Riddhi Chakraborty was just 19 when she came across a music video of the K-pop boy band, Big Bang, in 2012. The song in question was Fantastic Baby, in which the then-five members—G-Dragon, Taeyang, Daesung, Seungri, and TOP—sported flaming hair, striking costumes, and eyeliner smeared deep across their eyes, as they chant the chorus that has since become an anthem for their fans: Boom Shakalaka. “Just the visuals of G-Dragon with that long, crazy hair was stunning!” she says. 

Fast-forward to today. The K-pop enthusiast has now established her own media company, Bridge Asia, which facilitates cross-cultural connections between Indian and Korean, Thai, and Chinese musicians, and acts as an intermediate platform for brands to collaborate with artistes from both industries.