K-pop idols (Korean celebrities) appear to have an effect on the Chinese cosmetics market. As a matter of fact, a research from L2 entitled “The Beauty China: The Rise of Korean Brands” highlights the huge impact that South Korean beauty products have on this market in China – which is 126% higher than last year – and the fact that these products are now ¼ of those imported to China, mostly online.
This skyrocketing trend can be explained by the significant impact of Korean celebrities and K-pop culture on China’s TV. This is illustrated on Kering as being a “bridge between the Chinese and western cultures” and especially on western hobbies, promoted through Korean series.
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