How does K-pop music influence fashion buying and styling among the fashion students in India: an empirical study

Abstract

In the most recent times, we have seen the rise in the amount of K-pop (Korean pop) culture/ music and its wide acceptance globally. K-pop is one part of the “Korean Wave”-also called Hallyu, a term referring to the popularity of Korean pop culture and Korean TV shows, music, and movies across Asia and other parts of the world. The K-pop and K-drama craze has reached its zenith and is enthralling audiences everywhere, especially in India, where a passion for Korean culture has taken hold. From social media influencers to high school students, Korean design has emerged as the nation's unmistakable fashion statement. This research paper analyses the influence of K-pop on Fashion students Buying and Styling behaviour in India. A structured questionnaire survey was conducted among Fashion students in India and analysed their approaches to different variables like K-pop music and celebrities as well as their interest in buying and styling inspired from K-pop. Results showed that there is a positive correlation between K-pop music/celebrities and buying and styling patterns of students. The results also showcased that the influence of K-pop celebrities is stronger that when compared to K-pop music.