A study of marketing strategies of Chinese new-consumer brands on Korean social media platforms—taking Pop Mart and MINISO as examples

Nowadays, China's new consumer brands are expanding to overseas markets at an unprecedented speed. New consumer brands represented by Pop Mart and MINISO continue to expand in the Asian and European markets with their unique product design and flexible social media operation capabilities. This report analyses the marketing strategy of China's new consumer brands on Korean social media, with Pop Mart and MINISO as the core cases. This paper found that IP branding, KOL marketing and UGC content are the core social communication tools of the two major brands in the Korean market. In addition, these brands need to grasp the difference between retaining their original brand characters and carrying out local cultural adjustments, avoid potential culture conflicts, and win the heartfelt recognition of local consumers. Social media marketing strategies adapted to local trend culture can help new consumer brands open up overseas markets, and their operating experience can provide a reference for the overseas new media promotion of Chinese new consumer brands.