Korean Studies JNU

K-Pop in India: South Korean cultural wave hits Indian millennials

K-Pop in India: South Korean cultural wave hits Indian millennials

May 31, 2021

When Spotify, one of the most popular music streaming services in the world, launched in India in 2019, almost a decade after its global launch, Owen Smith, director of product growth, was amazed. “My number one surprise was how big K-pop is in India,” Smith said. But K-pop h...

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