International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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The Influence of the Korean Wave on the Purchasing Behavior among North Eastern Indian Youth

Author(s) Ms. Sylvia Rajkumari, Ms. Anitha Mary Mathew
Country India
Abstract The Korean Wave (Hallyu), encompassing K-Dramas, K-Pop, K-Food, beauty products, and innovative packaging, has gained significant global popularity, profoundly influencing consumer behavior. This study explores how the Korean Wave impacts the purchasing behavior of North Eastern Indian youth, aged 18–30, with a focus on cultural resonance, celebrity endorsements, and product appeal. Using a qualitative research approach, semi-structured interviews were conducted with 19 participants to gather insights into their experiences with Korean media and products. Thematic analysis was employed to identify recurring patterns, revealing key themes such as Cultural Influence, Celebrity Endorsements, Product Aesthetics, and Social Media Impact. Findings highlight that Korean cultural content which fosters emotional connections, driving preferences for Korean food, beauty products, and merchandise. Participants noted the role of celebrity endorsements in influencing their decisions, as well as the appeal of aesthetically pleasing and high-quality products. The study underscores the significance of cultural phenomena in shaping consumer behavior and offers valuable implications for marketers seeking to leverage Hallyu to engage Indian youth. Future research could examine the long-term impact of the Korean Wave and its comparison with other cultural trends.
Keywords Korean Wave, consumer behavior, cultural influence, celebrity endorsements, North Eastern India
Field Sociology > Philosophy / Psychology / Religion
Published In Volume 7, Issue 3, May-June 2025
Published On 2025-05-16
DOI https://doi.org/10.36948/ijfmr.2025.v07i03.44882
Short DOI https://doi.org/g9kfvs
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