MUMBAI: The Korean wave has finally reached the Indian shores with IN2ITXION. K-pop group IN2IT with guest star AleXa will be touring India from 13 April 2019. IN2IT comprises of six boys that were selected from an audition process. 

IN2IT concerts will be hosted both at INOX IMAX theatres in Mumbai (16 April) and Delhi (18 April), a first for India and also at other venues Ravindra Natya Mandir on 15 April and Siri Fort Auditorium in Delhi on 19 April.

Alex Christine is under Zany Bros label (ZB) and was the winner of both seasons of Soompi Rising Legends and participant of Produce48.  They will be offering Mumbai denizens a taste of K-pop at the K-festival organized by the Korea Tourism Organization which will be held at the Phoenix High Street Mall on 13-14 April from 12 pm to 8 pm on both days. It is the second event of its kind to celebrate Korea culture and travel in India.

Korean culture has already garnered a fandom of over 60,000 registered fans according to the Korean Culture Centre in Delhi and a potential audience of over 12 million youth (according to Facebook Ad) but this uber-organized fandom is already alive and well in WhatsApp chat rooms, on Instagram, and on Twitter.

It’s not just the millennials who seem hooked on the cutting-edge colourful music videos.  Early this year, Indian fans urged film director Karan Johar to seek out K-pop group EXO’s Kai at a Gucci show in Paris.  Although neither knew each other, the selfie instantly blew up on Instagram and Twitter across India. Other Bollywood actors (and their children) are also reportedly piqued by South Korea’s music groups with their stunning choreography and dynamic danceable vibes. In February of this year, INOX theatres screened a concert film by globally acclaimed K-pop A-lister BTS on two days in 88 cinemas across the country.  K-pop fans inundated theatres with flash mobs, fan chants and thank you gifts and letters for INOX.

The IN2IT members are beyond excited to perform in India.  IN2IT Leader 24-year-old Inpyo says, “It’s always been our dream to perform in India.  We have heard from fans there and we are excited to not just represent ourselves, but also Korea.  We are hoping to meet our fans and to help create new fans so we can come back soon!”  Group member Jiahn adds, “Music is a global language.  We have been watching Bollywood songs and movies, like Gully Boy, and it’s so impressive.  We hope it travels back to Korea for us to enjoy more of Indian culture.”

Namas-K is just in time for what appears to be a tidal wave of South Korean investment in India.  Sources say at least USD 10 billion (INR 70 000 Cr) is likely to flow into India as foreign direct investment from South Korean companies in the next three to five years.  With Korean companies well known for sponsoring local Korean cultural events, we can expect more of the Korean wave arriving on our shores.