Digitalization of Hallyu in the Indian market: From periphery to center

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Qualitative study explores Hallyu's mainstream acceptance in India, highlighting digitalization and audience psychology.

Hallyu has transitioned from the margins to the mainstream in India, significantly affecting cultural perceptions.
During the pandemic, the rise of OTT platforms facilitated increased access to Korean dramas, influencing audience behavior.
The study introduces the Culture Prism Integration Theory, linking macro and micro-level factors impacting audience psychology.
Findings suggest a framework for cultural marketization in India, revealing social and commercial implications.

Berislav Andrlić (2025) studied this question.

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