New Delhi, June 29 -- As cultural exchanges between India and South Korea continue to flourish, South Korean Ambassador to India Lee Seong-ho has underscored the growing role of cultural diplomacy in strengthening bilateral ties.

Speaking to ANI, Lee Seong-ho acknowledged the rising popularity of K-culture and Bollywood as a bridge connecting the people of both nations.

"Cultural diplomacy, soft power diplomacy, is becoming ever more important in this era. Culture, soft power, is the main medium through which people from both countries can understand each other. I'm very glad to observe the growing interest in Korean culture in India... we are more than willing to encourage this exchange in this mutually beneficial manner, but it doesn'...