TikTok-driven 'Meme Exports' Boost K-Beauty and K-Food; K-Fashion Lags
Creatrip Team
3 months ago
In 2025 South Korea's retail and consumer goods sector saw 'meme' and short-form video exports drive overseas growth. K-beauty surged in North America as TikTok and Instagram Reels viral reviews propelled sales—NielsenIQ estimated U.S. K-beauty revenue rose ~37% to $2 billion—often preceding offline store demand. Small viral brands and products (e.g., cushion compacts, cleansing oils) gained fast traction through hashtags like #KbeautyHaul. K-food also rode short-form trends: spicy instant noodles 'Buldak' (불닭) grew via global challenge videos and amassed millions of views and followers, while kimbap (김밥) assembly clips became popular lunchbox content among Gen Z abroad. By contrast, K-fashion underperformed amid high inflation and shifting consumer priorities toward essentials and value, weakening seasonal apparel demand. Short-form platforms effectively became infrastructure for market entry, suggesting 2026 will continue a platform- and viral-driven export model for Korean consumer products.
