Consumer Durables News

The Korean wave: From Samsung to Jungkook, a one-of-a-kind invasion is taking place

The Koreans are crash-landing on us — and it is not just on Netflix. While the Korean cultural wave or Hallyu has swept India, with K-drama and K-pop grabbing eyeballs and earphones, the K-presence is pervasive, straddling culture and business, with its brands continuing to capture consumers in many segments, including automobiles and consumer durables. When you watch Crash Landing on You on a Samsung phone or listen to BTS in a Kia Sonet, you

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