The Korean wave is no longer confined to binge-worthy dramas or K-pop concerts. It has quietly become one of India's fastest-growing consumer trends, prompting startups and large consumer brands to reshape their offerings around Korean beauty, food and fashion.

Led by Gen Z and Gen Alpha consumers, startups such as Nykaa-backed Maccaron, Pilgrim and Quench Botanics are expanding their Korean product portfolios, while quick commerce platforms are dedicating shelf space to Korean food. Legacy companies including Reliance Retail, Nestlé, ITC, Hindustan Unilever and McDonald's are also rolling out Korean-inspired products to tap into the growing demand.

According to a recent Jefferies report, what started as an entertainment trend has evolved into a commercial opportunity spanning multiple consumer categories.

Beauty leads the Korean boom

Beauty has emerged as the biggest beneficiary of the Korean wave. India's beauty and personal care market, estimated at around $24 billion in 2024, is expected to grow to approximately $45 billion by 2030. Within this, K Beauty, currently a $400 million segment accounting for about 2% of the overall market, is projected to be the fastest-growing category, expanding at a 26% CAGR to nearly $1.5 billion by 2030, according to Jefferies.

Nykaa was among the first platforms to aggressively build the category in India. Besides expanding its portfolio of Korean brands, the company has organised dedicated events including K-Beauty Festival, Nykaaland 3.0 and Amorepacific Day to promote Korean skincare brands. 

Reliance Retail-owned Tira has adopted a similar strategy, onboarding exclusive brands such as TIRTIR, Mixsoon and Skin1004 while hosting Korean beauty festivals.

Although Nykaa has not disclosed the contribution of Korean beauty to its overall beauty GMV. According to the report, Nykaa’s Korean Brand GMV grew 58% year-on-year.

The momentum is reflected across ecommerce platforms. As per the report, Amazon K-beauty sales are growing around 75% year-on-year, while Myntra has reported nearly 200% annual growth in the category.

Indian D2C brands are also adapting the trend. Pilgrim has launched a dedicated Korean skincare range with around 40 products, while Quench Botanics has built its portfolio around Korean formulations. Lakmé introduced Korean-inspired beauty services, while Urban Company and Yes Madam now offer Korean skincare treatments.

Food is emerging as the next major growth category.

Quick commerce platforms are seeing increasing demand for authentic Korean brands such as Samyang and Nongshim. Zepto has already introduced a dedicated Korean food section, with the company noting that authentic Korean brands continue to outperform locally inspired alternatives.

Growing consumer demand has pushed FMCG giants to strengthen their Korean offerings, with Nestlé, ITC, HUL, and Tata Consumer rolling out a range of Korea-inspired products. 

Restaurant chains are witnessing a similar trend. McDonald's, Burger King, KFC, Domino's and Wendy's have all launched Korean-inspired menus over the past year. According to company executives cited by Jefferies, these launches led to higher customer traffic, stronger app engagement and increased transactions, encouraging more brands to experiment with Korean cuisine.

Fashion follows beauty

Marketplaces including Myntra, Nykaa Fashion and Ajio have expanded Korean-inspired collections. As per the report, Amazon currently lists more than 4,000 Korean fashion products, while eyewear startup Lenskart has launched a K-pop-inspired collection supported by an AI-powered virtual band. 

Entertainment created the demand

The commercial opportunity has largely been fuelled by Korean entertainment.

Streaming platforms including Netflix, Prime Video and MX Player have significantly expanded their Korean content libraries as K-dramas become increasingly popular in India. Spotify data cited in the Jefferies report shows K-pop listenership in India has grown 300% over the past five years, while the country now has more than 15 million active K-pop fans. 

For startups, the Korean wave is no longer just a cultural phenomenon; it has become a business opportunity.

Whether it is beauty startups launching Korean skincare, quick commerce platforms creating dedicated Korean food sections, or fashion marketplaces expanding Korean-inspired collections, companies are increasingly treating the trend as a long-term consumer shift rather than a passing fad. As younger consumers continue to shape spending patterns, Korea's influence is steadily becoming one of the strongest growth themes across India's consumer economy.