""Soft power means using attractiveness, not force, to influence others. South Korea finds itself in a geopolitically precarious position between two major powers which is why it's deliberately exploiting cultural attractiveness.""
""Consumer trends reflect cultural trends. South Korea became a major presence on the global stage because of K-pop, and the consumer trends arrived with it.""
The beauty industry in South Korea, known as K-beauty, has gained worldwide popularity, reflecting a blend of cultural dynamics and economic strategy. South Korea's geopolitical position has led to a deliberate exploitation of cultural attractiveness as a form of soft power. The success of K-beauty is evident in the significant increase in cosmetic exports, which reached $11.43 billion in 2025. The rise of K-pop has also influenced consumer trends, linking cultural presence to economic success in the beauty sector.
Read at www.dw.com
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