Research on Skin Care and the Use and Purchase Behavior of Korean Cosmetics among Vietnamese Students in South Korea

Purpose: This study explored the differences in skin care behaviors, the use of South Korean cosmetics, and the purchase behaviors of Vietnamese students in South Korea. It investigated the satisfaction of these students with South Korean cosmetics and gathered basic data for the export and sales of South Korean cosmetics in the Vietnamese market. Methods: From December 9 to December 27, 2024, a questionnaire survey was conducted with 100 Vietnamese students at a university in Cheonan-si, Chungchengnam-do, South Korea. A total of 85 valid responses were collected. The data were analyzed using SPSS 25.0 statistical software, and frequency and cross-tabulation analyses were used to explore skin care methods, cosmetic use behaviors, and purchasing habits. Results: There were significant differences between skin care items, purposes, and skin distress according to skin type. Gender showed a significant impact on skin tone cognition, experience with cosmetics use, types of use, frequency of sunscreen use, satisfaction, average monthly spending, purchase frequency, and purchase considerations. Vietnamese students prioritized moisturizing in their skin care items and believed that the purpose of skin care is to improve skin problems. The most common skin troubles were excessive sebum and acne. The students primarily attributed their skin problems to a lack of sleep, eating habits, and lifestyle habits. Male students used four basic categories of cosmetics, and female students used five, including eye cream. Most students used sunscreen every day. Female students bought cosmetics more frequently and chose products developed for their skin type, while male students paid more attention to the efficacy of cosmetics. Conclusion: The subjects of this study were limited to one university. Future research will expand the scope of the survey to improve the representativeness of the data. In addition, the skin condition and skin care education of domestic Vietnamese consumers will be further explored to help South Korean cosmetics enter the Vietnamese market more smoothly.