""Soft power means using attractiveness, not force, to influence others," explains political scientist and Korea expert Hannes Mosler from the University of Duisburg-Essen. This is crucial for a country like South Korea, he says."
""Consumer trends reflect cultural trends," says Stefan Tobel, chief executive of Kencana in Hamburg, a company that specializes in importing and distributing Korean cosmetics. "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, driven by cultural exports and soft power. This success is attributed to a combination of cultural dynamics, economic strategy, and geopolitical positioning. South Korea's strategic use of cultural attractiveness is crucial due to its geopolitical situation. Cosmetic exports have significantly increased, with values reaching $11.43 billion in 2025. The connection between culture and consumption is vital, as consumer trends reflect cultural trends, particularly influenced by the global rise of K-pop.
Read at www.dw.com
Unable to calculate read time
Collection
[
|
...
]