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Nineteen-year-old AB, Saloni and Darshini’s eyes lit up as they swayed to the catchy tunes of K-pop numbers at Express Avenue Mall last week. Not only K-pop, but also Korean culture, cosmetics and beauty products have influenced the Indian audience, the resonance of which is deeply felt. But what fuels this passion? Speaking about K-culture, Saloni said, “Korea is emotional, Korean food is delicious and K-pop bands like BTS preach ‘self-love’, which inspires and uplifts, creating a strong bond.”
Held from November 17 to 20, Korea Fair in India 2022 (KFI) is all about K-pop music, delicious Korean food, stalls showcasing Korean beauty and wellness products, information desks and other consumer products. The event organized by the Korea Trade Investment Promotion Agency (COTRA) in association with the Consulate General of the Republic of Korea in Chennai saw a large turnout. The theme of the fair is Korean Wave: Made in Korea, Loved in India.
More than 20 B2B booths showcased K-consumer products ranging from food, cosmetics, jewellery, posters, electronics, wellness products along with several game stalls. People are also encouraged to participate in games, quizzes and roulette to win prizes. A wide range of food and skin products are also available for tasting and testing.
KOTRA Deputy Manager Kamalaz F said, “The Korea Fair is aimed at improving business for upcoming importers and encouraging other Korean importers. Eight lakh people participated in this event on the second day and six and a half lakh people on the third day.
Fourteen-year-old Anayra was at the event with her mother Tarana. “I am going to visit Korea during summer vacation next year. It is my dream destination. ”
The youngster’s mother couldn’t help but gush about her daughter’s love for Korean ramen, bibimbap, kimbap and kimchi. “She responds to phone calls with a Korean greeting and even learned to cook Korean food from YouTube,” she added.
All-girl dance group LDC kicked off the event with a power-packed dance performance. The girls sang popular K-pop songs that sent the crowd into hooting, cheering and intermittent jigs. In 2017, Shruti, Rhea, Ananya, Aradhana and Jay came together in a flash mob at Express Avenue Mall. Rhea said, “K-pop competition is held every year in India. Thus LDC was formed. We went to Delhi to represent Chennai in the competition.
“The power of K-pop comes from the idols and their passion for dancing. It inspires us to dance and dream. In the West, people connect to the lyrics, but K-pop idols are interactive so we’re closer to them,” Aradhana said.
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