The popularity of K-POP in north east India: case on the increasing fame of BTS between 14-29 age group

Abstract

Hallyu Wave or Korean Wave in North East India began in the late 1990s pirated CDs, DVDs, and the Korean TV channel in Manipur due the Revolutionary People’s Front ordered a ban on Hindi films and TV channels. The popularity of the Hallyu Wave has been present in the North East ever since due to many physical and cultural similarities. Today, due to the popularity of BTS, a seven-member boy group from South Korea who are the biggest boy group in the world have immensely popularized K-POP to the youth.

Due to limited studies on K-POP in North East India, this study focuses on the popularity of BTS from the ages of 14-29 years and analyses the factors of K-POP popularity in the region. Firstly, the Factors of Consumer Behavior and Cultural Diamond model are used as the framework for this study. Secondly, for the methodology, the selected sample size of this study is 320 respondents who are K-POP fans on social media platforms, questionnaires, in-depth interviews, online observation, and comment analysis. Using these methodologies, the study highlights the reason behind K-POP popularity because of psychological factors when compared with social and cultural factors. In case of BTS popularity in the region it is through their music and lyrics which has made them ‘relatable’ to the young fans.

Since India is one of the last countries to consume Hallyu and is still learning and exploring more about Korean culture. Although K-POP is the most popular component other components such as K-Food, K-Beauty, K-Fashion are also gaining a lot of attention in the North East as well as in India.