Korean Soft Power: Utilizing Celebrity Influence in Cosmetics

This study examines the economic aspect of the international influence of South Korean K-pop idols. Following the separation of the Korean peninsula at the end of World War II, South Korea became a little-recognized state with relatively low influence on the international stage. South Korean culture was little known outside the peninsula, and, beginning in the 1990s, K-pop music became popular domestically but was widely unheard of globally. The technological revolution of the late 1990s, however, marked a turning point, providing South Korea with a new way to disseminate its culture through the internet and digital media. Known as the Hallyu movement, Korean digital media, such as K-dramas and K-pop music, became a pervasive phenomenon among South Korea’s Asian neighbors, with the first major global recognition in 2012. The widespread popularity of K-pop music led to the rise of K-pop artists (idols). As time progressed, other K-pop groups achieved international fame, and so-called “idols” became major centers of influence for much of the world. This is due, in large part, to fashion: trends vary every few years, and as K-pop idols are presented as “ideal” people, their images often feature flawless makeup designed to match the most popular trend of the time or the image the company wishes to convey. Through literary analysis, this study investigates the history and progress of the Hallyu movement and the influence of K-pop idol brand ambassadors in purchasing and advertising decisions within the cosmetics and skincare industry. The findings highlight several factors key to consumer decision-making and support the transition of K-pop idols into tools of international influence for both the cosmetics industry and South Korea.