Abstract :

This study examines the role in promoting Korean culture and influencing young youth through OTT platforms like Amazon prime video, Netflix, and YouTube which have significantly altered how people consume media and made it simpler for viewers to obtain content from around the globe. Not only in India but among other overseas entertainment channels, Korean content including K-dramas, K-pop movies, and reality show, has grown immensely popular among Indian youth, and has simultaneously influenced their cultural preferences, lifestyle choices, beauty- trends, and language interest. It also emphasizes the market and industry reports highlighting the growth of OTT platforms, revenue generation, and market flow. However, social media helps in cross-cultural communication and influence among younger audiences in India. Research on long – term social cultural effect of Korean influence on Indian society is still limited. The study concludes that the OTT platforms have become significant mediators of cultural globalization and growing Korean market expansion in India. It also encourages cross cultural exchange and blending between Indian and Korean cultures. Future research should focus on the long-term repercussions of these cultural shifts.

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Keywords :

Cultural Globalization, Digital media, Hallyu, Indian Youth, K-Drama, K-Pop Culture, Korean Culture., OTT Platforms

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