Zee English cluster has announced to join hands with Korean Culture Centre India, considering the growing demands of Korean fans in India.
Zee English cluster showcases American, Australian, British, and Korean entertainment shows. With this partnership, they aim to strengthen the relationship between Indian culture and Korean culture.
The union would make the Korean Culture Centre introduce Korean content that is top-rated, globally demanding to all viewers of India across Zee Café, &Flix, and &PrivéHD.
‘Hallyu’ literally, Korean waves or K-waves, is the new trend engulfing every field from pop culture to music, cuisine, movies, games, and TV dramas in today’s world.
The coinage of the term Hallyuwood very well describes the status of popularity and success enjoyed by the Korean motion industry picture industry.
Emerging as the third pillar of the global motion picture industry, Korea has its fans in every part of the world.
The spirit of K-waves presented in K-pop, K-beauty, K-dramas, and K-movies create fan forces for Korean content, especially in India.
Bong Joon-Ho, the Korean Filmmaker and Golden Globe awardee, stated that overcoming the barriers of subtitles would open people to amazing films.
A report suggests the influence of K-waves in India by noticing the spike in the Korean language learners in 2020 compared to the previous year.
An increase of 2.5x Korean language learners in India is due to the popularity and influence of Korean storylines that are highly related and emotional that grip the attention of the viewers.
There requires a lot of thought and action to attain the mutual growth of the two cultures. The words of Hwang Il-yong, Director of Korean Culture Centre India, rightfully states that any meaningful product cannot come out all of a sudden or by luck.
Challenge events and contests are methods that introduce Korean culture to Indian soil. Indian friends can regenerate their own culture by collaborating with Korean culture.
This kind of partnership encourages glocalisations. Indians localize and reproduce Korean culture in various fields like pop culture, fashion, beauty as a part of this glocalised process.
Zee Café would continue to publish K-dramas like ‘Descendants of the Sun’, Boys over Flowers’, ‘Bread, Love and Dreams’, etc… for its Indian lovers.
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