As the Korean Wave brought Korean pop music, drama, and celebrities to the global stage, it also helped to export Korea’s consumer lifestyle products such as cosmetics, food and technology. According to the Korean Foundation for International Cultural Exchange (KOFICE), K-Wave exports amounted to US$12.3 billion in 2019, a 22.4% increase from 2018.
With the market size of Korean cosmetic industry worth US$969 million, SEA countries like Thailand, Singapore and Malaysia sit amongst the ranks of South Korea’s top 10 export destinations.
How can SG retailers ride K-Wave’s popularity to offer its hottest products to its consumers?
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