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It’s subtle, but it’s everywhere. From the matcha you sip on a Sunday morning to the Korean skincare aisle that’s replaced your favourite French brand; from a Goa bachelorette planned in Bali to playlists filled with K-pop and Thai lo-fi tracks. India, once obsessed with the American dream, is quietly turning its gaze more East. What started as curiosity- sushi rolls, K-dramas, Japanese anime has grown into something that affects lifestyle, travel, even a new cultural identity.

And this isn’t a fleeting trend, Agoda’s travel data based on searches made by Indian families between September to October 2025 for check-ins between December 2025 to February 2026 compared to the same period the year prior shows a significant spike in Indian interest in Asian destinations

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