한류가 말레이시아 화장품 시장의 변화에 미치는 영향 분석

The Korean Wave (Hallyu) has spread throughout Asia driven by the popularity of K-drama and K-pop, and its cultural spillover dominates the fashion trends in Asia. The Korean Wave has helped to boost the exports of Korean products and goods related to the fashion business. Many existing studies have shown that the Korean Wave is influencing exports volumes and has had an economic impact, especially, on the beauty business. This paper analyzed changes in the Malaysian cosmetics market brought about by the Korean Wave. The reason for choosing Malaysia as a subject is that it is middle-income counties in Asia and a fast-growing market for cosmetic products. This study finds that the Korean Wave has brought about changes in the Malaysian cosmetics market. The Korean Wave has created added value to generate profits for Korean beauty companies on account of the popularity of Korean cosmetic products. Second, it was found that Malaysian consumers who have experienced the Korean Wave tend to purchase Korean cosmetics, and their overall perception of Korea is also positive.