We were pleased to feature Siddhi Konduskare, Founder & CEO of Kino House, at the India–Korea Forum 2026 held in Seoul ahead of the upcoming India–Korea Summit.

In her remarks, she offered a compelling perspective on how the India–Korea relationship is entering a new phase—one increasingly driven not by traditional policy frameworks, but by the power of entertainment and cultural exchange. She noted that this shift became particularly visible with the return of BTS from military service, as Korean brands began actively exploring opportunities to enter the Indian market. She emphasized that culture and language are deeply interconnected, describing language as the “machine” and culture as the “fuel,” highlighting that learning Korean was not just a skill but a meaningful act of trust-building. In this context, she stressed that India expects the same level of genuine cultural engagement from Korean partners.

She further pointed out that India cannot be understood as a single market, but rather as a collection of diverse cultures and regions, requiring deep localization rather than simple translation. In this regard, she identified entertainment as the most effective vehicle for entering and understanding the Indian market. She also highlighted that the cultural connection between the two countries is already well established—evident in the growing dominance of K-beauty in India and the popularity of Indian films like 3 Idiots in Korea, reflecting shared social values and narratives.

Her reflections underscored a critical point:
➡️ The next phase of India–Korea cooperation lies in recognizing and bridging the existing gaps in the creative and cultural industries, rather than creating new ones.

At a time when global influence is increasingly shaped by culture and storytelling, building strong and authentic India–Korea partnerships in the creative economy is more important than ever.