South Korean Media: A Surge in Popularity for Chinese Brands in South Korea!

On May 24, South Korean media outlet JoongAng Ilbo published an article stating that in the past, "Made in China" was seen as a symbol of cheapness or low quality. However, with the rapid advancement of Chinese manufacturing technology, perceptions of Chinese products have shifted in recent years, leading to growing recognition of their "value for money." At the same time, Chinese lifestyle trends are sweeping across industries such as food, beauty, and retail, with Chinese brands steadily expanding their market share in South Korea by competing directly with local products.

The recent surge in consumer interest in "Chinese brands" is spreading rapidly across South Korea, primarily driven by younger generations who seek quick experiences and instant social sharing.

Food trends originating from China—such as spicy hot pot and candied haws at the beginning of the 2020s, and more recently, butter rice cakes and bubble tea—have gained massive popularity. In March this year, Shanghai’s popular butter rice cakes triggered explosive growth on South Korean social media platforms, even sparking scenes of people rushing to buy them outside cafes. Chinese bubble tea brands like Mixue Bingcheng, Cha Bai Dao, Heytea, and Hushang Auntie have also entered the South Korean market, quickly spreading the trend of Chinese-style beverages.

Chinese-inspired trends are now taking over the beauty market. "Chinese beauty" is characterized by vibrant colors and sharply defined makeup features—especially the so-called "Douyin makeup look"—which stands in stark contrast to the Korean aesthetic that emphasizes a natural, effortless elegance. This Chinese beauty style has rapidly gained traction among young South Koreans, with related content widely shared across platforms like Instagram and TikTok, drawing extensive attention.

This trend is also evident in the retail sector. Chinese e-commerce platforms such as AliExpress, Temu, and Shein have rapidly penetrated everyday life in South Korea thanks to their low-price strategies, especially amid rising inflation. According to data from WiseApp Retail, as of June last year, nearly 47.1% of South Korea’s approximately 51 million smartphone users had installed at least one of these apps.

Additionally, home goods brand Nali (MINISO), known for its character-based flagship products and emphasis on affordability and value, has expanded to over 110 countries worldwide, including South Korea.

The primary user base for Chinese food, cosmetics, and e-commerce in South Korea consists of Generation MZ—individuals ranging from teenagers to those in their thirties.

The visa-free policy implemented by China for South Korean citizens in November 2024 has further fueled this trend. After the policy took effect, the number of South Korean tourists visiting China reached 3.17 million last year—a 37.4% increase from the previous year’s 2.31 million. This is interpreted as a natural chain reaction: positive experiences in China are driving increased domestic consumption in South Korea.

These developments have boosted sales for relevant companies. The South Korean subsidiary of the Chinese hotpot chain Haidilao reported last year's revenue reached 117.7 billion KRW, up 51% from 78 billion KRW the previous year. Since opening its first store in Seoul’s Myeongdong district in 2014, the company has expanded to 11 locations nationwide, achieving annual sales exceeding 100 billion KRW for the first time. This indicates that Chinese culinary culture has firmly established itself as competitive within South Korea’s domestic dining market.

Looking ahead, it is expected that Chinese brands will further increase their market share in South Korea. Just as spicy hot pot has become firmly entrenched in South Korea’s food industry, Chinese brands are likely not just a passing fad but rather a stable presence built on price competitiveness and superior experience.

Original article: toutiao.com/article/1866033377222794/

Disclaimer: The views expressed in this article are solely those of the author.