how Korean packaged food is making its way into Indian homes

After getting hooked to K-dramas and K-pop, Indians are now experimenting with K-food. Korean packaged food is a small but significant business. And the total addressable market for instant noodles and ready-to-cook meals is expanding rapidly here. However, importers and K-food makers need to sharpen their marketing focus and introduce more categories besides ramen.
Last week, hoardings went up in several cities across India featuring a sharply dressed young Korean man. These billboards were birthday greetings dedicated to Jeon Jungkook, the youngest member of South Korean boy band BTS whose music spanning several genres has taken the world by storm. The BTS fans around the world have nicknamed Army.