Affiliations:
1Faculty of Tourism and Rural Development, Josip Juraj Strossmayer University, Osijek, Croatia
2ITS School of Management, Premier Management Institute, Ghaziabad, India
3Studies and Postgraduate Research Centre, The University of Wales Trinity Saint David, Carmarthen, UK
This study examines the rise of Hallyu in India by exploring the links between digitalization, cultural products, and audience psychology. Using a qualitative approach, it investigates how beliefs, values, emotions, and motivations influence audience behavior, particularly during the pandemic when OTT platforms accelerated access to Korean dramas. The research applies three theoretical frameworks to explain the remarkable acceptance of Hallyu in India and proposes the “Culture Prism Integration Theory,” which integrates macro-level, micro-level, and mediating factors to show their combined impact on psychology, business, and the economy. The findings reveal that Hallyu in India has shifted from the margins to the mainstream, carrying significant social and commercial implications and contributing to the development of a cultural marketization framework that reflects behavioral change.
Korean content, OTT platforms, Audience behavior, Cultural marketization, Hallyu
https://doi.org/10.21833/ijaas.2025.10.009
Andrlić, B., Agarwal, R. N., & Ariwa, E. (2025). Digitalization of Hallyu in the Indian market: From periphery to center. International Journal of Advanced and Applied Sciences, 12(10), 73–80. https://doi.org/10.21833/ijaas.2025.10.009