K-pop Star AOORA Bets on Hindu Iconography With 'Shiva Shivam'

• AOORA's Shiva Shivam shows a rising pattern among K-pop artists to localize content aimed at India's booming digital music market.
• The rise in streaming and fan interest indicate a growing need for hybrid, cross-cultural Asian pop.
• The song's usage of religious symbols broadens its narrative scope while also necessitating cautious cultural awareness.

Korean singer AOORA will release "Shiva Shivam" on Feb. 10, a track that reimagines the Hindu deity Shiva as a universal energy rather than strictly religious figure. The song is aimed at India's expanding music market which also harbors great deal of enthusiasm for Korean content including K-pop, K-drama, and K-food.

The move reflects Korean entertainment companies' push to adapt content for India's 1.46 billion strong population, now the world's second-largest digital music market after the U.S. AOORA released teaser images on Feb. 6 showing him styled as Shiva, complete with trident and backdrop flames.

Why K-Pop Artists Are Targeting India's Music Market

AOORA has cultivated an Indian following beyond music. He performed at BeautySum India 2025, a K-beauty fair held Aug. 28-30 in New Delhi and organized by MESSE ESANG. He also appeared on reality show Bigg Boss 17 and participated in the Hello Seoul Festival. He has said A.R. Rahman and Pritam are his preferred Indian composers.

Indian fans' early social media response suggests demand for cross-cultural Asian pop. Japanese artist Fuji Kaze has cited India's spiritual traditions as an influence. Bollywood singer Arijit Singh topped India's 2025 streaming charts, while Punjabi artist Karan Aujla drew crowds across six cities in early 2026.

Religious imagery in pop music carries risk. Hindu groups have previously criticized Aerosmith's "Nine Lives" album cover for its depiction of Vishnu. The Vatican condemned Madonna's "Like a Prayer" video, prompting Pepsi to cancel a $5 million ad campaign. While "Shiva Shivam" appears to frame Shiva as symbolic rather than devotional, reception will depend on execution in a market with diverse religious sensitivities.