K-pop Giants Eye India for Their Next Big Boom | Outlook Respawn

Major K-pop companies like HYBE and JYP Entertainment look to the India music market for long-term growth. As K-pop achieves global success with its carefully engineered idol system, the businesses in the industry are now looking towards India, which is one of the most lucrative markets. 21 JUN 2026, 10:44 AM South Korea's K-pop giants are making a long-term bet on India despite its market challenges. Industry insiders, including veterans, see parallels between China and India's current music landscape. K-pop's global expansion strategy expands far beyond music, relying on a carefully engineered formula for global success. South Korea’s major entertainment corporations are rapidly expanding into India, betting that the world’s most populous nation will soon become one of the top-five global music markets within the decade despite structural hurdles. The corporate push, led by industry giants like HYBE and JYP Entertainment, showcases a strategic shift towards long-term framework nurturing instead of immediate monetization. Speaking at the Fete de la Musique 2026 conference in Seoul, well-known K-pop songwriter Alex Karlsson identified India as the industry’s important growth engine, making direct comparisons to the growth of the Chinese market a quarter-century ago. “A lot of these were shared concerns with China 25 years ago, and in that market, buying power changed while the rest didn’t,” said Karlsson, whose production credits include tracks for BTS, SuperM, and Enhypen. He recognized current domestic headwinds, particularly pointing to a lack of centralized market reporting, low trust with regional actors, and historically limited consumer purchasing power. However, Karlsson also highlighted that growing disposable income, domestic regulatory pushes to update copyright law, and more efficient data tracking are signaling a critical macroeconomic pivot. The K-pop Model Heads to India The expansion depends on mirroring K-pop’s highly structured artist-development model abroad. As noted by The Korea Herald, Karlsson says that K-pop is not a rigid sonic genre, but an export-driven methodology identified by intense training periods and systemic "genre-bending." As compared to Japan , the South Korean idol ecosystem has been made for international export since its inception, whereas the former’s industry has remained insulated within its own commercially viable borders. This K-pop methodology is based on balancing sophisticated musical theory with mainstream accessibility, something that is best exemplified by NewJeans’ 2023 global hit Super Shy , according to Karlsson. He said that the track's structural execution was similar to the pop philosophy of Swedish producer Max Martin, based on its ability to camouflage complex jazz chords beneath relentless, radio-friendly repetition. “You have sevenths and ninths in these chords, and it is still a radio hit internationally,” Karlsson said, as noted by The Korea Times. It is exactly this capacity of scaling the structural complexity into universal consumer appeal that K-pop executives are now utilizing to capture India's rapidly evolving audience.