3 Idiots clicked right, but India needs its own Samsung and Squid Game to hook global audience

Image credit: Netflix

Synopsis
Korean dramas have been attracting the international audience with their relatable themes and strong cultural content. Their rising popularity is boosting Korean brands and their sales, reaching even Indian households. While Indian films have been made on similar themes since the 1950s, the country is yet to witness a Hallyu-like wave. Reason: lack of brand awareness.

When Park Ji-min, a member of the South Korean band BTS, said 3 Idiots was one of the few films that he had watched during the lockdown, it became a trending topic on social media. 3 Idiots features issues related to exams pressure, class disparity, and suicide — something that young Koreans could relate to. Like India, even South Korean society puts a lot of emphasis on academic performance. But besides 3 Idiots, Koreans hardly know anything