Harmony in Influence: Unraveling the Dynamics of India-South Korea Soft Power Synergy

Abstract

This article examines the synergistic soft power dynamics between India and South Korea, two nations with complementary cultural strengths that enhance bilateral relations and global influence. Drawing on Joseph Nye’s framework, it highlights India’s soft power rooted in ancient heritage—Bollywood’s global appeal, yoga’s universal wellness ethos, and spiritual philosophy, contrasted with South Korea’s modern Hallyu wave, encompassing K-pop, K-dramas, and technological innovation exemplified by brands like Samsung. Historical ties, from 4th-century Buddhist transmission to the legendary Princess Suriratna, provide a foundational anchor, reinforced by modern milestones such as the 1973 diplomatic relations, 2009 CEPA trade agreement, and 2015 Korea-India Friendship Year. The analysis explores institutional mechanisms like the Indian Cultural Center in Seoul and the Korean Cultural Center in New Delhi, which facilitate joint festivals, film co-productions, and educational exchanges. Economic interdependence, with bilateral trade exceeding $23 billion by 2023, amplifies cultural outreach through diaspora networks and corporate initiatives. Shared democratic values and non-alignment principles further solidify this partnership, evident in multilateral forums like ASEAN and the UN. Despite strengths, challenges persist: India grapples with domestic inequalities undermining its image and limited media penetration, while South Korea risks over-reliance on Hallyu amid geopolitical tensions with North Korea and China. Mutual perceptions reveal urban-youth fascination with Korean pop culture in India and growing yoga/Bollywood appreciation in South Korea, though stereotypes linger. Case studies, including the Queen Heo Memorial in Ayodhya and K-pop-Bollywood collaborations, illustrate practical synergy. A comparative assessment underscores opportunities for mutual learning—India adopting South Korea’s coordinated public-private cultural promotion, and South Korea diversifying beyond pop culture with traditional elements. Recommendations urge expanded joint media projects, scholarship programs, and tourism initiatives to sustain momentum. Ultimately, this soft power alliance positions India and South Korea as counterweights to Western cultural dominance, fostering a resilient, multipolar diplomatic model in Asia.

DOI: 10.46700/asssr/2025/v7/i2/174