K-culture, K-food and K-beauty exports hit record highs, pushing ‘K-vibe’ exports to about $40 billion and helping offset declines in traditional industries like steel and shipbuilding. Despite strong export figures, industry leaders warn of structural weaknesses: OTT K-drama production has fallen as foreign producers adopt Korean storytelling elements, K-food copycats are rising in Southeast Asia and China, and K-beauty relies heavily on low-cost, short-lived hits rather than premium, long-lasting brands. Experts call for a ‘K-premium’ approach that links content, consumer goods and beauty—encouraging collaboration and investment between content creators and product makers to share production costs and apply the “attraction capital” of K-content across industries. They urge a national-level strategy to build brand power and sustain the K-wave’s global momentum.
