Is this the end of the Korean wave?

K-culture is no longer just creating fans. It is reshaping how brands market Korean products globally, according to a new report by Assembly.

Titled "Beyond the wave: From K-culture phenomenon to global market dominance", the report argues that the "Korean wave" has evolved into a new "K-lifestyle" era, where Korean entertainment is increasingly acting as a gateway to consumer adoption across categories including beauty, food, fashion and home products.

For marketers, the shift signals that cultural relevance alone is no longer enough. As Korean products become part of consumers' everyday routines rather than novelty purchases, brands will need to move beyond riding the popularity of K-pop and K-dramas to focus on product performance, creator advocacy and localisation to sustain long-term growth.

The report points to growing evidence that exposure to Korean entertainment is translating into sustained purchasing behaviour. Global Hallyu fans surpassed 225 million by the end of 2023, up from 9.26 million in 2012, while platforms such as Netflix, YouTube, TikTok and Instagram have made Korean culture a constant presence in consumers' digital lives.

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According to the report, that sustained exposure has reduced the psychological distance between international audiences and Korean culture, making consumers more receptive to Korean-origin products across multiple categories. Rather than simply influencing entertainment preferences, Korean content is increasingly shaping what consumers eat, how they care for their skin, the products they trust and the aesthetics they embrace.

The behavioural shift is also reflected in market performance. The global K-beauty market was valued at US$14.61 billion in 2024 and is projected to reach US$16.26 billion in 2025. South Korea's cosmetics exports also rose 20.3% year-on-year to US$10.2 billion in 2024. Meanwhile, Korean cuisine continues to gain ground internationally. In the US, the number of Korean restaurant locations grew 10% in 2024, while South Korea's food and agriculture exports reached a record US$13.62 billion in 2025.

Rather than viewing Korean products as novelty purchases, consumers are increasingly incorporating them into established routines, particularly in categories such as skincare and convenience food, according to the report.

From awareness to adoption

To help brands understand where opportunities lie, the report categorised K-lifestyle products according to their level of consumer adoption.

Beauty and personal care represent the most mature category, underpinned by strong consumer trust, frequent repeat purchases and a diverse brand ecosystem. South Korea's cosmetics exports reached a record US$11.43 billion in 2025, growing 12.3% year-on-year, with the US overtaking China as the country's largest export destination for cosmetics.

Food and convenience products were identified as accelerating categories, with products such as instant noodles, sauces and ready-to-eat meals increasingly becoming part of consumers' everyday eating habits.

Fashion and style occupy a transitional stage. While Korean aesthetics have become increasingly mainstream, purchasing remains more seasonal and trend-driven.

Home, lifestyle and functional consumer goods remain emerging categories, with adoption still dependent on factors including localisation, pricing, education, regulation and distribution. The report also noted that adoption differs across regions, with Asian markets generally moving more quickly from cultural familiarity to routine consumption than Western markets.

For marketers, the varying levels of maturity suggest that a single global playbook is unlikely to work across categories. While mature sectors require greater emphasis on differentiation and retention, emerging categories may need stronger investments in consumer education and localisation.

Entertainment is no longer the end product

According to the report, four factors are underpinning the rise of K-lifestyle globally: widespread cultural exposure through entertainment, social media-driven product discovery, functional product performance and alignment with broader consumer trends such as wellness, convenience and minimalist aesthetics.

While Korean entertainment continues to drive awareness, its role has fundamentally changed. Rather than serving as the end product, dramas, films and music now function as cultural infrastructure that introduces consumers to Korean brands and lowers barriers to product trial.

Social platforms then accelerate discovery through creator demonstrations, tutorials, reviews and user-generated content. The report pointed to Korean skincare routines on TikTok and the global popularity of Buldak spicy noodles, fuelled by the viral "Fire Noodle Challenge", as examples of how social media can turn cultural familiarity into product demand.

However, cultural curiosity alone is unlikely to sustain long-term growth. While entertainment may encourage consumers to try a product, continued adoption ultimately depends on whether it delivers meaningful functional benefits through quality, convenience or innovation.

As a result, the report urged brands to treat K-culture as an entry point rather than a complete marketing strategy. It recommended combining cultural relevance with clear product benefits, investing in creator partnerships that demonstrate products in real-world contexts and tailoring messaging according to both category and market maturity.

It also warned against treating international expansion as a straightforward extension of domestic success. Instead of relying solely on Korean identity, brands should prioritise localisation and communicate functional value to consumers in different markets.

Ultimately, the next phase of K-culture's global growth will be driven less by exporting Korean culture itself and more by building brands that can earn a lasting place in consumers' everyday lives.

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