K-Wave in Southeast Asia: Impact and strategies

Presented on Thursday, 28 November 2024

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The K-Wave has transcended the entertainment industry, significantly influencing global markets like food and beverage, fashion, and beauty. In Southeast Asia, the cultural affinity for Korea extends beyond K-pop icons such as PSY, BTS, and BLACKPINK, with consumers embracing Korean street food and convenience stores, showing how Korea's cultural appeal has evolved into an industry of its own.

This webinar will explore how Korean companies and brands are aligning their business strategies to meet the rising expectations of Southeast Asian consumers, and how local companies are leveraging the K-Wave to connect with their markets. Additionally, the session will provide insights from Korean market experts and Southeast Asian industry specialists, analysing what Korean brands can focus on to sustainably appeal to local consumers, ensuring the longevity of the K-Wave trend.

What you’ll learn:

  • The K-Wave market landscape in Southeast Asia
  • Case studies of successful K-Wave strategies
  • Challenges and opportunities in developing markets through K-Wave trends
  • Tips for appealing to local consumers using K-brand identity

Who should watch:

  • Manufacturers and retailers of consumer goods such as Food, Drinks, Beauty and fashion
  • Restaurant operators
  • Travel agencies
  • Media companies

 Meet the Euromonitor experts:

Speaker1 Image

Sunny Moon

Research Manager

Speaker2 Image

Anindhitha Maniath

Senior Research Analyst, Beauty and Fashion

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