Young Vietnamese consumers learn about
Korean beauty trends through K-dramas and K-pop while sharing K-beauty tips on
social media. As a result, Korean cosmetics enjoy high popularity in Vietnam,
especially dominating the lip makeup segment. However, for new brands to
succeed in this competitive market, localized product offerings and marketing
strategies are essential. Additionally, the growing interest in anti-aging
among Vietnamese consumers has led to significant growth in skincare, beauty
products, and health supplements across a wide range of categories.
K-Beauty Trends Spread Through Korean Idols
Vietnamese youth often adopt Korean beauty
trends through exposure to popular K-pop idols and dramas. Blackpink members
Lisa and Rosé, in particular, have sparked interest in their skincare routines,
with related content gaining traction. Vietnamese students, inspired by such
trends, share K-beauty tips on their social media platforms, increasing
awareness of products like toner pads and serums. Korean cosmetics are
especially popular in Vietnam, with a strong foothold in the lip makeup sector.
Korean brands are in high demand due to
their minimalist, sophisticated designs and regular product launches. Products
that suit East Asian skin tones, such as trendy lip tints, liquid lipsticks,
and lip glosses, are particularly popular. Korean brands emphasize elegance and
aesthetic appeal, which are evident in the visual allure of their offline displays
and social media posts.
By blending stylish product designs with
targeted localization, K-beauty continues to thrive in Vietnam's dynamic
market.(CMN, 2024. 11. 28). |
