📈 Projected Growth
Global spending on Korean cultural products is projected to reach $143B by 2030, according to TikTok and Kantar. The current market size of Hallyu, encompassing Korean cultural exports, is $76B. Social platforms, especially TikTok, are amplifying the popularity of Korean drama, pop music, cuisine, and cosmetics.
📱 TikTok's Role
TikTok started with short clips of dancing but has become a hub for K-pop fans and broader Korean culture. Viral content on TikTok has boosted real-world sales, like the spike in Buldak noodles after Cardi B's review. In the U.S. and Southeast Asia, 80% of users discovered Korean culture through TikTok.
🌍 Market Impact
Compared to Japan, South Korea's cultural output is smaller, but social media is closing the gap. Korean products are popular on TikTok Shop, where over half of users have bought Korean food or cosmetics. Spending on Korean music, beauty products, and food is expected to grow significantly this year.
🔮 Future Trends
The craving for Korean culture comes as TikTok expands its e-commerce business. Research indicates that 70% of TikTok users in the U.S. and Southeast Asia plan to increase their spending on K-food and K-beauty next year. TikTok's Son Hyun-ho notes Southeast Asia as a hub for global K-content trends.
How has TikTok influenced your interest in K-culture?
