Modi cites K-wave surge in India, announces 2028 India–South Korea Friendship Festival
Prime Minister Narendra Modi on April 20, 2026 announced an India–South Korea Friendship Festival to be held in 2028, framing the initiative as a move to strengthen cultural ties amid a surge in K-pop and Korean dramas in India. Speaking alongside South Korean President Lee Jae Myung at a joint press conference in Delhi, Modi said, “Today, K-pop and K-dramas are getting extremely popular in India.
Similarly, the recognition of Indian cinema and culture is growing in Korea too.” He highlighted that the planned festival is intended to foster people-to-people connections, while President Lee expressed admiration for Indian films, underscoring growing mutual interest in popular culture.
Modi also invoked historical links between the two countries, citing the tale of Princess Suriratna of Ayodhya and King Kim Suro of Korea from around 2,000 years ago. That shared heritage, he said, continues to inform the relationship between India and Korea today.
The contemporary rise of Korean entertainment has been notable in India, with global acts such as BTS, BLACKPINK, SEVENTEEN and NewJeans drawing large fan bases. Adding to the momentum, BTS’s label HYBE recently announced a nationwide audition programme in India set to begin on March 31, 2026, under the company’s fifth global subsidiary, HYBE INDIA.
The 2028 Friendship Festival, announced during the leaders’ joint appearance, is positioned to build on both the ancient cultural connections Modi referenced and the current wave of cross-border pop culture engagement.