Nineteen-year-olds Abby, Saloni and Darshini’s eyes lit up as they swayed to the catchy tunes of Okay-pop numbers at the Express Avenue Mall, final week. Not simply Okay-pop, Korean tradition, cosmetics and wonder merchandise have additionally struck a chord with the Indian viewers whose resonances are being felt deeply. But what fuels this ardour? Speaking about K-culture, Saloni mentioned, “Korea is an emotion, Korean meals is scrumptious and Okay-Pop bands like BTS preach ‘self-love’ which is motivating and uplifting, creating a powerful bond.” 

Held from November 17 to twenty, the Korea Fair in India 2022 (KFI) was all about pulsating Okay-pop music, delicious Korean meals, stalls displaying Korean magnificence and wellness merchandise, info desks and different shopper merchandise. Large crowds swarmed the occasion organised by Korea Trade Investment Promotion Agency (KOTRA), in affiliation with Consulate General of the Republic of Korea in Chennai. The theme of the truthful was Korean wave: Made in Korea, Loved in India. 

More than 20 B2B cubicles showcased Okay-consumer merchandise starting from meals, cosmetics, jewelry, posters, electronics, wellness merchandise along with a number of video games stalls. The public was additionally inspired to take part and win prizes within the video games, quizzes and roulettes. The big selection of meals and pores and skin merchandise had been additionally up for tasting and testing.

Kamaleshan F, deputy supervisor, KOTRA mentioned, “The Korea Fair was aimed at enhancing enterprise for the upcoming importers and to encourage different Korean importers. The occasion registered a footfall of eight lakh individuals on the second day and six-and-a-half lakh individuals on the third day. Parking alone generated ₹4 crores.”

Fourteen-year-old Anayra was there at the occasion along with her mom Tarana. “I’m going to go to Korea in my summer season holidays subsequent 12 months. It is my dream vacation spot. “ 

The teenager’s mom couldn’t assist however gush about her daughter’s love for Korean ramen, bibimbap, kimbap and kimchi. “She responds to telephone calls with a Korean salutation, and has even learnt to cook dinner Korean meals from YouTube,” she added.

An all-girls dance group LDC inaugurated the occasion with an influence packed dance efficiency. The women grooved to well-liked Okay-pop songs which left the viewers hooting, cheering and breaking into intermittent jigs. Shruti, Riya, Ananya, Aradhana, Anjali got here collectively at a flash mob that occurred at the Express Avenue mall in 2017. Riya mentioned, ‘’A Okay-pop contest is carried out in India yearly. That’s how LDC was fashioned. We went to Delhi to symbolize Chennai at the competition.” 

“The power of Okay-pop comes from the idols themselves and their ardour to bop. It evokes us to bop and dream. In the West individuals connect with lyrics, however Okay-pop idols are interactive so we really feel nearer to them,” mentioned Shruti.  

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