3. The Hallyu Wave in India: Socio-Psychological and Strategic Implications

The 2024 Overseas Hallyu Survey by the Korean Foundation for International Cultural Exchange (KOFICE) reveals that India has emerged as the global leader in K-content consumption. While this highlights deepening cultural ties, a tragic suicide case in Ghaziabad involving three sisters has sparked an urgent national debate on the psychological \'addiction\' to foreign pop culture and the risks of extreme fandom. • Global Consumption Leader: Indian consumers spend an average of 18.6 hours per month on Kcontent (K-Pop, K-Dramas, etc.), the highest among 26 surveyed nations, surpassing Thailand (18.4 hours) and Indonesia (17.0 hours). • High Favourability Rating: Approximately 84.5% of Indian respondents view Korean cultural content positively, leading to a surge in demand for Korean fashion, skincare (K-Beauty), and language learning (Korean is now the 4th most accessed language on Duolingo in India).• The \'Dark Side\' of Fandom: Extreme attachment, often termed \'Parasocial Relationships,\' has led to cases of identity loss, cultural disconnection, and mental health crises among Indian adolescents, as seen in the recent Ghaziabad tragedy. • Digital Addiction and Escapism: The Economic Survey 2024-25 flagged a worrying rise in screenrelated mental health issues. K-content often serves as a form of \'escapism,\' which, when unregulated, transitions into digital addiction and social isolation. • Soft Power and Glocalization: The \'Hallyu\' (Korean Wave) serves as a potent tool for South Korea\'s soft power diplomacy. In India, this has evolved through \'glocalization,\' where local audiences contextualize Korean themes of family and tradition, which resonate with Indian values. • Economic Cross-Pollination: The craze has direct economic impacts, with Korean food imports to India growing by over 160% in recent years and K-beauty imports rising 50% year-on-year, creating a specialized market segment. Key Definitions • Hallyu (Korean Wave): A Chinese term meaning \'Korean Wave,\' referring to the global surge in popularity of South Korean culture since the late 1990s. • Parasocial Interaction: A one-sided relationship where a media consumer develops a strong emotional or \'intimate\' bond with a celebrity or fictional character, often leading to unrealistic expectations in real life. • Glocalization: The adaptation of global cultural products to fit local tastes and traditional contexts, making them more relatable to a specific domestic audience. Constitutional & Legal Provisions • Article 21: The Supreme Court has expanded the Right to Life to include the Right to Health, which encompasses mental well-being and a \'dignified environment\' for children. • Article 39(f): A Directive Principle mandating the State to ensure children are given opportunities to develop in a healthy manner and protected against moral and material abandonment. • Mental Healthcare Act, 2017: Provides a legal framework to protect the rights of persons with mental illness and mandates the government to provide affordable mental health services. • Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021: Aimed at regulating content on OTT platforms and social media to protect minors from harmful or addictive content. Government Initiatives for Mental Well-being • Tele MANAS (2022): A 24/7 toll-free helpline (14416) providing mental health counseling across India.• National Suicide Prevention Strategy (NSPS): India\'s first policy framework aimed at reducing suicide mortality by 10% by 2030 through school-based interventions and crisis centers. • MANAS App: A mobile-based platform launched to promote mental well-being and offer self-care tools for stress management. UPSC Relevance • GS Paper I: Indian Society (Impact of globalization on Indian culture, issues related to youth and adolescents). • GS Paper II: Social Justice (Issues relating to the development and management of Social Sector/Services relating to Health and Education). • GS Paper III: Internal Security (Challenges of digital addiction and the role of social media in shaping public psychology). Conclusion While the Hallyu wave fosters international cultural exchange and boosts economic ties between India and South Korea, its \'intensive\' consumption by the youth necessitates a balanced approach. The shift from \'admiration\' to \'obsession\' highlights a critical gap in digital literacy and mental health support. Addressing this requires a multi-stakeholder approach involving parents, educators, and policy-makers to ensure that global cultural trends enrich Indian youth without compromising their psychological stability.