Articles

The Korean Wave in India: Exploring Cultural Influence through OTT Platforms (Fashion, Beauty& Skincare, Food)

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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.

Revisiting EPS TOPIK: Addressing Linguistic and Cultural Challenges for Migrant Workers in South Korea

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International labor migration has become a global phenomenon driven by the demand for better job opportunities and interconnected labor markets. South Korea, as a major destination for migrant workers, requires proficiency in the Korean language as part of its Employment Permit System Test of Proficiency in Korean (EPS TOPIK). While the program aims to ensure effective workplace communication, the study reveals significant gaps in the relevance of online learning materials to the actual needs of migrant workers. Many materials lack contextual and cultural elements essential for navigating workplace interactions and social integration in Korea. This research focuses on analyzing the relevance of EPS TOPIK’s online materials to the specific communication needs of migrant workers and assessing the integration of Korean cultural elements in the learning process. Using a qualitative approach through case studies and in-depth interviews, the study examines the experiences of migrant workers and evaluates the adequacy of online materials. The findings aim to provide recommendations for developing more contextual and culturally embedded learning resources to enhance the linguistic and cultural competence of migrant workers. This is expected to improve their workplace adaptability and support their integration into South Korean work environments.