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Hyundai’s success story finds many takers in India

The strong response to Hyundai's mega IPO is proof that Indians have developed a taste for the Korean way of doing things.

By Ashutosh Shyam

09 Oct 2024

6161 Views

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 ...

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