This study examines how exposure to Korean popular culture (Hallyu) influences the consumer behaviour of college students in Shillong, India. Drawing on the global rise of Korean media, music, fashion, and cuisine, we explore how engagement with Korean culture through various channels affects students’ choices in fashion, beauty products, dining, and entertainment. A survey of 270 students was analyzed using SPSS and Partial Least Squares Structural Equation Modeling (PLS-SEM). The measurement model met reliability and validity criteria, and the structural model revealed significant positive impacts of certain Korean cultural exposure factors on corresponding consumer behaviour outcomes. Notably, exposure to Korean media content and idols significantly shaped entertainment preferences and fashion choices, while exposure to Korean cuisine strongly influenced dining preferences. However, some factors (e.g., online community participation and language learning) showed no significant direct effects. These findings highlight the role of transnational cultural influence on youth consumption patterns, extending consumer acculturation theory to the context of the Korean Wave. The study offers insights for marketers on leveraging Hallyu’s popularity and for scholars examining cultural globalization and consumer behaviour.