THIRDRAFT

Earlier Indian pop culture was all about Bollywood, cricket and Hollywood movies, but not anymore. Now it’s a whole new world of K-pop idols and anime characters. Indians aren’t just watching; they are spending money on them. Fans are willing to spend money on albums, light sticks and collectibles.

“I’ve been watching anime since I was a kid way before it became mainstream. Its great more people are discovering it now, but at the same time it feels overhyped. Every other person is suddenly now a fan, and you can see its hoodies in every mall like Ambience Gurgaon, DLF mall noida, which are ridiculously priced” says Tarang Rastogi a 25-year-old software engineer at Bluepei Consulting, Gurgaon.

From the overpriced photo cards which are just a set of tiny, laminated papers to the anime figures. Even the tiny ones can cost you anywhere around ₹300-₹8000. Mostly available on their official websites like Weverse and Animate, with international fans meet still a dream, they settle for overpriced streams and drops.

K-pop, led by groups like Blackpink and BTS has gained a massive following, with streaming numbers reaching new heights and fan pages actively engaging on social media. Dedicated fan clubs like INBlink (for Blackpink fans), and Indian NCTzens (for NCT fans), regularly organise from parties to dancing competitions.

Seeing this craze, companies like SM and HYBE entertainment have launched India specific merchandise including T-shirts, hoodies, tote bags and posters featuring TXT and Seventeen costing around ₹2000-₹8000. Meanwhile, anime which was once mainly watched through unofficial sources is now available on different streaming platforms like Netflix, Crunchyroll and Amazon Prime Video, with subtitles and dubs available in regional language.

“I love watching anime, your name and howls moving castle is my favourite anime also, I like listening to K-pop, but earlier you could just be a fan, but now it feels like you have to prove it by buying the merch. Not everyone wants to and can afford it” says Navya Virmani a 22-year-old media communication major at AAFT Delhi, who doesn’t buy it herself.

With K-pop and anime becoming a big part of youth culture, India has turned into an important market for these industries. The demand for concerts, merchandise, and local content is growing, leading more global companies to focus on Indian fans. As new collaborations and events take place, they will continue to shape trends and influence pop culture across the country.