korean films are currently enjoying significant success at the box office, with a 40 per cent reach, high occupancy rates, and strong audience numbers," he said.

When asked about how the growing popularity of Korean films or shows came into being, Ritiika Singh, cinematographer, said, "I think after Covid and the rise of OTT, it gave people a space to explore very many genres and languages of films, Korean cinema being one of it."

This cultural exchange enriches both the Indian and Korean film industries, fostering a global cinematic community that transcends borders and languages.

In conclusion, the Korean Wave is not just a fleeting trend; it's a full-blown tsunami that's reshaping the Indian film scene. So, grab your popcorn and your subtitles—Korean cinema is here to stay, and it's going to be one thrilling ride.