Korean Wave Sweeps Southeast Asia: How K-Brands and Cultural Exports Drive Growth and Influence
The Korean Wave, or “Hallyu,” has captured the hearts and minds of Southeast Asian consumers in recent years. From K-dramas and K-pop to cosmetics, electronics, and food brands like Bibigo, South Korea’s cultural exports are driving the nation’s influence and growth in this dynamic region.
The popularity of Korean dramas, such as “Crash Landing on You” and “Itaewon Class,” has skyrocketed across Southeast Asia, fueling an interest in Korean culture and lifestyle. As a result, Korean beauty brands like Laneige and Etude House have seen significant success in countries like Vietnam, Thailand, and Indonesia.
Simultaneously, Korean consumer electronics giants Samsung and LG continue to lead foreign direct investment in Vietnam while exploring opportunities in Indonesia, the Philippines, and Malaysia. Beyond electronics, Korean food brands are also satisfying Southeast Asia’s growing appetite for Korean cuisine, as seen in Bibigo’s expansion into the region.
As South Korean brands continue to make strides in the global market, their expansion into Southeast Asia presents both opportunities and challenges. With a unique blend of cultural heritage and modern innovation, Korean brands such as Samsung, LG, and a host of cosmetic companies are attracting consumers in this vibrant region.
A recent report by Bain & Company and Euromonitor revealed that Korean cosmetic brands are expanding their presence in Southeast Asia, with an increasing penetration rate in countries such as Vietnam, Indonesia, and Thailand. South Korea’s cosmetics exports to Southeast Asia have reached record-high numbers, demonstrating the region’s growing appetite for Korean beauty products.
To thrive in this diverse region, Korean brands must adopt a culturally intelligent approach, which includes tailoring marketing messages and product offerings to meet the needs and preferences of local consumers, demonstrating respect for local customs and values, and collaborating with local influencers and businesses to build trust and credibility.
The mutual fascination between South Korea and Southeast Asia is further evident in the tourism sector, with Korea emerging as the number one source of tourists to Vietnam. In response, cities like Da Nang have added signs in Korean to cater to the influx of visitors.
On a recent visit to Da Nang with my family to conduct some research, the prevalence of Korean signage and influence was striking — so much so that my young children wondered if we had landed in Korea! This anecdotal experience serves as a testament to the strong presence of Korean culture in Vietnam and across Southeast Asia.
Moreover, during my time in Malaysia, I noticed the curiosity of locals toward Korean cuisine. Whenever I purchased Kimchi, people would inquire about how I planned to incorporate it into my meals. This piqued interest indicates a potential market for Korean restaurants and convenience stores, but it also highlights the need for more consumer education to promote the integration of Korean food items into everyday life.
Korean convenience store chains like CU and Emart are expanding their presence in Southeast Asia, with Emart currently operating 34 stores across Malaysia as of 2023. Korean food brands, such as Jongga kimchi, have also experienced significant growth in the region, reflecting the popularity of Korean cuisine and products. As the number one kimchi brand in Korea, Jongga prides itself on its traditional fermentation techniques and has successfully expanded its reach globally.
Sales numbers reflect the popularity of Korean products, with iconic foods like kimchi experiencing significant growth. Kimchi sales in Southeast Asia have seen an increase of 15% year-on-year, while Korean brands such as Jongga Global, known for their kimchi products, continue to expand their presence in the region.
In conclusion, the Korean Wave’s impact on Southeast Asia reflects the power of cultural exports in driving growth and influence. As the region continues to embrace South Korea’s vibrant culture and products, a culturally intelligent strategy will be key to harnessing the immense potential of this dynamic and diverse part of the world. By considering the unique experiences and perspectives of local consumers, Korean brands can foster deeper connections and ensure lasting success in Southeast Asia.
Africa Yoon is the CEO of Blackyoonicorn
Blackyoonicorn is a cultural intelligence firm specializing in bridging the gap between Asian, African, and diasporic cultures. With expertise in publishing, product development, and strategic consulting, we empower businesses to navigate the complex landscape of cultural differences and drive growth in today’s interconnected world.
Contact:
Yuri Park
Press@blackyoonicorn.com
Bibliography:
- Bain & Company: [Bain & Company Insights](https://www.bain.com/insights/) — Search for relevant reports on Korean cosmetic brands’ expansion in Southeast Asia.
2. Export-Import Bank of Korea (KEXIM): [KEXIM Global Economic Research](https://www.kexim.co.kr/global-en/research) — Find data on South Korea’s exports to Southeast Asia.
3. Korean Trade-Investment Promotion Agency (KOTRA): [KOTRA Global Market Entry Support](https://www.kotra.or.kr/b2b/support_kotra_SME.do) — Access information on Korean companies’ global expansion strategies.
4. Local tourism boards and agencies (e.g., [Da Nang Tourism Promotion Center](https://www.danangtourism.com/)) — Visit official websites for tourism statistics and trends in specific cities.
5. Market research reports from companies such as Nielsen, Kantar, or Euromonitor:
. — [Nielsen Global Media](https://www.nielsen.com/global-media/) — Search for reports on Southeast Asian markets.
. — [Kantar Insights](https://www.kantar.com/inspiration) — Filter for insights on Southeast Asia.
. — [Euromonitor Market Research](https://go.euromonitor.com/free-research.html) — Find reports and data on various industries in Southeast Asia.
6. Local news sources (e.g., [The Jakarta Post](https://www.thejakartapost.com/), [The Straits Times](https://www.straitstimes.com/)) — Browse articles on Korean brands’ expansion plans and activities in the region.
7. Academic journals and research papers — Use academic databases like Google Scholar, JSTOR, or EBSCOhost to search for relevant research on cultural intelligence and cross-cultural marketing strategies.
8. Websites of Korean Brands:
- [Samsung](https://www.samsung.com/)
- - [LG](https://www.lg.com/global)
- - [Laneige](https://us.laneige.com/)
- - [Etude House](https://www.etudehouse.com/)
- - [Bibigo](https://www.bibigousa.com/)
- - [Jongga](https://jonggaglobal.com/)
- - [CU](https://www.cucvs.co.kr/eng/) (English site for CU convenience )
Lead photo: “Bijoo Yoon (R) and Baemin Yoon (L) at CU Malacca, Malaysia, showcasing the Korean Wave’s influence in Southeast Asia.
