India and South Korea are positioning themselves to revolutionize the global entertainment industry by combining their unique strengths in content creation and technology. According to India's Minister of State for Information and Broadcasting L. Murugan, both nations should harness the creative energy of their young populations to drive the content economy forward, as their media industries naturally complement each other.
Speaking with The Korea Herald during his first ministerial visit to the Busan International Film Festival, Murugan emphasized the expanding horizons of the content economy. He applauded Korea for setting global standards in innovation through the Korean Wave, while highlighting India's unmatched scale and storytelling diversity. "Youngsters today are brilliant and are driving soft power and the creative economy. Each mobile phone holder is potentially a content creator," Murugan stated.
The Korean Wave, or Hallyu, has transformed from a niche trend into a significant cultural force in India, with post-pandemic growth driven by open-minded millennials whose enthusiasm for Korean content is boosting demand for Korean products. Murugan noted that content has evolved dramatically, from four-hour films to 20- to 30-second shorts, where young creators now convey ideas and themes with remarkable efficiency. "This is the soft power India and Korea must harness," the minister stressed.
Murugan believes that through industry-to-industry partnerships, India and Korea will co-create films, streaming series, animation, and live events that will travel far beyond their borders. He pointed to enormous potential in VFX, immersive media, and technology collaborations, calling them key to positioning Asia as a true powerhouse in global media and entertainment. The minister envisions combining India's creative talent with Korea's technological prowess in artificial intelligence, virtual reality, and data analytics to develop innovative content creation, personalized viewing experiences, and smarter distribution methods.
Several major collaborations are already underway, demonstrating the growing partnership between the two nations. CJ ENM has partnered with Amazon Prime Video to expand Korean content's global reach through its 200 million-plus subscribers, highlighting Prime Video's push to globalize Korean entertainment. Meanwhile, K-pop powerhouse Hybe launched its Indian subsidiary Hybe India, and Korean gaming companies like Krafton are thriving in India's rapidly growing gaming market.
During his Seoul visit, Minister Murugan met with Krafton CEO Changhan Kim to explore deeper industrial ties in gaming and e-sports. "We can combine Korea's quality and global influence with India's scale and diversity to create content that resonates worldwide. Together, we can shape the future of Asian storytelling – not just in film, but also in gaming, animation, and digital platforms," he explained.
When asked about challenges such as language barriers, market access, and intellectual property issues in joint India-Korea productions, Murugan outlined India's comprehensive approach to bridging these differences. India is promoting multilingual content, high-quality subtitling, and cultural consulting to overcome these hurdles. The country is working through platforms like India Cine Hub and the India-Korea CEPA to ease trade barriers and facilitate co-productions, while also promoting high-quality localization, dubbing, and writers' exchanges to foster authentic cross-cultural storytelling.
Addressing the question of why Korean content enjoys huge popularity in India while Indian content remains less visible in Korea, Murugan attributed this imbalance to access rather than content quality. "By leveraging co-productions, OTT platforms, curated showcases, and cultural diplomacy, Indian content can gradually secure mindshare in Korea – just as Korean content has done in India," he said.
The collaboration framework has been steadily developing since the 2015 India-Korea Audio-Visual Co-Production Agreement. This agreement, operating under the India-ROK CEPA (a 2010 bilateral trade deal), enables the co-production of films, animation, and broadcasting programs between India and South Korea. Murugan noted that since this agreement, collaboration has grown steadily, with Korean participation at the recent Waves 2025 summit in Mumbai being particularly significant, where several media professionals expressed interest in working with India.
Referring to India's long-term development agenda, Murugan explained that India is moving towards Viksit Bharat 2047, with youth driving science, technology, and the economy. He drew parallels with Korean youth, such as those behind BTS, who are similarly shaping the media and entertainment landscape. The Waves 2025 summit in Mumbai reflected Indian Prime Minister Narendra Modi's vision for the creative economy, according to Murugan.
Looking ahead, Murugan plans to boost co-productions, tech-driven projects, and digital distribution initiatives. The National Film Development Corporation-National Film Archive of India (NFDC-NFAI) is preserving over 2,500 films through professional restoration. The ministry will host the 56th International Film Festival of India next month in the state of Goa, continuing its commitment to empowering new storytellers through awards like best debut and rising stars, along with initiatives like Creative Minds of Tomorrow.
L. Murugan, born in 1977 in the southeastern Indian state of Tamil Nadu, currently serves as India's minister of state for information and broadcasting and for parliamentary affairs. He previously served in the Ministry of Fisheries, Animal Husbandry and Dairying, holds a Ph.D. from the University of Madras, practiced law for 15 years, and has been active in student politics since 1997. His vision represents a new chapter in India-Korea cultural cooperation, where both nations can set new industry standards and drive the future of digital entertainment worldwide.
