K-Pop Stars to Debut in Mumbai as Korean Fest Expands

Korean pop culture is set to make one of its biggest splashes yet in India's financial capital, as the third annual K-Town festival brings top-tier performers to Mumbai for the first time.

K-Town 3.0, scheduled for Nov. 1, will feature solo artist Taemin from the legendary group SHINee and the popular duo Super Junior-D&E, both making their Indian debuts. The event represents a significant milestone in the growing influence of the Korean Wave, or Hallyu, across South Asia's entertainment markets.

The festival has become a cornerstone of Korean cultural exports to India since its inception. Organized by Tani Events & Entertainment, K-Town extends beyond music to showcase Korean food, beauty products and traditional arts, reflecting the broader commercial success of Korean cultural products in the Indian market.

The 2024 edition featured debut performances from BamBam of GOT7, rapper B.I, and EXO members Chen and Xiumin, establishing a track record of bringing premier Korean talent to Indian audiences.

Taemin, widely regarded as an influential figure in the K-pop industry, has built a substantial solo career alongside his work with SHINee, one of South Korea's most successful boy bands. Super Junior-D&E, composed of members Donghae and Eunhyuk, represents one of K-pop's most enduring sub-units, with a catalog spanning over a decade.

The festival's lineup also includes Bang Yedam, formerly of the group TREASURE, rock band ONEWE, and emerging artist JEY. This diverse roster reflects the festival's strategy of presenting multiple facets of Korea's music industry to Indian consumers.

Growing Market Opportunity

The Korean entertainment industry has seen remarkable growth in international markets in recent years, driven by the global success of groups like BTS and Blackpink, as well as cultural exports including the Netflix movie “K-Pop Demon Hunters” Netflix series "Squid Game" and Oscar-winning film "Parasite."

India represents a particularly promising market for Korean cultural products, with a young, digitally connected population that has embraced K-pop through social media platforms and streaming services. The success of previous editions of  K-Town suggests sustained commercial interest in Korean entertainment among Indian consumers.

Tickets for the Mumbai event are being distributed through District by Zomato, the events platform operated by the Indian food-delivery giant. The partnership reflects the mainstream commercial appeal of Korean cultural events in the Indian market.