India's love for Korean beauty, skincare and food is creating new opportunities for startups. Here's how brands like Nykaa and Zepto are turning the Korean wave into business growth.
A few years ago, Korean culture in India was mostly about K-dramas and K-pop. Today, it's influencing what millions of Indians buy, eat and wear, creating a lucrative opportunity for startups and consumer brands.
According to a recent Jefferies report, the Korean wave has evolved into a major business trend, especially among Gen Z and Gen Alpha consumers. Startups are rapidly expanding their Korean-inspired offerings as demand continues to rise across beauty, food and fashion.
Beauty is leading the charge. India's beauty and personal care market, valued at $24 billion in 2024, is projected to reach $45 billion by 2030. Within this, the $400 million K-beauty segment, which currently accounts for around 2% of the market, is expected to grow at a 26% CAGR and touch nearly $1.5 billion by 2030.
Companies are already seeing the impact. Nykaa-backed Maccaron, Pilgrim, and Quench Botanics have expanded their Korean skincare portfolios, while Nykaa and Tira continue adding exclusive Korean brands. Jefferies estimates that Nykaa's Korean beauty GMV grew 58% year-on-year, while Amazon India's K-beauty sales rose around 75%. Myntra has reported nearly 200% annual growth in the category.
The trend extends beyond skincare. Zepto now features dedicated Korean food sections as demand grows for brands like Samyang and Nongshim, while FMCG giants including Nestlé, ITC, HUL, and Tata Consumer have introduced Korean-inspired products. Restaurant chains such as McDonald's, KFC, and Burger King have also rolled out Korean-themed menus.
The momentum is being fuelled by entertainment. Spotify data cited by Jefferies shows K-pop listenership in India has surged 300% over the past five years, with the country now home to over 15 million active K-pop fans.
For startups, the message is clear: Korea is no longer just a cultural influence it's shaping consumer spending. Businesses that respond to this shift early are positioning themselves to benefit from one of India's fastest-growing lifestyle trends.
Filed by
Startup Unplugged
