This weekend marks a thrilling occasion for K-pop enthusiasts like Kounain Fathima, fondly known as Kushi, and her circle of friends. The group is preparing for an exhilarating journey to Bengaluru for their first live encounter with the vibrant world of K-pop at the much-anticipated K-Wave Festival. “I am really excited to see my favorite musicians perform,” beams the 20-year-old Chennai native, her enthusiasm mirroring the sentiments of countless fans across the nation.
The year 2024 has proven to be a landmark in the chapter of Hallyu, or the Korean wave, in India, particularly with the music domain being at the forefront. South Korean Indie-rock ensemble The Rose and the Korean-American vocalist Eric Nam inaugurated the year with electrifying performances at Lollapalooza in Mumbai. However, the musical journey does not halt there. A remarkable series of performances are poised to dazzle audiences across the nation. This very weekend, K-pop aficionados have their eyes set on the K-Wave festival slated for October 18 and 20 in Mumbai and Bengaluru, respectively. The excitement peaked with the September announcement of performances by EXO’s charismatic leader Suho and the dynamic Hyolyn. Additionally, the K-Town festival, scheduled for December 14 in Mumbai, promises a spectacular showcase featuring four headline acts: EXO members Chen and Xiumin, the versatile B.I (Kim Hanbin), and GOT7’s charming Bambam. Not to be overlooked, the Cherry Blossom festival in Shillong will play host to SuperM’s Lucas, marking yet another highlight in the festive lineup.
Reflecting on the evolution of K-pop in India, long-standing fans are reveling in the prospect of witnessing such high-caliber artistes perform live. One pivotal figure in this journey is Nikita Engheepi, co-founder of Pink Box Entertainment. Tasked with coordinating artists for the K-Wave festival, Nikita nostalgically recalls the early days of their venture nearly a decade ago when the landscape looked vastly different. “Our goal when we started was to create more buzz around K-pop, spotlight more artists, and attract more event organizers to recognize India’s potential as a market for K-pop. Seeing how 2024 is shaping up, it feels gratifying to see our vision turning into reality,” she shares.
A pioneer in the Indian K-pop concert realm, Nikita was pivotal in bringing the singer Dabit to India back in 2015, followed by K-pop groups M.O.N.T and K.A.R.D at the Hornbill Festival in Nagaland during 2018 and 2019. “Creating a market means you don’t start with the biggest names. Things are getting easier now, with agencies and artists acknowledging the market here.
. We’re collaborating with SM Entertainment to bring Suho, which signifies that major companies are now focusing on India as a burgeoning hub for K-pop,” she remarks.
The excitement surrounding the event is palpable, as highlighted by Anmol Kukreja, founder and CEO of Skillbox, the driving force behind the K-Wave festival across two cities. “The festival’s allure is not solely about the music but also about offering authentic Korean experiences, including food, desserts, mocktail stations, and hands-on workshops,” Anmol explains. Last year’s festival in Bengaluru drew a crowd of approximately 2,000 attendees, and this year, they expect the numbers to double.
A testament to India’s rising K-pop fanbase was the fervor observed during Jackson Wang’s performance at the 2023 Lollapalooza India. Known as a member of GOT7, Jackson was greeted by throngs of fans eager to catch a glimpse of him at the Mumbai airport. Fans queued hours in advance for prime spots near the barricades, exchanging photocards and posters in the process. “India’s streaming might is well acknowledged, but translating that into concert attendance is another challenge. We didn’t have concrete evidence until Jackson Wang’s visit, and it underscored the post-pandemic K-pop surge,” observes Riddhi Chakraborty, CEO of Bridge Asia, a creative media agency committed to boosting the presence of K-pop stars in India.
For Riddhi, attending K-pop concerts has always embodied a sense of community. “There’s something distinctive about the K-pop fandom; friendships are often forged through shared admiration for the artists. Indian fans have eagerly shown up regardless of the artists’ fame, deeply appreciative of these performers coming to India,” she interprets.
Riddhi notes that while artists have previously visited India, the current influx of A-list stars is unsurprising given the audience’s remarkable growth. “The audience has matured, and older fans, along with younger ones, are willing to invest in concert experiences. Even parents are more aware and supportive of K-pop,” she adds.
Traditionally, Indian fans would fly to nearby countries to witness their cherished K-pop acts. However, with this promising lineup, fans from Bangladesh, Thailand, Dubai, and beyond are buying tickets for events like the December K-Town 2.0 festival in Mumbai. “Our inaugural edition in February saw attendees from as far away as Japan. We anticipated about 1,000 participants, and to our surprise, nearly 2,500 attended,” notes Shital Sikarwar, founder and CEO of TANI events.
Previously focused on bootcamps and workshops, Shital’s
team organized the initial festival edition with some trepidation regarding turnout. “The response was overwhelming, and we anticipate triple the attendees for the forthcoming edition,” she declares. In addition to prominent music artists, Shital highlights experience zones featuring photo booths and Korean delicacies as integral parts of the festival.
With the promising 2024 lineup of Korean performers, the scene is set for even bigger developments in the coming years. Shital echoes this optimism, stating, “Planning is underway for more grand events, featuring renowned artists across multiple cities. We are thrilled about what’s on the horizon.”
