The New Wave of Digital Culture: Kindlife Makes Trend Discovery Easy for Gen Z

kindlife, young India’s favourite destination for global beauty and wellness, today announced a landmark move in the Indian digital landscape with the launch of “Seoul Searching,” first Indian K-drama micro-drama series.

This eight-part series was filmed in India-

Blending the high-emotion aesthetics of Hallyu with a distinctly Indian narrative, kindlife is moving beyond traditional e-commerce to become a primary storyteller for Gen Z. Set in India, the eight-part series follows the life of Ananya as she searches for connection with her “Mr. Seoul.”

Culture-based search for Gen Z-

The strategic launch comes at a time when the Hallyu wave has evolved from a niche trend into a dominant cultural force influencing beauty, fashion, and lifestyle. Speaking on the launch, Radhika Ghai, Founder & CEO, says, “For today’s Gen Z, discovery is happening primarily through culture. They’re spending three to four hours on short-form content, and the way this generation experiences beauty is fundamentally different. We’re meeting them where they are, on their screens, through storytelling that’s relatable and entertaining.”

Young India's media consumption patterns are changing-

The decision to adopt the micro-drama format is backed by explosive market data indicating a shift in how young India consumes media. By the end of FY2025, the market for short-video edutainment in India is projected to reach a US$50 million monthly run-rate, having grown 8–10x in the six months ending March 2025. The format has proven particularly popular among young audiences across the country, mirroring the success of China’s micro-drama market, estimated at US$5.5–6 billion.

Perfectly aligned with mobile-first consumption-

Riding this global trend, kindlife has identified that bite-sized storytelling aligns perfectly with declining attention spans and mobile-first consumption. The series represents a shift toward the platform’s “edutainment” approach, where content acts as a bridge between consumer interest and brand loyalty.

Comprehensive content-based strategy-

As kindlife celebrates its fourth anniversary with a community of over 2.5 million users, Seoul Searching marks just the beginning of a larger content-led strategy. The kindlife app already sees some of the highest time spent in the category, driven by a highly engaged community, and this foray into original production is designed to further solidify that leadership.

Strong position at the confluence of culture and commerce-

Radhika Ghai adds, “This is just the beginning. We’re set to launch five new original dramas in the coming quarter. By positioning ourselves at the intersection of culture and commerce, kindlife is ensuring it remains the default destination for a generation raised on reels but craving richer, episodic narratives.”

About kindlife:

At kindlife, our vision is to build a world where self-care is an everyday essential. We're bringing a fresh perspective to India's beauty and wellness landscape by curating the best globally trending brands, including sought-after Korean and Japanese beauty. We're on a mission to revolutionise the beauty experience in India. With our Kindbox vertical, we exclusively bring global brands, enabling them to tap into the immense potential of India’s 700 million Gen Zillennial beauty consumers. Our passionate community of 2.5 million is at the forefront of shopping, learning, and sharing.