The global fascination with culture–driven by K-pop, K-beauty, and K-drama–has significantly influenced the retail market worldwide. According to a report by the Korea Foundation, the number of Hallyu (as the Korean Wave is called) fans worldwide reached nearly 100 million in 2023, highlighting the widespread appeal of products inspired by Korean culture. There is a huge Korean retail boom in India as well, with Korean products across categories–from snacks and sauces to cosmetics and clothing–finding favour among the Indian youth.
Childhood friends from Indore, Mohit Khurana and Gaurav Karmani–who are now based in Pune–decided to capitalise on the burgeoning Korean Wave in the country and launched the lifestyle brand last year. “In India, the middle class’s increasing disposable income has fuelled a demand for premium yet affordable Korean goods, amplified by social media influencers and celebrities. This trend has created a lucrative market, blending traditional and modern elements,” says Mohit Khurana, Co-founder and CEO, Uni Seoul.
Khurana had earlier worked in the fields of , fintech, and SaaS, while his friend Karmani had expertise in the retail sector, having taken up the master franchise for Revlon cosmetics. The Uni Seoul brand strives to embody the vibrant, stylish, and innovative spirit of South Korea, combining functionality with superior quality and design. It also seeks to make Korean fashion and lifestyle accessible and affordable to a diverse.