Against the backdrop of global changes in the beauty industry, the issue of cross-border dissemination of Chinese beauty has received widespread attention, but there is still a lack of systematic research on its cultural dissemination mechanism and technological barriers. This article analyzes the dissemination mechanism of Korean beauty in China and its implications for Chinese brands entering overseas markets. Research has found that South Korean beauty products have achieved market penetration and premium through a dual track penetration mechanism of "social media+cultural symbols", relying on cultural proximity and localized micro innovation to elevate their products to a "Korean lifestyle". Although Chinese brands have made breakthroughs by leveraging Eastern aesthetics and channel advantages, they are constrained by the hollowing out of technology and the suspension of symbols. Based on this, this article proposes to construct a strategic framework of "culture as the soul, innovation as the core", integrate universal values of Eastern aesthetic narrative, break through core technological barriers, optimize omnichannel localization operation, and promote the transition of Chinese beauty from "cost-effectiveness competition" to "value leadership".
Yixuan Zhang (2025) studied this question.