South Korean media: Chinese brands are fully entering the South Korean market!

On April 2, South Korea's DongA Ilbo published an article stating that Chinese beauty and food & beverage brands are accelerating their entry into the South Korean market by opening physical stores or joining e-commerce platforms. This move aims to attract South Korean consumers who are increasingly interested in Chinese products, as the number of South Korean tourists visiting China has significantly increased since China implemented its visa-free travel policy.

The Chinese beauty brand "Hua Zhixiao" has officially launched on Musinsa, marking the first time a Chinese cosmetics brand is sold in Musinsa’s beauty category. Additionally, "Hua Zhixiao" has begun sales at Chicor stores under Shinsegae Department Store. A Shinsegae executive said: “We decided to carry this brand to meet the global trends embraced by Gen Z, who are already very familiar with Chinese brands.”

The Chinese milk tea brand "CHAGEE," which is highly popular among South Koreans aged 20 to 30 on social media, plans to open a flagship store in Gangnam, Seoul, this year. Meanwhile, the Chinese hot pot chain Haidilao recently opened its first global branch in Myeongdong, Jongno District, Seoul — a signature lamb skewer restaurant named “Hai Hai Kao Chuan.”

Chinese brands are actively expanding into the South Korean market, as millennials in South Korea show growing interest in Chinese brands. This trend is largely driven by China’s visa-free policy, effective from November 2024, which applies to 45 countries including South Korea. Young people who have visited China naturally become exposed to Chinese beauty products, cuisine, and beverages.

In fact, global travel app Skyscanner analyzed search volumes by South Korean travelers for major destinations such as Shanghai, Qingdao, Dalian, and Yantai after the visa-free policy was introduced last year. Compared to the same period last year, searches for these cities surged by 161%, 134%, 155%, and 290%, respectively. According to a recent report titled "Public Opinion in Public Opinion" released by the Korea Institute, the average South Korean public sentiment toward China reached 30.2 points—the highest level since April 2020 (when it was 31.7 points).

Original source: toutiao.com/article/1861323992851468/

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