K-culture is booming in India: Korikart founder Seo Young-doo

There has been a rising love for Korean tradition in our nation. It all began with Korean drama. The refined romance, the stylish cinematography and the give attention to intricate particulars—it is what one calls an ideal mixture. Surely, Ok-pop has had its impact on our nation’s teenagers however the cleaning soap operas did the job of promoting Korean merchandise. And earlier than anybody else might, Seo Young-doo jumped in to grab this chance in India together with his on-line enterprise Korikart. He had come to India in 2004 to review worldwide relations at Jawaharlal Nehru University (JNU) and carefully noticed the rising curiosity of Indians for all the things Korean. Young-doo has been residing in India for over one-and-a-half a long time. He used to come back for standalone Korean initiatives initially, however trying on the alternatives India provided, he determined to arrange his personal enterprise right here.

Launched in 2018, this Delhi-based e-tailer for Korean magnificence, skincare, meals and vogue, residence and kitchen merchandise has seen an awesome response. As a matter of truth, the corporate claims to have witnessed 300 per cent progress in gross sales since March 2020 and is at present reporting over 40 per cent month-on-month progress. The pandemic had many sitting at residence and binging on Ok-drama which launched many to Korean merchandise.

“Noodles was probably the most bought merchandise throughout this time,” says Young-doo.

Besides that, the boycott of Chinese items additionally got here to their favour. “There is a steadily rising inhabitants that desires to make use of merchandise manufactured from pure elements, that are reasonably priced and more healthy. Korean merchandise tick all these bins,” says the Korean businessman. With a continuing smile on his face and fervour for his Korean tradition, Young-doo tells THE WEEK about his journey of bringing Korea to India.

How did all of it begin?

It was a easy thought. India and Korea has numerous similarities, not simply culture-wise but additionally language and different features. Unfortunately, Indians weren’t conscious of the wealthy Korean tradition as they’re now, because of the rise of Ok-drama and Ok-pop. I needed to bridge the hole and make it simple for Indians to expertise Korean tradition in their homeland itself. Not simply make issues obtainable but additionally introduce new Korean issues. And we needed to transcend simply bringing Korea to India; we additionally determined to get India to Korea. So, we promote Indian merchandise via our platform is Korea. It was not simple setting this enterprise up however the journey was positively value it. Honestly, we took about 11 years to simply put together, enhance and make our processes clean. I began engaged on my concept from 2009. Every 12 months I failed however I made certain that I acquired again up with extra energy. I’ve learnt so much in these previous couple of years and these classes have helped the model to succeed.

Do folks learn about Korikart?

Initially, our target market have been Ok-pop and Ok-drama followers in India. Later, many got here to learn about Korikart via phrase of mouth. If we particularly speak about cosmetics, many Indian ladies have turned to Korean merchandise for all their skincare necessities. Those who watch Ok-drama are accustomed to ramen noodles. With folks caught at residence through the lockdown, many have been eager to check out genuine Korean flavours as an alternative of the conventional noodles. So, sure persons are conscious of Korikart and the response to our product has been nice. We additionally began our first standalone retailer in Gurugram. The concept behind the launch is to present that good expertise to the shopper via our bodily retailer, the place the patrons can immediately communicate to the specialists and have an excellent feel and look of the product. Our flagship retailer will function a step ahead in the direction of esteemed clients of Korikart. It is a logical extension in order to supply our patrons a seamless procuring expertise. We are increasing extra and bringing in extra merchandise. Having mentioned that, we aren’t right here to alter Indian way of life however to present Indians an essence of what Korea is.

What is certainly one of your favorite merchandise?

I’ve numerous favourites. But the favored picks by our ladies clients are the skincare merchandise. We even have a brand new vary of Korean vogue merchandise like train pants and footwear. Even meals.

What are a few of the merchandise which can be at present not in your platform however you wish to have in the close to future?

The boycott of Chinese merchandise has positively slowed down numerous Indian clients. Especially, in terms of toys, folks have been fascinated by the Chinese manufacturers. I wish to get some Korean toys for the Indian market that are equally fascinating. But it will require introducing Korean cartoons to Indian youngsters. There are many different objects that I need to deliver in phrases of vogue merchandise and meals as nicely.

What do you miss about Korea?

I must say Korean meals. Like Indians, we additionally like our meals spicy.

Future plans for Korikart?

I need to deliver extra objects from Korea. I’m additionally partnerships. Besides that, I need to improve exports from India to Korea as nicely.

One-liner for Korikart.

Visit Korikart and remember to expertise numerous Korea right here!

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