The K-wave has swept the nation, capturing Gen Z’s imagination with its high-energy choreography, storytelling, and larger-than-life performances

xYou might not understand a single word, yet you find yourself humming along. That’s the power of K-pop - and in India, it’s far more than music. The K-wave has swept the nation, capturing Gen Z’s imagination with its high-energy choreography, storytelling, and larger-than-life performances. Fans aren’t passive listeners; they obsess over every comeback, decode lyrics, master dance moves, run streaming parties, create viral content, and even fund birthday billboards for their idols. These parasocial relationships aren’t just fandom, they’re communities, where emotion, identity, and creativity collide.

And India isn’t just consuming K-pop, it’s

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