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March 31, 2026Journal of Intelligence and Information SystemsOpen Access

Regional Segmentation and Market Entry Strategy for K-Beauty Brands in Japan through Cross-Border E-Commerce: The Role of Income and Hallyu Interest

Euimin Chung Tae‐Young Kang Do-Hyung Park

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Key Points

The research aims to analyze the K-Beauty market in Japan through regional segmentation and entry strategies.
Utilized regional income data and demographics.
Combined K-Beauty and K-Culture interest indices from Google Trends.
Analyzed actual online sales data of Korean cosmetics via cross-border e-commerce.
Higher income levels and interest in K-Beauty significantly correlate with per capita sales.
Cultural affinity and brand image outweigh low-cost strategies in defining K-Beauty consumption.
A notable interaction effect exists between income level and cultural interest, amplifying sales impact.

Implication

Research reveals regional market segmentation impacts K-Beauty sales in Japan, suggesting cultural factors are crucial.

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Cite This Study

Chung et al. (2026) studied this question.

synapsesocial.com/papers/69df2a4be4eeef8a2a6af892 https://doi.org/10.13088/jiis.2026.32.1.073

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