Karnival is a notion that, in my perspective, represents celebration. It's an accepting environment where we take pride in our work. It all comes down to our sense of unity, connection, and belonging.
Culture and compassion are key, and we hope to live true to our tagline, "One place to go for the all of South Korean."
We've made the hashtag because we want to inform you everything there is to know about K.
"EmbraceYourK." The letter K is a symbol of Korean love.
Content and commerce will be integrated, with Love Karnival serving as the content and Shop Karnival.
Through our commerce project, we want to provide people the ability to own the art of K for all time. We're giving out gorgeous and well-liked designer goods to everyone in our community as a way of saying "thank you" for K. At Karnival, we don't think in limits and are constantly looking for new ways to explore and grow.
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Karnival.pdf
1. Internship Report - Karnival
A Project Submitted to
HSNC University, Mumbai for partial completion
of the degree of Master in Commerce Under the
Faculty of Commerce
By
Shreya Sharma
Under the Guidance of
Prof. Dharti Narwani
2. Table of Contents
Sr. No. Contents Page No.
1. Declaration
Certificate
Acknowledgment
Preface
Internship Letter
3-7
2. Executive Summary 8
3. Introduction
-About Karnival
11 – 23
24
4. Statements and Objectives 31
5. My Role in the Organization during
Internship
32
6. Challenges 37
7. Conclusion 39
8. Bibliography 40
3. Declaration by Learner
I the undersigned Miss Shreya Sharma (Roll No. 055 & M.com BM SEM IV) here by, declare that the
work embodied in this project work titled “Internship Report- Karnival”, Forms my own contribution to
the research work carried out under the guidance of Prof. Dharti Narwani is a result of my own research
work and has not been previously submitted to any other University for any other Degree to this or any
other University.
Wherever reference has been made to previous works of others, it has been clearly indicated as such and
included in the bibliography.
The learner has complied with the provisions of the UGC (Promotion of Academic Integrity and
Prevention of Plagiarism in Higher Educational Institution) Regulation 2018.
I, here by further declare that all information of this document has been obtained and presented in
accordance with academic rules and ethical conduct.
Shreya Sharma
Name and Signature of the learner
Certified by
Name and Signature of the Guiding Teacher
4. H.R.COLLEGE OF COMMERCE AND ECONOMICS
VIDYASAGAR PRINCIPAL K. M. KUNDNANI CHOWK123, D.W. ROAD,
CHURCHGATE, MUMBAI–400020
Certificate
This is to certify that Ms. Shreya Sharma (Roll No.055 & M.Com BM SEM
IV) has worked and duly completed her Project work for the degree of
Master of Commerce under the Faculty of Commerce and her project is
entitled , “Internship Report- Karnival” under my supervision. I further
certify that the entire work has been done by the learner under my guidance
and that no part of it has been submitted previously for any degree or
diploma of any University.
It is her own work and facts reported by her personal findings and
investigations
Seal of the College Signature of Guiding Teacher
Date of Submission: 14/04/2022
5. To list who all have helped me is difficult because they are so numerous and the depthsso
enormous.
I would like to acknowledge the following as being idealistic channels and fresh
dimensions in the completion of this project.
I take this opportunity to thank the HSNC University for giving me chance to do this project.
I would like to thank my Principal, Dr. Pooja Ramchandani for providing the necessary
facilities required for completion of this project.
I take this opportunity to thank our Coordinator Dr. Jasbir Sodi, for her moral support
and guidance.
I would also like to express my sincere gratitude towards my Project Guide, Prof.
Dharti Narwani whose guidance and care made the project successful.
I would like to thank my College Library, for having provided various reference books and
magazines related to my project.
Lastly, I would like to thank each and every person who directly or indirectly helped me in
the completion of the project especially my Parents and Peers who supported me
throughout my project.
6. PREFACE
It is a wonderful opportunity for me to be a part of the M.Com in Business Management programme
at H.R. College of Commerce and Economics, and we are obliged to write a report on our Internship
"Karnival" in order to obtain information. The primary goal of completing this project report is to get
knowledge about various Advertising and Sales tools.
I have incorporated different concepts, consequences, and history related to South Korea's Korean
wave, commonly known as Hallyu, and how it inspired many individuals in this Internship Report.
While preparing this report, I gained a better understanding of the work I do and how we, as a firm,
have dealt with various responsibilities and situations. We learn about the value of teamwork and
dedication to the job through this report.
The whole project has been divided into 6 chapters:
⮚ Executive Summary
⮚ Introduction on the Company and Hallyu
⮚ Statement and Objectives
⮚ My Role in the Organization during the internship
⮚ Challenges
⮚ Conclusion
Shreya Sharma
7.
8. Executive Summary:
In India, the growth of South Korea's pop culture wave, also known as Hallyu, has made an impact.
PSY and Gangnam Style were unknown to Indians five years ago. It is now more mainstream, thanks
to the emergence of the K-pop genre, and it is not uncommon for Indians to discuss Korean culture
and music. According to a survey performed by the Korea Tourism Organization, about 90% of
Indians are passionate about the culture of Korea. In reality, it's more common in cities like New Delhi
and Mumbai, where young people frequently express an interest in Korean culture.
South Korean television dramas and well-known songs gained enormous popularity in Asian countries
such as China and Japan from the mid-1990s to the mid-2000s. When the Chinese substantial state
telecaster China Focal TV (CCTV) broadcasted the television dramatisation "What Is Love" in 1997,
it ranked second in China's record-breaking imported video material. The word Hallyu, or "Korean
Wave," originally appeared at that time, alluding to the worldwide craze for Korean culture. The
growth of the Korean Wave was mostly pushed by Korean kid groups and young woman groups
known as symbol stars, such as enormous detonation and Young ladies' Age, from the mid-2000s to
the mid-2010s. During this time, the Korean Wave grew in popularity around the world, notably in
Latin America and the Center East past Asia, particularly adored by youngsters in their teenagers and
20s.
Since the 2010s, the Korean Wave has been pushing the boundaries of its influence, having developed
a considerable presence in mainstream society through television dramatizations and music. The craze
has spread to Korean traditional culture, food, writing, and language as the extraordinary appeal of
Korean culture has become widely known to people all over the world through global internet-based
platforms such as YouTube and long-distance interpersonal communication benefits, resulting in an
ever-growing number of devotees.
In 2020, the film Parasite, which was nominated in six categories, received four driving accolades at
the 92nd Institute Grants, including Best Director and Best Picture, paving the way for Korean films
to be seen all over the world.
In Korean culture, the number of Hallyu-related organisations is continuously expanding. The number
of these organisations grows at a rate of 7% every year, whereas the number of people grows at a rate
of 36%. By 2020, the total number of people worldwide who have joined Hallyu-related organisations
will have topped 100 million. This represents a five-fold growth over the previous five years. The
majority of them are K-pop fan clubs, such as BTS's global authority fan organisation Armed Force
and BLACKPINK's true fan club Flicker. In several areas, such as South Korean performances, food,
9. and the travel industry, various associations and networks are operating.
The India-South Korea connection is shaped not only by state-run institutions, but also by individual-
to-individual relationships and the growing popularity of South Korean mainstream culture in India.
The 1991 financial reforms in India, as well as the Look East Arrangement, which began in the 1990s,
boosted monetary links between the two countries and paved the way for companies like Samsung,
Hundai, and Daewoo to grow in popularity. It is fair to state that Hallyu/Korean wave (a phrase
referring to K Pop's international fame, as well as Korean films and shows) and individual to
individual trades have played an important role in raising awareness about numerous Korean products
and foods. An interesting statistic highlights the popularity of South Korean beauty care products:
nearly 40% of Indian women reported that their healthy skin routine included 25% Korean items.
With a growing Indian middle class becoming increasingly connected to the rest of the world through
travel, education, and, most importantly, technology, demand for South Korean goods in India is likely
to rise. This demand for South Korean goods is unlikely to be limited to a few cities; in fact, several
tier two cities have purchasing power on level with, if not exceeding, metros. Foods and snacks from
South Korea, notably noodles, have a large market potential. Reasonable pricing, excellent marketing,
tapping into undeveloped areas, and adapting to local tastes are all crucial. Wang Ramen's success can
be used as a model for other businesses wanting to break into the Indian market.
Since 1991, when monetary changes were enacted, India's political and financial connections with
South Korea have strengthened substantially. The Comprehensive Monetary Association Arrangement
strengthens the financial connection (CEPA). From January to December 2020, commerce between
India and South Korea was 16.9 billion dollars. It's worth mentioning that the respective exchange
rates of the two countries have been hanging around the $20 billion USD mark of late, topping $21
billion USD in 2018. There is a push to expand two-way contact, and India has called for a CEPA
review to lower the import/export imbalance and improve access to the South Korean market for
Indian enterprises.
Increasing popularity of Korean products Pan India:
In the National Capital Region, Gurgaon (Haryana) is home to a high number of Korean firms and
expats, as well as a number of authentic Korean eateries. Korean food and other products, particularly
cosmetics, are gaining popularity in other regions of the country, particularly in southern Indian states
such as Andhra Pradesh, Telangana, and Tamil Nadu, as well as smaller cities in the north-eastern
region.
10. What is Karnival:
Karnival, as a concept, stands for festivity, in my opinion. It's a platform of acceptance where we take
pride in what we do. It's all about belonging, togetherness, and the bonds we form with one another.
It's all about culture and caring, and we'd like to live up to our tagline, "Your one-stop shop for
everything South Korean."
We want to tell you everything there is to know about K, so we've created the hashtag
"EmbraceYourK." Korean love is symbolised by the letter K.
Karnival has two initiatives to offer,
● Love Karnival
● Shop Karnival.
We intend to integrate content and commerce, with Love Karnival representing content and Shop
Karnival representing business, as we frequently say. We intend to provide individuals with the art of
K through our commerce initiative, which they will be able to keep forever. To show our thanks for K,
we're giving out lovely and well-liked designer goods to everyone in our community. We don't believe
in boundaries at Karnival, and we're always seeking for new ways to explore and expand.
We have various departments;
⮚ Team Human Resources
⮚ Team Graphics
⮚ Team Social Media
⮚ Team Finance
⮚ Team Content writers
⮚ Team Video editing
⮚ Team Community and Outreach
For the time being, we are expanding our business with our designer products and apparels.
11. Introduction:
How did the relations between South Korea and India start?
However, for some South Koreans, Ayodhya, which is best known as the birthplace of the Hindu hero
Ram, has a special meaning. Many people claim their forefathers hailed from the city. This idea is
based on a variety of historical Korean stories about an Indian princess named Suriratna who married
a South Korean ruler and founded a dynasty.
Princess Suriratna, also known as Heo Hwang-ok, is supposed to have come in Korea in 48 AD, more
than 2000 years ago, and established the Karak dynasty by marrying a native king. The then-King of
Ayodhya had a dream in which God commanded him to send his 16-year-old daughter to marry King
Kim Suro in South Korea, according to some Chinese-language scriptures. The royal pair was
successful. They had 10 sons and both lived to be over 150 years old.
India-South Korea Ties:
Engagement During Korean War:
Following Korea's independence in 1945, India played a pivotal and significant role in the country's
affairs.
o K.P.S Menon, India's first foreign secretary, was the Chairman of the nine-member United
Nations (UN) Commission that oversaw elections in Korea in 1947.
o During the Korean War (1950–1953), all sides agreed to a UN resolution sponsored by India
asking for a cease-fire, which was declared on July 27, 1953.
Start of Bilateral Relations:
The first consular connections between the two countries were established in 1962. In 1973, it was
promoted to Ambassador status.
o This development had only a minor impact on trade and commercial relations, let alone
political and interpersonal relationships.
o In the 1990s, even then-Prime Minister P.V. Narasimha Rao's much-touted Look East Policy
12. (LEP) failed to produce any discernible improvement in India-South Korea relations.
13. Start of Strategic Convergence:
In February 2006, then-Indian President APJ Abdul Kalam paid a significant visit to Seoul at a critical
juncture, paving the way for a more lively era in India-South Korea relations.
o It led to the formation of a Joint Task Force to negotiate a bilateral Comprehensive Economic
Partnership Agreement (CEPA), which went into effect on January 1, 2010.
o It also resulted in the two countries forming a strategic relationship, which was eventually
upgraded to a'special strategic partnership' in 2015.
Furthermore, India and South Korea have been regarded as rising above convergent regional concerns
in Asia as democracies. For Asia's middle-power democracies, who are confronting a growing and
collective challenge from authoritarian China, democracy strengthening and partnership can be a
significant platform. The Indo-Pacific quadrilateral, which comprises India, Japan, Australia, and the
United States, is establishing a democratic bloc, but it will need the help of other intermediate nations
such as South Korea and Indonesia. As a result, there will be a lot of thought and discussion among
the many players representing South Korea and India.
For years, various states in India's northeast have seen many features of Korean culture as a significant
source of consumption. Apart from that, there has been a growing interest in Indian Bollywood films in
South Korea.
o Films, music, cuisines, and other cultural affinities, among other things, have a significant
potential to develop and enhance people-to-people contacts between India and South Korea.
o It has institutionalised attention, for example, 3 Idiots, an Indian blockbuster film, is being played
and watched in various Korean schools to enhance students' self-esteem and encourage them to
pursue their interests.
14. Hallyu and Why it’s increasing in India:
Korea's rapid economic transformation from one of the world's poorest countries in the 1950s to
participation in the Organisation for Economic Co-operation and Development (OECD) in 1996
shocked the world, earning it the moniker "Miracle on the Han River." Over the course of a few
decades, Korea transformed into an economic powerhouse and one of the world's leading producers
and exporters of steel, ships, automobiles, cell phones, and other items. In recent years, the 'Korean
Wave,' or Hallyu, has taken the world by storm. The term refers to the popularity of Korean cultural
products in Asia and other regions of the world, like as music, dancing, dramas, films, food, fashion,
and cosmetics.
Cultural industries have risen to prominence as one of Korea's new engines of economic growth,
bringing in billions of dollars for the country's export-dependent economy. The Korean government
has played a vital role in the promotion of various cultural industries through cultural diplomacy. The
Korean Wave, on the other hand, has had little impact on India. Except for a few areas in India's
north-east, where it has had some impact, the rest of the country is largely uninformed of the incident.
In recent years, the Korean government has worked hard to promote the Korean Wave in India.
Kpop:
K-pop, or Korean pop music, has grown at a greater rate than any other genre in the twenty-first
century. It comprises dance-pop, pop ballads, techno, rock, hip-hop, R&B, and other genres. South
Korean popular music was initially known as gayo, or pop music, and was dubbed K-pop. The term
"pop," which traditionally referred to British and American pop music, has recently been prefixed
with the first letter of a country's name to refer to popular music from other countries, such as "K-pop"
from Korea.
"Gangnam Style's" worldwide success was shortly followed by a surge in popularity for the Korean
boy band BTS. This gained international attention, leading in the adoption of K-pop as a genre on a
global scale.
K-pop offers a unique value in a variety of sectors, not only music. K-success pop's stems from a
spectacular presentation that combines strong singing abilities, stage manners, and flamboyant
dancing techniques. Idol groups' songs and choreography for flawless performances are not created in
a day or two. Years of meticulous preparation, methodical training programmes, and perspiration
during their trainee times are credited with their success. K-ever-increasing pop's appeal can also be
15. attributed to active communication with fans. Idol group members are committed to using social
16. media to communicate with their fans in real time, allowing them to swiftly create better intimacy and
relationships with them.
K-Drama:
South Korean dramas are gaining international prominence as an independent genre known as
K-dramas, in addition to the Hallyu mania. Between 2003 and 2004, a multi-episode television series
on royal food was broadcast in 91 countries around the world, including Japan, China, and Turkey.
The Korean Wave was widened by this play, which included Korean food, fashion, and health, as well
as awakened international interest in Korean culture.
In 2019, Netflix's first original Korean drama, Kingdom, had a successful international run. It's
incredible to observe how openly international viewers praised the Joseon dynasty's building and
clothing traditions. The popularity of the traditional Korean men's headgear known as gat contributed
to an increase in sales on Amazon.com, a global online shopping website.
Movies:
With the increasing global popularity and globalisation of the Korean film industry, South Korean
cinema has become a big market in the world. South Korea's cinema sector was worth USD 1.6 billion
in 2018, out of a global film market worth USD 41.1 billion, according to the Motion Picture
Association of America (MPAA), making it the world's fifth largest behind North America, China,
Japan, and the United Kingdom. South Korea has the world's greatest attendance frequency per capita,
with Korean films accounting for 51% of domestic box office receipts. Korean cinema has a 101-year
history and has won awards at international film festivals for its artistic genius. It is currently readily
available all around the world.
17. When Parasite won four Academy Awards at the 2020 Oscars, including Best Picture, Directing,
International Feature Film, and Writing, the world media began to pay attention to Korean cinema.
For example, the Guardian newspaper in the United Kingdom recommended The Handmaiden, while
Rotten Tomatoes, an American film and television review aggregation website, highlighted Poetry.
Furthermore, South Korea hosts a number of international film festivals to raise the profile of its films,
which act as a catalyst for the growth of the Asian film industry. Each year, the Busan International
Film Festival, South Korea's largest film festival, the Bucheon International Fantastic Film Festival,
and the Jeonju International Film Festival, for example, draw filmmakers from all over the world.
South Korea's burgeoning business in India, because to its soft power, has become a kind of cultural
weapon for the country. The rising popularity of Korean Pop and Korean Dramas has prompted the
Indian public to consume large amounts of the entertainment. As a result of these onscreen stories,
there has been a surge in interest in not only Korean food, language, and culture, but also Korean
lifestyle and Korea as a dream destination for many. You may use testimonies like these to inspire me:
Hallyu has become a part of many people's daily life rather than just a source of pleasure. "Hallyu
seemed like a new universe to me, too different from the world where we live, and through the dramas
and stuff, it kinda makes us feel like we're experiencing it too," says Krishna, an 18-year-old student.
It's incredibly fascinating and great, and it makes you feel as though you're learning more and more.
But you'll never get tired of it."
K- Food:
In 2020, the COVID-19-led lockdown accelerated Korean culture advocacy and acceptance in India.
Home isolation provided Indian consumers with the time and opportunity to immerse themselves in
Korean culture through K-Dramas and K-Pop, as well as through K-food. The expanding popularity of
K-Food in India offers a once-in-a-lifetime opportunity for Korean food makers, ingredients and
condiments manufacturers, and the Consumer Foodservice sector in India beyond 2020.
The popularity of K-dramas and K-pop in India has encouraged the uptake and consumption of K
noodles. Netflix, an online streaming site, reported an increase in viewership of Korean dramas and K
pops in 2020, and the import of Korean noodles in India also saw a volume increase.
It's no surprise that Indians are attracted to Korean cuisine. Ingredients like rice, noodles, veggies, and
meat, as well as sesame oil, chilli, pepper, soy, and spices, are found in both Korean and Indian
cuisine. A Korean meal consists of a protein source such as meat or tofu, broth, rice, and side dishes
18. such as kimchi, seaweed, and anchovies, among other things. Korean cuisine has grown in popularity
as a result of the health benefits it provides as well as the impact of K-dramas. With easy access to
knowledge and recipes on the internet, Indian customers are not afraid to experiment with food and
are adding an Indian flavour to the cuisine.
Korean noodles can also be found on e-commerce sites such as Amazon, Flipkart, and BigBasket.
Other Korean specialty formats are following suit and taking advantage of the chance. Korean foods,
condiments, and instant noodles are available on Korikart.com, an India-based online marketplace that
specialises on Korean products and brands. In India, Korean specialty foodservice shops such as Daily
Sushi in Bengaluru and Hahn's Kitchen in Gurugram have grown in popularity. Across conjunction
with South Korean boyband BTS, McDonald's has launched a BTS Meal in South and West India
across several platforms.
Due to its growing fan base, Korean culture acquired widespread recognition in India in 2020 and will
continue to do so in 2021.
If K-noodles were to become more widely available, they would have to contend with established
Indian brands like Maggi and Yippie! Korean food makers currently have the chance to grow their
distribution and market among a small group of consumers who are eager to try new things and pay a
premium for noodles. The rise of K-food in India, the arrival of Korean businesses, and how the
Indian market adjusts to this new flavour will all be fascinating to watch.
Korean cuisine is interestingly acknowledged as a well-being diet, not simply out of curiosity, but in
keeping with the global trend toward healthier eating. Korean cuisine emphasises a well-balanced diet
of carbs, proteins, and fats, as well as enough vitamin and mineral intake through vegetable side
dishes. The World Health Organization (WHO) designated Korean food as a nutritionally well-
balanced model in 2004 in acknowledgment of these advantages. In its prediction of the most popular
meals in 2020, USA Today, a general-interest daily in the United States, chose kimchi, along with
Vietnamese rice noodles and cabbage.
While Koreans and other Asians used to be the majority of customers at Korean restaurants, locals
now make up more than half of the total.
According to a survey, bibimbap and bulgogi are the most popular dishes in Korean restaurants in
Paris, with bibimbap being identified as a vegetable-oriented well-being food in particular.
More people have recently attempted to prepare their own Korean dishes using recipes from Korean
20. K-Webtoons:
Webtoons, or digital comics, created in Korea, according to Hyunwoo Thomas Kim, co-founder,
president, and CEO of Kross Komics, will be the next big thing. Kross Komics is a one-of-a-kind
webtoon platform that launched in India in December 2019. The app has over 4.5 million downloads
after only 1.5 years of existence, with about half of them being females. "With a large number of
webtoons in the romance/rom-com category, as well as global best-selling stories," he says, "this new
kind of entertainment is a highly interesting option to binge on."
The K-Fandom:
More individuals are becoming K-fans as a result of the abundance of Korean content available on
streaming services, YouTube, and other media platforms. Fans of K-pop in India are so enamoured
with the culture that practically every K-pop group has its own fan club. One such group is
'armybtsindia,' which has 1.2 lakh followers. "The group is quite active with all BTS updates—their
new albums, TV appearances, news pieces on them, their upcoming concerts and lovely images,"
Daisy Ray, a 26-year-old BTS fan and member of armybtsindia, adds. It's a genuine pleasure."
"I started listening to BTS in 2015," Rajlakshmi Indulkar, a third-year student at Mumbai's Sophia
College, explains. Their message of accepting and loving yourself for who you are resonated with me
the most. They motivate me to pursue my goals, to work hard to attain them, and to believe that
dreams can be realised with hard work and dedication."
The Korean entertainment phenomenon is still in its early stages. The future of the K-phenomenon
will be determined by how Korea's entertainment industry innovates.
Music Theater:
Korean theatregoers can see Broadway musicals like Jekyll & Hyde and Chicago, as well as
contemporary musicals written and directed by Korean artists whose inventiveness is admired
throughout the world. By embarking on performance tours or providing licenced musical
performances across Southeast Asia, such as Japan, China, and Taiwan, Korean musical theatre actors
are igniting a K-musical boom. Finding Mr. Destiny and Laundry(BBALLAE) are two representative
musicals, both of which have been great blockbusters in South Korea.
21. Idols have frequently appeared in musicals in recent years, providing crucial possibilities for their
international followers to become interested in K musicals.
Music:
Many Korean classical musicians are making waves in the classical music world.
Cho Sung-jin, a pianist, became the first Korean to win the famous International Frederick Chopin
Piano Competition in Warsaw, Poland, in 2015. Sohn Jeung-beum, a pianist, became the first Korean
to win First Prize in the piano category at the ARD International Music Competition in Munich,
Germany's largest international classical music competition.
In 2016, Korean vocalists took the top three seats in the Gian Battista Viotti International Music
Competition in Vercelli, Italy, and Korean pianists won the top three spots at the Prague Spring
International Piano Competition.
Sumi Jo (soprano), Hong Hei-kyung (soprano), Shin Youngok (soprano), Kwangchul Youn (bass), and
Samuel Yoon (bass baritone) are just a few of the notable vocalists from South Korea who are sought
after by classical music fans all over the world. Yeol Eum Son (piano), Dong-hyek Lim (piano), Sarah
Chang (violin), and Zia Hyunsu Shin (violin) are featured in instrumental music.
Lee Hee-ah, regarded as a four-fingered pianist, is also well-known for her outstanding performances
and her battles against adversity. Han Tong-il and Kun-woo Paik, two of Korea's first generation of
classical pianists, wowed foreign audiences between the 1950s and 1970s and continue to perform for
their adoring admirers.
In recent years, Chung Myung-whun, a world-renowned pianist, has garnered greater appreciation for
his conductorship. Before becoming the artistic director and resident conductor of the Opéra de la
Bastille in Paris, he conducted some of the world's most prominent orchestras, including the Berlin
Philharmonic and the London Philharmonic. He has also led the One Korea Youth Orchestra and
served as the principal conductor of the Seoul Philharmonic Orchestra. His two sisters, violinist
Chung Kyung-wha and cellist Chung Myung-wha, are likewise well-known in the international music
world as members of the Chung Trio.
22. Kim Eun-seon, a world-renowned South Korean conductor, will be the San Francisco Opera's new
musical director beginning in 2021. As the first female director of a major opera house in the United
States, she will usher in a new era in the world of classical music.
Contemporary Dance and Ballet:
The National Dance Company of Korea was founded in 1962, and it gave the Korean people the
impetus to become more interested in modern dance. The new environment eventually gave rise to Sin
Cha Hong (or Hong Sin-ja, born in 1943), a brilliant dancer who is now regarded as Korea's first
avant-garde dancer and outstanding performance artist. She studied dance with Alwin Nikolais in the
United States and worked there until 1990, when she returned to Korea to participate in numerous
contemporary dance events.
The Korean National Ballet, the Universal Ballet, and the Seoul Ballet continue to perform classical
ballet both at home and abroad today.
In comparison to other successful ballet dancers, Seo Hee joined the ABT Studio Company in 2004
and rose through the ranks to become a major dancer in 2012. Kim Ki-min was the first Asian
ballerina to enrol and become First Soloist with the Mariinsky Ballet, one of the world's most
prestigious ballet companies, in 2011.
Park Seon-mee, a student at Korea National University of Arts, was the first Korean to win the
Moscow International Ballet Competition in June 2017, one of the world's three main ballet contests.
Park Se-eun is the first Korean ballerina to join the Paris Opera Ballet as a lead dancer (Premier
Danseur).
Contemporary art:
Korean contemporary art appears to be gaining in popularity as Korean artists continue to achieve
major accomplishments on the international scene.
Nam June Paik, a Korean-born video artist who died in 2006, is regarded as the father of
23. contemporary video art. Major collectors from all over the world are paying attention to Dansaekhwa
masters Lee Ufan, Ha Chong-hyun, and Park Seo-bo. In 2020, the Ecriture series of paintings by Park
Seo-bo was successfully shown at the Guggenheim Museum in New York.
24. Yang Hye-kyu is a well-known contemporary artist who lives and works in Seoul and Berlin. His
work ranges from paper collage to performative sculpture and large-scale multi-sensory installations.
She was ranked 36th on ArtReview's 2019 Power 100 List, the world's premier international
contemporary art publication published in the United Kingdom. She is now working on solo
exhibitions in the United States, Canada, the United Kingdom, and other countries.
Insa-dong and Samcheongdong in Seoul, where numerous art galleries, including Insaart Center,
Gongpyeong Art, and the Kyung-in Museum of Fine Art, are located, you may see works by well-
known contemporary artists. More art galleries have recently opened in Seoul's Cheongdam-dong and
Hannam-dong neighbourhoods.
South Korea has a number of contemporary art festivals. The Gwangju Biennale, a contemporary art
biennale that began in 1995, is one of the most well-known art festivals.
The Hallyu Beauty:
While South Korea is known as the plastic surgery centre of the world, and surgeries to seem more
like K-pop idols are prevalent, international admirers do not appear to have followed suit.
In the case of India, fans appear to be wary about undergoing any type of cosmetic surgery. In my
study, 90% of respondents stated that they would not want to get plastic surgery. At the same time,
about a quarter of them said they accept and respect the possibility that their favourite celebrities have
had surgery. Some even admitted to disliking their darker skin tone but refusing to get surgery to fix it.
This mentality could be influenced by BTS, a Korean boy band. BTS's mantra of "Love Yourself"
appears to have had a strong influence on Indian fans, with many of them highlighting this as the
reason for learning to be content with one's own distinct characteristics. I asked Prerna Tiwari, the
Admin of Korean Culture India Fan Club, about her experience with Indian fans in an interview.
"Indian Fans are a bundle of energy and passion when it comes to attending and organising events
such as celebrating idols' birthdays and group anniversaries, as well as volunteering and supporting
Korean cultural events," Tiwari says. She focused on the influence of BTS's views on subjects such as
body acceptance and self-confidence, which resonates with younger Indian fans.
Given the importance of skincare in current Korean society, many Indian fans in the study were
inspired to try Korean brands in order to achieve what they described as "flawless skin" among
Korean celebrities. More Indian fans are purchasing Korean skincare and beauty goods as a result of
25. celebrity endorsements. Viki, a global streaming platform offering subtitled TV shows from all over
the world, discovered that viewers were commenting in real time on the makeup and fashion
26. worn by actors and actresses in K-dramas. Viki began offering products highlighted in comments on
their own purchasing platform using this information.
Innisfree, The FaceShop, and Mediheal are the most popular skincare brands among Indians. Innisfree
is the most widely available Korean skincare brand in India, however only in major cities such as
Delhi, Bengaluru, and Chennai do they have outlets. Some poll respondents indicated dissatisfaction
with their inability to use Korean products, either because they are too expensive or because they are
not available in their area. Even so, they make an effort to use at least one Korean cosmetic product in
order to feel more connected to their idols.
Nykaa, India's most popular online beauty store, was the first to make Korean cosmetics more
accessible. Although Korean products were first brought to India in 2013, demand for them began to
develop in 2015. The enormous recognition of Korean pop culture cannot be credited only for the
appeal of Korean items. According to a spokeswoman for Flipkart, another famous Indian
ecommerce company, Korean cosmetic brands are popular due to "the appropriate combination
between pricing, variety, and trendiness." Their simple skin regimens and large selection of sheet
masks have also added value. Innisfree, Laneige, and The Face Shop are three of the most popular
Korean cosmetics brands in India.
K-beauty brands are well-liked in India as a result of all of these qualities. Korean skincare regimes
and where to acquire Korean products continue to be covered by Indian beauty websites and
journalists. Furthermore, popular YouTube makeup artists such as Pony continue to draw more
Korean cosmetics lovers.
Hallyu in India:
Young people of India, as well as their counterparts in other South Asian nations, are becoming a
target market for Korean cultural products as the K-pop industry continues to capture worldwide
audiences with its sparkling attire and innovative music videos. Since December 2017, the number of
Indian visitors visiting South Korea has increased by over 36%. While Indians continue to consume
American and other English-language content, Korean music is gaining popularity in India as more
people want to learn Korean, eat Korean food, and visit Korea. With such a huge young population,
India has the potential to be a lucrative market for Korean entertainment.
28. The integration of Indians into the indigenous population in South Korea is far from complete. In
South Korea, there have been occasional incidents of what appears to be racial prejudice or
discrimination, particularly targeting Indians in the workplace.
Mutual respect for cultural norms, as in any relationship, is essential to establishing a strong
cooperation between two countries. Filling the knowledge gap that creates a chasm between two
powerful cultures is frequently the route to obtaining that respect. How much do Indians in South
Korea understand about how Korean culture influenced the development of a broader Asian
perspective on the world? The defining characteristics of Japanese and Chinese cultures are more
likely to be recognised by the typical Indian mind than those of Korean culture. All of this is in
addition to the hatred directed at certain visiting South Koreans in India.
Indian Culture Center in Seoul:
This trend of India's interaction with a strategically significant Asian country implies that a course
correction is urgently needed. The Indian Culture Centre (ICC) in Seoul, which opened ten years ago,
was a step in the right direction. Its goal was to encourage individuals to meet one another. However,
given the current emphasis on diplomatic activities — which are an important but not exclusive
component of a potentially rich bilateral space — it can be difficult for the typical South Korean to
gain access to its offices and services. The ICC's efforts to broaden understanding of Indian culture,
such as teaching south Indian dances to elementary school students in South Korea or organising
experiential sessions focused on Indian cuisine, are noteworthy. However, if the emphasis of such
initiatives was the average man of South Korea, rather than the urban, English- speaking elite of
Seoul, it could reach an exponentially larger audience. In India, the same might be said for South
Korean cultural centres.
As the regional power balance shifts, India and South Korea may find themselves needing each other
more than ever to maintain their way of life. However, only by bridging cultural divides will both
countries be able to assist one another. A regional hegemon is already encroaching on the Indian
Ocean's domain. For all Asian democracies, the sooner these relationships are renewed, the better.
29.
30. About Karnival:
How it started:
Our Founder (Sneha Arora) and Co- founder (Bhavish Choksi) were intrigued by how strong the bond
is between people and how united the community is. Their journey started back in the days when, they
used to sit on YouTube for hours at end, exploring whole different avenues into the beauty world to
broaden the horizons and it is when they discovered K-beauty, which was a fairly new concept to
Indians back then. They started branching out for whole other opportunities in this field and found a
lot of different genres; yet to be explored here in India such as K-pop, K-Culture, and even their
language. The culture attracted them the most (pop culture being the center of it) and started digging
deep into it. Slowly and steadily the love for this wholesome community blossomed and Karnival was
born. They then started with a conceptual idea of being a Korean beauty subscription service now
turned into a whole new platform, which by harnessing the power of the community intends to marry
content and commerce providing everything that Korean culture holistically has to offer.
People frequently inquire as to why the carnival is spelled with a K. We are the same, with a touch of
Korean, as Karnivals are Pleased, Carefree, and Daring. As a small Solar System body, our team is
referred to as Komets. Our Community’s name is Karnibelles/beaus.
Our Mascot – Karnibella
31. Karnival as an entity stand for:
Even before Karnival, we have always believed in two core values: the first is to always endeavor to
bring value to people's lives, and the second is to either solve a problem or pleasure them with a
surprise. We've seen that one of the issues consumers have when purchasing Korean goods is that the
prices are very expensive, and our country's marketing and distribution channels are limited. We
wanted to be the first platform to introduce "Inspired by K" designer stuff, and we wanted it to be very
affordable so that you could take a little bit of K with you wherever you went without burning a hole
in your pocket and without sacrificing quality. Rather than working in solitude, we believe in
co-creating goods with input from the team and the community.
Karnival's unique offering and driving factor to start this initiative:
Today I read a quote from Jeff Bezos that goes “One of the huge mistakes people make is that they try
to force an interest on themselves. You don't choose your passion; your passion chooses you.”
We never imagined we'd be able to come up with this idea, launching Karnival in the thick of the
coronavirus outbreak, but instead of waiting, we took advantage of the chance and got to work. We're
trying to persuade more and more individuals to join us in challenging the system from the outside,
who look down on us and our community as a whole, in order to have an impact and bring change. We
learned there were more than a million people working in this neighborhood who were connected to K
in some manner, and we saw this as an untapped gold mine. We wanted to give individuals a place to
interact and communicate with one another so that this wave of Hallyu could flourish and spread its
roots. We gave them Love Karnival, in which we gave them the knowledge they desired through our
content, and Shop Karnival, in which we gave them a little bit of K to take with them forever.
32. Shop Karnival different from its competitor:
We are the first designer-based marketplace with goods designs curated by our own in-house graphic
design team rather than obtained from the internet. We believe in delivering uniqueness, and this is
what sets us apart.
Because what we offer is unique, we don't believe we have direct competition in the market. I simply
want to emphasise that everything we're making is a combination of many components, and we're
taking input from not only ourselves, but also our community, team, and audience. I believe that our
attitude, our initiative, and the type of content that we curate, all of these things combined shape us
and our family here at Karnival.
One of the primary reasons for this was our research, which revealed that the K-community was
predisposed towards stationery, and that they desired things on which they could write, store ideas,
keep track of things, and so on, and this prompted us to introduce the products that we have now.
Furthermore, we realised that there were a lot of generic shops selling apparels, and we wanted to do
something different as a platform.
We wanted to establish ourselves as the backbone of a fan-arts or journaling community. In fact, we
were the first in the country to introduce a "K-drama tracker/planner mystical notebook" for keeping
track of your K-drama trip. We wanted to be different in our approach, and we wanted to provide our
target audience, students, a sense of comfort as well as a sense of relativeness. We realised we could
channel this strength towards the wider untapped section of our society and make a difference in
people's lives because we have experience in that field.
We, as a team, feel that our creations should give value to people's lives. As a result, for designs, we
keep in mind every pointer that we discuss during numerous brainstorming sessions and apply them to
develop visually acceptable, unique, and stunning designs that satisfy our audience. Graphic design
team give the highest quality material to the community, resulting in satisfied clients.
By placing myself in our customers' shoes, the designs are created with their thought processes in
mind. Do I find a product that meets my demands when I spend money on it as a buyer? Questions
like these are always on our minds as we create our designs and goods to ensure that our customers
are satisfied.
Karnival has two initiatives to offer,
● Love Karnival
● Shop Karnival
33. LoveKarnival:
LoveKarnival serves as a forum for us to interact with the community. It's a place where we can stay
up to speed on what's going on in Hallyu. We share relatable content such as reels and blog articles.
We also communicate with the next generation of Indian influencers in Korea. This is a platform or a
safe space for the community to interact with one another, chat about similar interests, and make
friends with those who share their interests. We also host giveaways for a very supportive community.
Shop Karnival:
We sell designer products to our customers through our e-commerce website, shopkarnival. These
goods were created by the graphics teams and are all unique concepts. We provide a wide range of
products, including notebooks, photocards, notepads, jot books, and customizable items. Our
appraisals will also be extended by karnival. We hope to be a one-stop shop where you can find
anything relevant to South Korea.
Karnival is a content and lifestyle-based platform that is creating a safe ecosystem for K-Culture
enthusiasts in India whilst promoting IndiaxKorea's relationship through its distinguished set of
merchandise. We hope to make your fandom experience easy and of quality.
34. SWOT Analysis:
SWOT - Significance of this framework assess the company’s overall performance by analyzing the
internal environment (strengths and weakness) and external environment (opportunities and threat)
SWOT analysis assesses internal and external factors, as well as current and future potential.
A SWOT analysis is designed to facilitate a realistic, fact-based, data-driven look at the strengths and
weaknesses of an organization, initiatives, or within its industry. The organization needs to keep the analysis
accurate by avoiding pre-conceived beliefs or gray areas and instead focusing on real-life contexts. Companies
should use it as a guide and not necessarily as a prescription.
Strengths : What are the things we have going for us? Where are we better than competition? Brand
name, reputation, image, Cost advantages – pricing, channel distribution.
Weakness : What is our Achilles heel? Where are we exposed / vulnerable? Which are the areas where
competition has an advantage – cost, distribution, product.
Opportunity : What can we take advantage of? What options are available? Unfulfilled consumer needs,
New technologies, regulation changes,removal of trade barriers.
Threats : What could someone do to us? What likely risks could we face? Changing consumer needs,
threat of substitutes, consumer preference, or attacking one of our weaknesses.
SWOT Analysis for Karnival:
Strengths :
● Content and e-commerce platform - helps in building a strong brand, provide information related to
the niche industry (korean culture)
● Content - lovekarnival - includes interactive posts to build engagement in terms of comments, reels
for building reach of the page, informational post that can be save and trending/ meme content that
can see shared
● Products - High quality affordable , In-house designs - Originality and uniqueness
● Incorporating Social media - FICCI report 2020 around 32% of India population uses social media
● Experiential marketing through cafes/restaurants - creates memorable experiences for a fan
● Team of korean culture enthusiast who are up to date with trends and news related to industry
36. Weakness :
● K-pop septet BTS is well known - products that are specific to that may have an advantage
● Apparels are not included in the product line
● Niche industry - low economies of scale
● Limited products and limited designs to cater to all customers since everyone has a different choice
and liking.
Opportunities
● Explore more on Apparel and accessory market
● Exploring more on local content - mention the availability of Korean food in cities reel
● Exploring more gifting option and packaging
● The Korean industry is growing at more rate of 100% every year and being one of the starting players
we have an upper hand.
Threat
● Covid - pandemic - delay in shipping and delay in getting the products
● Design may not be relevant after a time - clearing the inventory
● Plagiarism - content or design
● Small businesses that sell products at a lower rate and lower margin
● Official products
● Change in consumer trends
Advertising Strategies:
Why: We wish to add value to our clients by filling a void in the Korean goods industry with high-
quality products at reasonable prices. As a result, we create unique designer merchandise.
How: We sell our products through our website and at events at a cafe with a Korean culture theme. The
website aids in inventory management, payment processing, and shipping. It aids us in establishing
reputation, expanding our reach, delivering goods, and making data-driven decisions.
37. LoveKarnival - — July 12K _-- Now 24K
● Unique and original content
● Different account Competitor analysis - namastehallyu, khigh, soompi
● Timing of the posts
● Hashtags
● Including trending audio with high information for reel
● Interactive posts
● Story timing - interactive stories
● News of the day
● Highlights - categorised
● Influencers - IGTV - live interaction on Korean culture - helps to gain followers
● Giveaways - collaboration with small business
Shopkarnival — July 8K -- Now 19k
● Content - product launch, process of production
● Talent and Famous Affiliate marketing - like mooncovers, kritanjali
● Product launch on specific days - Birthdays of Kpop Idols
38. Statement and Objectives:
Mission:
Our mission is to extend the Hallyu wave to everyone who wants to try something new by delivering
relevant content and reasonable items so that everyone may possess a piece of K to help them grow
their love for Korea. We also want to be a one-stop shop for Korean culture enthusiasts who want to
participate, interact, and transact. Karnival's mission has always been to provide K-pop and K-drama
fans with a safe platform to show their unconditional love for K without fear of being criticised and to
acquire K-Inspired K-pop and K-Drama Merchandise at affordable prices.
Vision:
We want to be a global brand that can respond to the ever-changing expectations of young people in
terms of fashion. We are a fashionable, expressive, and one-of-a-kind brand. We make sure that the
services we supply answer the problem and are the most distinctive on the market. In terms of brand,
content, or product, nothing compares to being one-of-a-kind.
39. My Role in the Organization during the Internship:
My internship at Karnival began on September 15, 2020. I wanted to get some real-world experience
after graduating and taking M.com. I wanted to learn more about things and how to deal with them,
therefore I stumbled across karnival. Sneha Arora, a senior and personal buddy from college, created
this company. She was enthralled with k-beauty and began collecting mask sheets and other cosmetics
imports from Korea. Bhavish was soon shocked by the love and support he received in the k-world,
and he was named co-founder of karnival. They eventually formed a team. When the first intake
began, I joined karnival. As we named ourselves, we are recognized as the original Komets.
I had a few ups and downs at the start of the internship, but I quickly picked up to help make the
karnival a success. We joined Karnival when it just had 4.9 thousand followers, and now we have 27k
and are on the road to success. The first thing I learnt there was team-work, it’s always us never I or
me.
From being the lone member of the community to now having a small staff working under me, I've
come a long way. As a Community head, I realized that my comments and replies back to the
community would define our team as a whole. My morning routine begins with good morning texts
and concludes with getting love from the community. I recall responding to so many mails on a
regular basis that Sundays were either skipped or felt empty. Monitoring, tracking, and reporting on
comments and online reviews, as well as researching, scouting, and working with influencers and
content creators for collaboration, were among my responsibilities.
We host a talent Sunday when we showcase exceptional singers and provide them with a platform full
of encouragement and love. Dancers and Artists are also featured, with spotlight posts dedicated to
them. Another responsibility is to respond to followers in a timely manner and to develop ties with
industry specialists. We also host live sessions with upcoming Korean influencers. Few take us on site
visits and address our community's concerns regarding Korea. On our page, we've also had Indian and
Korean couples. We have showered them with double love because we are a supportive community,
despite the difficulties they have faced.
Our team originally comprised of only 14 persons, but we now have over 18 members. Having an
online family from all across India who are all working towards the same goal. We've worked with
some of the best names in the industry, including Armaan Malik. Team Karnival is ecstatic that he
40. enjoyed our products and followed us on social media. Team Karnival was also featured on
41. Livement's Top 10 Girl Tribe Business edition on MissMalini, and in the K-Startup Challenge 2020,
we placed in the top 300 start-ups worldwide out of 1,000 - 1,500 submissions, and we were also
featured on Globallinker, who wrote an article about Karnival.
I'm currently concentrating on outreach and reviews. We're also expanding our YouTube presence.
Until now, we've just uploaded k-beauty and k-food videos. We've also put together a live YouTube
video for our community to learn the hook steps to their favourite dancing routine.
We've also expanded our reach on Discord, where I've had to organise game nights, movie nights, and
listening parties for our community to come together and have fun. We even managed to build a
strong community there in the middle, when club house was a hit, by attracting non-Korean followers
and convincing them to fall in love with the culture as well.
Soon after, I began collecting official merchandise and holding live sessions via karnival, which
everyone appreciated. I began learning Korean as well, and I now use it to compute with a few
koreans. Soon, podcasts will be available on all popular platforms such as Spotify, Apple Music, and
others.
The main pointers of my focus was:
- Developing and implementing community-building communication strategies
- Managing a small team for various community management and outreach purposes
- Monitoring, tracking, and reporting on feedback and online reviews
- Building relationships with industry professionals
- Researching, scouting, and coordinating with influencers and content creators for collaboration
- Managing a small team for various community management and outreach purposes
I also have been actively taking part in initiating discord as a platform for community, casting guests
for our podcast series along with managing the 24K followers’ strong community that we have built
together.
42. Feedbacks received from my team mates:
o Blue is Unsatisfactory
o Red is Satisfactory
o Yellow is Good
o Green is Excellent
Shreya’s Behavior’s
Works to Full Potential – Quality of Work - Work Consistency - Communication - Independent Work
– Take Initiative - Group Work - Productivity - Creativity - Honesty - Integrity - Co-works Relations -
Client Relations - Technical Skills - Dependability –
43. What is Shreya's most important accomplishments in the past year?
o Overall Good performance at Karnival
o Karnival had over 22k followers and it is a big accomplishment for all of us and her given her maximum
contribution to it!
o Getting out of her comfort zone in communication ways .
o Hosting listening party of almost all famous Kpop groups and uniting the fandoms together in
a fun and enjoyable platform
o She has done an amazing research work, went out of her way to get in touch with influencers
to collaborate with Karnival multiple times on different levels, independently.
o Reaching out and communicating with strangers online who sometimes do not even speak
your tongue is not an easy task. It requires courage, patience and the ability to communicate to
convert the conversation into a successful collaboration. Shreya has been able to reach out to
multiple influencers and content creators from South Korea to add value in our company's core
objectives to educate which has led to increase in credibility in our name and followers.
o Getting amazing talents on the page and handling discord
o As she worked in the outreach team, the amount of celebrity and guest interactions possible
was all thanks to her. Excellent event management and client outreaches. She along with her
team member also discovered and explored discord as an outreach platform expanding
Karnival's social media reach .
o She has helped to connecting to numerous k-creators hence helping the platform to rise.
Describe Shreya in 3 lines.
o A very thorough, well expressive and kind person. Extremely outgoing and extroverted.
Someone who doesn’t hold back to speak their mind.
o Excellent communication skills, hardworking, dedicated to work
o She has potential but sometimes she feels shy. Such a straight forward person.
o Crazy, weird and pure at heart
o Shreya is extremely helpful. She is a quick learner who always does smart work. She values
work over health.
o Shreya is extremely dedicated and enthusiastic about any task that has been given to her. She
also has a very "sunshine" like attitude that helps build the work environment however,
sometimes she is unable to process her thoughts and communicate properly and can easily be
44. affected by external factors that may cause hinderance in her way to achieve a goal.
o She's a fun and talkative person. She knows what she wants and doesn't hesitate giving
opinions. Too honest sometimes
45. o She is people-oriented hence her communication skills are top tier. She is punctual and never
misses any deadline. Sometimes effort may bit guarantee success but she gives her 100% in
every task she does.
o Is workaholic. Has a friendly attitude. Can be very observant sometimes.
Anything she should keep in mind for her betterment.
o Would want to know you a bit more before I answer this. But you’re amazing the way you are
right now!
o Hope your work gives you more satisfaction
o Work hard. Shreya knows she is doing great.
o Don't change yourself.
o She should take better care of her health as she has fallen sick n number of times since I've
known her. She does her level best to accomplish tasks assigned regardless of her sickness,
however, it would be much better if she focuses on her health.
o I would definitely urge her to be confident in herself and not be affected by any individual or
situation easily. Other than that her ability to voice her opinions in a concise manner is
something that can be worked upon.
o Haven't worked very closely so can't say but i think she's a competent person.
o Although I never have worked with her directly I know for a fact that Shreya is a really good
team player. She is really easygoing and fun to work with, making the surroundings around
work more easygoing. An all rounder through and through; maybe she can work a little bit
more towards handling professional environments better. As she proceeds in her career her
work environment will grow stricter and stricter and by being more serious and seasoned for
that kind of pressure she can grow into a proper professional. Although she makes the
meetings lively with her presence which makes up for anything she lacks. She is great
coworker and colleague.
o Nothing as of now
46. Challenges:
Some of my biggest challenges were to find me a right vendor, so it took me a lot of time to you
know figure out first of all what kind of product offering to I want to start with and then finding the
right vendor for it also when it comes to design that was a little bit of a problem like in a finding the
right people for it which is why it took us a lot of time to even come out with designs so definitely
would say you know finding what to launch you know making sure that it resonates with the market
and has a right to product market fit you are so finding the right product markets fit number 1,
number 2 vendors and suppliers, number 3 team who understands all the people graphic designers
who basically like understand you know this niche in particular and speak their language so these
three were like my most you know like highly you know most challenging bits of Karnival.
Apart from the technical issues, we also had to build up our page in the vast Instagram market,
where, despite the fact that our idea was fresh, aid was scarce. The stakes were high because we
were going to be India's first Korean merchandise theme shop. We had to figure out the
algorithm and tricks and turns to win the game, just like every previous page. We were able to
defeat that algorithm thanks to our wonderful team and community.
We were listed on Miss Malini's top 10 startups website at the start of our adventure. It was our
biggest triumph as a little community at the time.
Everything was going smoothly and we were soon going to host our offline event but second
lockdown hit. For a growing page this lockdown was a backlash. Everything stopped, our parcels
were stuck mid delivery and the sales were really slow. That was the time we went under numerous
changes in our products. We started shipping out the new and upgraded products to keep our sales
going on. Thanks to that lockdown our page got a perfect makeover and we were about to learn many
things.
So all these challenges that I listed did sometimes caught me back and made me stop, but it was
just a phase that also helped my page to grow and strive.
47. Other businesses battling for the same client struggle. Even if we have a truly revolutionary
company idea that has never been dreamed of before, there are still numerous firms vying for our
target market's attention and money. And it's up to us to persuade them that spending their hard-
earned money with us is the superior option. It can be a demanding job.
In the form of compitetors we didn't have straight competition, infact we had to face these big
Instagram shops that create stuff in bulk and sell. There are many to be mentioned, which were kind
off threat to us since they printed the designs that the customers provided. We had to figure out a
way in which our customers buys our designs that we have exclusively made for our products. This
issue was not only for our stationary products but also badges, bookmarks, etc. I had to sit and study
the community to judge what will they find amusing to buy. It was a tedious job for me since I didn't
have that knowledge in arts let alone digital art. Luckily I had this fabulous team of digital artists
who designed each and every product on our page and fortunately our audience loved it. Never had I
expected to get such an amount of love for exclusive drawings. From fearing the fact whether
customers will love our designs or not to literally falling in love with the fan art of our mascot our
page grew.
We still are growing, I still face challenges like some page is selling same products at less price while
some other page is trying to copy our products. In this marketing world there would be such
challenges that break us and bring us down. Even though we are a community of 20k+ followers there
are days that I feel low. But as someone has said "with great power comes great responsibility" I
always try to keep a happy face and soak in all the positive aspect of this journey. I have this
wonderful team and beautiful community to support me and my page. Would always be thankful for
them since they are the only people who has helped me win all those challenges.
48.
49. Conclusion:
The sky is the limit for us. We want to organise a number of more projects, such as Flagship events,
where we will be able to interact more with the community. We want to hold a variety of events and
grow our merchandise to include shirts, shoes, and bags, among other things. You name it, and we'll
have it! We want Karnival to be the first thing that comes to mind when you think about Korea. Here
at Karnival, we are extremely dynamic and adaptable to change. We plan to grow into other avenues
and hold events like "artist spotlight" and collaborate with entrepreneurs on Instagram that create
fan-arts and other similar things, depending on what is trendy and how we can interact with our
consumers more. Perhaps combining with other platforms to host events, or perhaps putting on India's
largest Korean culture festival. There are numerous options; let us see where our team and time take
us. Finally, startups have an impact on the lives of the founders of the companies. The entrepreneur
will learn a lot about identifying real problems, inventing solutions, researching markets, and building
the organisation and processes to support these activities by embarking on a startup journey. This aids
the entrepreneur in developing an entrepreneurial mindset, which allows them to contribute to various
aspects of their lives, even if they subsequently work in a more traditional setting.
Entrepreneurship is all about resolving issues and creating new products. Entrepreneurship is critical,
especially in today's society, when we must learn to operate in an ever-changing environment. It
encompasses both a mindset, in which difficulties are viewed as opportunities and failures as learning
opportunities, as well as abilities that assist you in learning to solve issues and construct something
new. Even if you are not planning to start your own firm, developing entrepreneurial attitudes and
abilities is beneficial. They assist you in seeing work and life obstacles in a new light, as well as in
solving problems that would be difficult or impossible to overcome using traditional methods.
Although many startups fail, not all of them do. Many stars must align and important questions must
be answered for a startup to prosper. Everything boils down to how well you execute your plan. Even
the best concept will be squandered if the team is unwilling to go above and beyond to assist it. The
founders should be well-versed in the industry.
For our beautiful community members, just know that we love you with all our heart's and the hard
work the team does is entirely for you guys. So just keep embracing you K, keep loving each other,
and always be with us, Karnival and we hope that every day with us is a celebration with you. We
Saranghae you guys. Thank you for supporting us all this while. The growth, where we are today, it’s
all because of you guys. Your support and your feedbacks are what keeps us growing and improving.
We exist because you exist. Thank you for making so special. Once again we Saranghae you!
