Hyundai’s success story finds many takers in India

K-dramas and K-pop are gaining widespread popularity among Indian audiences, aided by OTT platforms like Netflix, which is expanding its Korean content with subtitles. This rise is driven by a shared connection to stories rich in subtle emotions and tender, character-driven narratives.

While OTT shows like "Crash Landing on You" have successfully tapped into the emotional chords of viewers in recent times, few recall that Korean brands like Hyundai penetrated the psyche of Indian consumers nearly three-decades ago. Hyundai and sister company Kia have employed an innovative strategy by offering more features and comfort at a reasonable price, which ...