The Obsession with K - Culture, Krafton and Indian Gaming Scene

Korean Content

In continuation to the obsession series, here's another interesting topic that I feel has lots of flavor and masala in it. 

Just to clarify - this isn’t sponsored content. These are purely my personal observations and opinions as someone working within the gaming industry. You'll see why I felt the need to mention this as you read on.

In recent years, India has seen a wave of fascination with Korean culture. From K-dramas and K-pop to Korean food, skincare, fashion, and even language learning, the "K-wave" has become a cultural mainstay, especially among Gen Z and millennials. But this obsession isn't just about entertainment or lifestyle anymore - I feel like it's becoming a story of business, investment, and strategic foresight. 

And in the gaming world, no one has embodied this better than Krafton.

Is it just Cultural or Strategic?

Korean companies have managed to tap into India’s youth market with remarkable accuracy. It is as if they understood the aspirational mindset, the hunger for global culture, and the digital-first nature of India’s younger generations. K-pop bands and K-dramas became cool not because of aggressive marketing, but because they represented something fresh, stylish, and different - yet emotionally resonant. 

That same formula applies to gaming. As it looks, Krafton didn’t just launch a battle royale game in India, they launched an ecosystem. They localized, adapted, engaged, and invested.

Krafton's role in shaping Indian Gaming

If you see, Krafton's role in the Indian gaming scene has gone far beyond BGMI. The company has invested millions in Indian Startups including:

• Nodwin Gaming (Esports)

• Loco (Streaming and game content)

• Nautilus Mobile (Makers of Real Cricket Franchise)

These are not just investments, it shows their belief in India's long term gaming potential, not just as a consumer base but as a creator economy. In a country where traditional video game development is still in its early stages, Krafton seems to be helping build the foundation with its investments and incubation.

The Learnings here. 

While there are ongoing debates around Real Money Gaming, regulations, and monetization models, what Krafton has done is shift focus to culture-led gaming. They’ve shown that you can win in India by embracing:

• Localization with authenticity

• Strategic partnerships with Indian creators and studios

• Patience and long term vision. 

It also raises an important question: Why aren’t more Indian gaming companies thinking like this?

The Bigger Picture

The success of Korean content in India isn’t accidental. It’s a mix of strong cultural output, smart investment, and a deep understanding of community dynamics. Krafton’s strategy reflects this same trinity. They aren’t selling just games. They are shaping a culture around gaming. In a market like India where trends can be fading but communities are loyal, that matters more than ever.

Conclusion

The obsession with "K" might seem like a cultural trend on the surface. But when you look deeper, it’s a case study in how culture can drive business, and how international companies like Krafton are riding that wave with intent and intelligence.

Perhaps it’s time for Indian studios to not just compete with this wave, but to create one of their own.

As mentioned above - This isn’t a commentary on Krafton’s business performance. It is more of an observation from what I see from an industry's perspective on how smartly they’ve aligned with the Indian audiences - something more companies can take inspiration from.