The South Korean Wave: an investigation on the influences of South Korean pop culture in the Asian region
A Case Study: the beauty and cosmetic industry communication strategy
Savannah, Georgia: Savannah College of Art and Design (Atlanta)
Thesis (M.F.A.) -- Luxury and Fashion Management
Savannah College of Art and Design -- Department of Luxury and Fashion Management
Bibliography: pages 118-138
Ontology references: pages 139-141
"Today, South Korea is one of the greatest influencers and trendsetters in Asia due to Korean pop and youth culture. The Korean Wave describes to the popularity of South Korea’s pop culture in East Asia, Australia, Southeast Asia, and especially in China. Chinese citizens have influenced this movement through Korean TV dramas, beauty bloggers, and beauty programs, which led to celebrity endorsements through social media. Nowadays, younger generation in China became the powerful dominant influencers in the consumer market. In addition, the motivation provided by celebrity endorsements has encouraged Chinese consumers to purchase luxury beauty products due to their admiration of their favourite stars. This study is conducted through survey and interview qualitative research using interpretive inquiry as the primary methodology, and triangulation will be used to combine interpretive and narrative inquiry as strategies of investigation for this phenomenon. According to the study results, the pop culture components of the Korean Wave will give key clues to beauty and cosmetic companies on understanding what makes customers willing to buy beauty and cosmetic products. This research will explore how South Korean beauty products have gained immense popularity in East and Southeast Asia, why Asian consumers are influenced and engaged to buy South Korean beauty products, and why luxury beauty companies are turning their attention to South Korea."
Keywords: South Korea, Korea wave, K-beauty, K-pop, K-drama, celebrity endorsement, K-beauty product, Korean behaviour, behavior, Korean fashion
CHAIR: Lo Sicco, Salvatore (Luca)
Luxury and Fashion Management
PDF : 141 pages, illustrations (chiefly color)
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