To cater to the changing taste buds, restaurants are now offering a wide range of Korean dishes To cater to the changing taste buds, restaurants are now offering a wide range of Korean dishes

It was during the lockdown that Arya Rattan, a young girl from Shimla who was studying at Loreto Convent then, got hooked on to Korean dramas and pop. A friend introduced her to the new craze during a casual chit-chat session. Rattan, who first started watching Korean dramas casually, gradually became a die-hard fan. Over a period of time, she also got in touch with 10-12 other girls from the hill town—Tanya, Aditi and Nysa, to name a few—all in the same age group, and together they formed a girl gang. Love for Korean drama was their connecting point.

They all are now in different colleges in different cities, but their consistent love for Korean dramas keeps them together. These girls, who grew up eating snacks like pizzas and momos at Shimla’s fast-food joints, have now developed a taste for Korean cuisine as well. Korean fashion is also something that appeals to them. In fact, when Rattan, who is presently pursuing an MBA at a college in Mumbai, came back home for a semester break, she took her father’s old trousers and shirt and turned them into a cool Korean outfit. Her school-going sister Arshia, a promising under-15 cricket player, is also gradually embracing the vibrant K-culture craze.

Rattan says many youngsters in Shimla as well as in other Himalayan towns are now crazy about Korean culture. “Teenage girls from small towns like Rohru, Jubbal, Rampur, Chopal, Kotgarh, Solan, Nahan and Dharamshala, too, are embracing the globally popular Korean wave. Traditionally, they have been die-hard fans of Nati, the traditional Himachali dance form, but now their tastes are evolving, and they are also listening to Korean music,” she says.

The hill towns and hill stations, too, are changing socially and culturally. For instance, these days, the streets of McLeodganj—the most-visited tourist destination and the abode of the Tibetan spiritual leader, the Dalai Lama—are full of tourists as well as young boys and girls from high schools and colleges. Dressed in colourful Korean outfits, they are seen listening to K-pop, flooding Korean restaurants and mingling with like-minded tourists from Punjab, Chandigarh, Mohali, Jammu, and Delhi. Their social media posts are all about sharing their experiences and living it out while embracing the popular Korean culture.

To cater to the changing taste buds, the restaurants are now offering a wide range of Korean dishes like kimchi, spicy tuna kimbap, Korean seaweed soup, authentic Korean ramen noodles, Korean rice, Korean chilli chicken and kimbap.

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Gangnam Korean Restaurant—a leading chain promoted by three Tibetan businessmen—began its operation some time ago in the heart of McLeodganj. On the third floor of a sprawling complex, the restaurant offers a unique blend of “Pahari and Korean” food. An ethnic ‘Pahari café’ on the first floor leads the customers—the locals and north India’s foody tourists—to the authentic Korean eatery upstairs.

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“It’s a new craze. We are in the process of setting-up a larger space, which will have a bar lounge and a rooftop restaurant. Presently, we have five to six food cabins, each with an exclusive Korean-style seating facility of four to six customers. Weekends and summers see a good footfall of customers who are driven by their taste buds to these Korean restaurants,” says Tenzin, the manager of Gangnam.

The spicy, tangy flavours of Korean cuisine appeal to locals as well tourists, making them a sought-after dining experience. Traditionally, the restaurants in McLeodganj have been serving a wide range of cuisine ranging from Italian, Vientiane, Tibetan and continental, but the preferences have changed. Nitish Kumar, 25, a chef from Bihar’s Gaya district, who serves at Dakini House, a Korean Bites Café, admits that teenagers are increasingly asking for spicy Korean dishes. Many Korean joints have opened now, including those that offer a cosy atmosphere for fine dining. Sarang café is one such popular restaurant.

Nand Lal Sharma, the deputy general manager at Himachal Pradesh Tourism Development Corporation, who is also a food consultant with vast knowledge of continental cuisines, admits that teenagers are getting addicted to spicy food. Korean food items with their spicy sauces are very popular.

“It’s becoming a new trend. People in foreign countries are increasingly endorsing Indian food for its health benefits, nutritional value and mineral richness. On the other hand, K-pop and K-drama culture have a strong influence on youngsters in the country,” believes Sharma.

Apart from McLeodganj, Kullu and Manali, popular hill stations, are emerging as hubs for Korean fashion, food and music. Dolly, who owns a café at Kasol, Kullu, admits: “We now have many local customers, especially teenagers, alongside foreign visitors asking for a new range of food options. Some restaurant and fast-food owners have hired chefs skilled in Korean cuisine, besides the regular Italian and Japanese.”

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Beauty products and hacks from Korea are a craze too. On a December afternoon, Koja, a trendy store, barely a few metres short of the Dalai Lama temple in the main market area in McLeodganj was packed with young girls who were shopping for Korean beauty products. Some young boys were seen too. Anika, Astha and Prinjani—studying in colleges in Mohali, Palampur and Chandigarh—especially came to McLeodganj to pick up a few items from this store.

“Korean beauty products are exceptional, truly the best for skincare,” Anika says. “We often come to McLeodganj to shop for a variety of items and Korean outfits. We even gift them to our friends. Korean skin and hair care products are in high demand, especially among young girls, who want to achieve glowing skin and dark, shiny hair,” says Anika.

Shanchi Sood, another student, says she used to struggle with a lot of pimples on her face. However, after adopting Korean beauty tips like rice-water therapy, she can see a difference. Her skin is now completely clear after applying a few Korean skincare products. Now, she gives tips to other friends.

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Tenzin, a Tibetan, who works at the store, feels that Korean dramas on Netflix and other OTT platforms have made Korean beauty products and outfits immensely popular among youngsters, especially teenagers.

“Young girls here are getting influenced by the radiant and glowing skin tone of Korean girls, their shiny hair, and the charm of their trendy loose outfits, designer shirts and long boots. They try to copy them. Social media amplifies this influence,” says Tenzin.

While there are those who are embracing Korean culture, others are doing their bit to popularise it. Palampur-born Aksh Baghla, 29, singer and digital content creator, is among those. A few months ago, he collaborated with Snapchat India to launch Indo-Korean music in India. Baghla has millions of followers on his YouTube and Snapchat platforms.

The pop song is a new initiative to cater to the musical interests of Indian listeners who admire K-pop. Popular for his 30 voices and song covers, Baghla did three different projects—one featuring Korean K-Pop star Aoora, who has also appeared in Indian Bigg Boss.

“I also collaborated with Korean singer Kwon-Jung Yoel to create a Hindi version of ‘Spring Snow’, a track from a popular K-drama. I am aware of the growing influence of South Korean food, music and culture in India and this collaborative project has turned out to be very meaningful. It aptly contributes to evolving trends,” he says.

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Son of a businessman-cum-journalist in Himachal’s Kangra district, Baghla has already launched his pop-band, all-boys band and even visited Korea for a show marking his global presence. “Yes, he (Aksh) is catching-up fast with young influencers embracing K-pop. He and the other performers look awesome in Korean outfits,” says Anika.

Viewing preferences have changed, too, with more and more youngsters preferring to watch K-dramas. When asked why these K-dramas are gaining popularity, Shilpa Chauhan, a medical professional who also watches K-dramas, says: “They weave an enchanting world of relatable characters, exploring a diverse array of emotions, positivity, and deep connections. They also serve as a window into Korean culture, including its exquisite food, fashion, relationships, and enduring beauty elements.”

Anushka Thakur, 18, who is from Kullu, says: “I like the storylines, especially in the romance genre. Some of the plots are very interesting because of their slow and steady pace. They keep you hooked. The characters, actors and styles attract us immensely.”

Neha Thakur, a YouTuber hailing from the village of Kiara, nestled in the apple-laden hills of Jubbal-Kotkhai, recently shared a reel showcasing herself in stunning Korean outfits. Till now, she has mostly been promoting rich Pahari culture and delicious local cuisine. It is her newly embraced wave of influence. “I adore watching K-dramas and listening to K-pop. It has become a trend, and as a social media influencer, I wanted to celebrate it. K-culture is blooming here in the hills, and it’s truly exciting,” she says.

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