There’s no doubt that a new K-Beauty product is always trending, especially when a K-Celeb is the face of said product. In recent news, we’ve seen big names like SEVENTEEN’s WonWoo named as the new model of Korean beauty brands like The Face Shop, ZEROBASEONE becoming the new faces of COLORGRAM, and RIIZE becoming the new models of ETUDE, and many more.

There is an abundance of K-Beauty brands with K-Celebs as the face/model/ambassador of the brand - and fans are dedicated to buying these products to support their favorite K-Pop idol or Korean actor. The Olive Young top product ranking (of Apr. 25, 2024) is a great example of this. Out of the 8 products shown, 4 of them have K-Celebs (namely MONSTA X's HyungWon, Go YounJung, 2AM's Jo Kwon, and ZEROBASEONE's Kim JiWoong) as the face of the product, which can increase the odds of consumers buying the product.

Olive Young Screenshot (25/04/2024)

If you've ever wondered why brands opt to add celebrities to their marketing campaigns, a look at the following data from 2021 by LaunchMetrics proves the impact that Korean celebrities (namely BLACKPINK's Jennie and JiSoo, and BIGBANG's G-Dragon) have had on international luxury brands for fashion and cosmetics (which has only grown stronger since then).

LaunchMetrics

If that is the impact that K-Celebs can have on international brands, then it goes without saying that they would have a similar impact on local K-Beauty brands, too.

However, recently fans have been raising the question wondering why K-Celebrities (especially veterans and big names) don't venture into creating their own cosmetics and beauty brands. If they did, surely they'd make a lucrative profit from their fans' support...

In the case of the Western world, artists like Beyoncé, Selena Gomez, and Rihanna have infiltrated the global beauty market with their respective brands. Beyoncé has recently gone viral for her content utilizing her hair care products Cécred, Selena Gomez has become a sensation on social media with her cosmetics brand Rare Beauty, and Rihanna has also created a cosmetics brand that is a staple on the dressing tables of many in the form of Fenty Beauty. So, why don't K-Celebrities leverage their fandoms and take the leap?

The K-Beauty Celebrity Cosmetics Landscape Is Not Non-Existent

If you're looking for K-Celebrity cosmetics, but feeling bleak because you can't find any, then don't despair. There is one brand that you can seek out!

That's not to say that K-Pop idols haven't ventured into creating their own cosmetics brands at all. Jeon SoMi is one of the first K-Pop idols to attempt her own cosmetics line.

 

View this post on Instagram

 

A post shared by 글맆 GLYF (@glyfing)

She launched the makeup brand GLYF which she had been working on since 2023.

Negative Reactions To A K-Celebrity Makeup Line

However, the product launch was met with some pushback from netizens as they questioned her intention/sincerity and the pricing of the product.

Some argued that Jeon SoMi's first product, the ILLUÉTTE Highlighter Palette (four colors) at 43,000 Korean won (about 31.39 USD), is too expensive.

Whilst this sentiment spread across communities, to be objective, similar celebrity brands in the West charge similarly or even more. The Fenty Beauty Killawatt Freestyle Highlighter (one or two colors) retails for 74,100 Korean won (about 54.02 USD) and the Rare Beauty Positive Light Silky Touch Highlighter (one color) retails for 25 USD (about 34,274 Korean won).

On the other hand, if you compare a similar highlighter palette (with 4 colors) from the Korean brand IPKN called the IPKN Flap One Face Palette, it retails for 32,000 Korean won (about 23.23 USD).

Note: all prices and conversions are as of Apr. 24, 2024.

GLYF Official / Fenty Beauty Official / Rare Beauty Official / Olive Young

Taking these brands into consideration, Jeon SoMi's product is slightly on the pricey side but not entirely out of reach. It is up to consumers to buy a product in their comfortable price range.

The Likeliness Of More K-Celebs Opening Brands In Future

Whilst K-Pop idols are at a career and popularity advantage to launch products in the form of beauty and fashion brands, there might be some hesitance on their part due to potential backlash from fans. Jeon SoMi is one case study, but so is former Girls' Generation member Jessica Jung, who faced backlash from her agency when trying to launch her current fashion brand BLANC & ECLARE.

Some fans perceive pursuing businesses like this as a distraction and a lack of dedication to being an idol. Even in the West, Rihanna has received a lot of backlash for not releasing music and focusing solely on her beauty brand, for example.

As K-Pop fandom prioritizes a relationship with the K-Pop idol, for instance, whilst there might be an outpouring of support for the idol's brand - fans might not like the change in focus.

There is also the issue of K-Pop idols losing out on much-needed brand deals essential to marketing their groups or themselves. This is because beauty brand models are usually tied to only promoting that specific brand due to exclusivity clauses in the contract.

Lastly, and naturally, creating a brand in a saturated market is also a huge risk that K-Celebs may not have the time or energy to take on. Especially in South Korea, where K-Beauty giants such as Olive Young rule the day, it might be difficult to navigate the brands under that umbrella and other competitors. Even a brand (distributor) as huge as Sephora (selling international brands) has had to close down operations in South Korea due to being unable to beat the local K-Beauty market.

If competition can be this fierce between distributors, then it will undoubtedly be just as fierce amongst actual brand competitors.

However, there is still hope that more K-Celebs will take the leap to create products that can help fans feel closer to or like them.

What do you think? Should more K-Celebs be starting beauty brands? Do you reckon that being the face of another K-Beauty brand and not starting their own is the best way for K-Celebs to be part of the K-Beauty industry?

The K-Pop industry is known to be a revolving door of innovation, creativity, and impactful star presence. The Hallyu wave has effectively taken over the world with idol groups and soloists, along with riveting K-Dramas at the forefront. Just like previous years, the Ministry of Culture, Sports and Tourism conducted the Overseas Hallyu Survey to determine overseas fans' favorites in various categories.

The main purpose of this survey is to compile the data on the impact of the Hallyu wave. With a sample size of 25,000 people from over 26 countries, the 2024 Overseas Hallyu Survey tries its best to show an accurate representation of what types of K-Content is being consumed in different countries.

In one part of the survey, respondents were asked "Who is currently your favorite Korean group/artists?". Let's find out their answers below!

Top 5 Favorite K-Pop Groups/Artists

1. BTS

GQ Korea

With an impressive 29.1%, BTS takes the top spot among overseas fans' favorite K-Pop idol groups/artists. While the BTS members were active with solo schedules, they slowly made their way into the army, one by one, in order to carry out their mandatory military enlistment. Despite fulfilling their national duty, the iconic boy group's musical influence, positivity, and unique outlook have cemented them as a top idol group.

2. BLACKPINK

BLACKPINK's Official Instagram

Following in second is world-renowned girl group BLACKPINK. They were selected by 13.1% of respondents as their favorite idol group. After the conclusion of their Born Pink World Tour, the iconic girl group decided to stay together with YG for group promotions, but would pursue their individual endeavors under a separate companies. Despite this, the very essence of BLACKPINK still resonated deeply with K-Pop fans across the globe for both their music and individuality.

3. Psy

SBS

When 'Gangnam Style' first dominated the world charts, it seemed like a fever dream. However, through its success, the Korean wave was able to make a resounding resurgence worldwide. This international success has remained with Psy since, praised for his contributions to Korean entertainment and culture. Psy had a somewhat quiet 2023 but was still able to fill concert venues and remained at the forefront of overseas fans' hearts, being selected by 2.9%.

4. BTS' JungKook

BTS' Official Facebook

BTS as a whole were successful soloists in 2023, however, the one member who was selected by 2.7% of overseas fans as their favorite artist was none other than the golden maknae himself, BTS' JungKook. Coming out with the album "GOLDEN", comprised of hits like 'Seven', 'Standing Next To You', and '3D', JungKook's career was elevated to another level. He was able to showcase his individuality as an artist, becoming a beloved name among the K-Pop community and beyond.

5. IU

IU Official

Rounding out the list at no. 5 is the lovely singer-actress, IU. The award-winning soloist was selected by 2.1% of overseas fans. In 2023, she earned immense love for her appearance in hilarious yet heartwarming sports movie, "Dream". Aside from this, IU is an artist that millions love worldwide, praised for her swoon-worthy musicality and incredible artistic prowess.

Top 5 Favorite K-Pop Groups Regional Breakdown

Translated by Kpopmap.com

Although the above artists were the overall consensus among overseas fans, there were some outliers among the various regions. In Asia - Oceania TWICE and BLACKPINK's Lisa took no. 4 and no. 5. Stray Kids were included in the Top 5 of the Americas and Europe. Then BIGBANG's G-Dragon was present among the fans in the Middle East and Africa. However, one common factor among all regions was BTS' place at the top. Even in a year where they all slowly transitioned into military service, they remained the hottest K-Pop act that the world has ever seen.

However, speaking of consistency, BLACKPINK remained at a constant no. 2, while they were beaten out by BTS' loveable maknae, JungKook, among the overseas fans in Africa. These rankings have remained quite similar over the past several years.

As seen through the results of the Overseas Hallyu Survey over the years, BTS and BLACKPINK remain a force to be reckoned with. They worked tirelessly, standing on the biggest stages worldwide, communicating with fans through whatever means possible. They built up a long-standing legacy within the K-Pop community that surely won't crumble anytime soon. And despite all the criticism and hardships they might have faced along the way, the groups remained resolute in their commitment to their profession as idols, leveling up at various moments of their career. Both BTS and BLACKPINK have become frontrunners of the K-Pop industry, recognized by millions, if not trillions, around the globe.

The BTS & BLACKPINK Effect

It's hard to describe just how big of an influence BTS and BLACKPINK have had on the K-Pop community, resulting in both groups being no. 1 and no. 2 on overseas fans' top 5 list. With such longevity in their careers and the ability to connect to audiences beyond music, they've become a mainstay within the various micro-communities scattered across K-Pop. Currently, the two groups are taking a pause in their careers as a group, with BTS in the military and BLACKPINK focusing on their solo endeavors. However, both BTS and BLACKPINK continue to show up in netizens' mentions, extending their reach past the dedicated fandoms of ARMY and BLINK.

Kpopmap

As a result of their continuing fame, despite being in a rest period of their group career, the sentiment towards the two are quite positive as fans patiently wait for their return.

Kpopmap

And while it might be some time until we're able to see both BTS and BLACKPINK take the stage as a full group, this proves one thing: they show no signs of slowing down. The fact that people are still mentioning and searching about the two groups showcases their massive allure, bewitching the entire world to fall into their ocean of charms. This affection is well-earned, backed up by spectacular stages, heartwarming social media interactions, and being treated to additional content, so their absence is rarely felt. With this, it's quite likely that even future iterations of the Overseas Hallyu Survey will result in the idol groups being no. 1 and no. 2 once again.

Other Consistent Star-Studded Names

JYP Entertainment

The prestige of BTS and BLACKPINK aside, along with Psy, there are even more names that deserve recognition for leading the Hallyu wave to even bigger heights. When talking about the globalization of K-Pop, one cannot forget about JYP Entertainment girl group TWICE. They've become a sturdy cornerstone within the industry, consistently selling out concert venues and becoming more than a national gem. Now, fans everywhere cheer their name at their various world tour stops and all across social media.

Kpopmap

The interest over time towards TWICE has remained consistently high over the past 5 years, peaking around the times of their world tour, year end award show performances, and new releases. With such a strong fanbase and even interest from casual K-Pop fans, the girl group has an enormous stake in the K-Pop industry. Their presence is undeniable and will surely continue to persist, even with the changing of generations.

Then there's celebrated veteran, IU, who has managed to remain in the top 5 K-Pop acts for overseas fans for the past several years. Her sheer influence in the K-Pop scene cannot be understated, as she's also able to bridge the gap between music show stages and drama film sets.

Kpopmap

Over the past 5 years, similarly to TWICE, netizen's interest over time towards the soloist have remained at a constantly high rate, showing huge jumps during song releases, news of her relationship status, and the moment she announced her world tour. Apart from BTS, BLACKPINK, and Psy, these two amazingly talented and renowned artists have remained at the top of the K-Pop scene, receiving love from international fans far and wide.

Newer groups from the fourth and fifth generation are currently showcasing a parade of talents, vying for the top spot in overseas fans' heart. Only time will tell if they'll have the ability to be included in the Overseas Hallyu Survey and be mentioned among the top 5 groups of overseas fans.

What do you think of the results of the Top 5 K-Pop Idols/Artists for the 2024 Overseas Hallyu Survey?

The day many fans all over the world have been waiting for is finally here. To the joy and celebration of fans all over the world, MIYA, formerly of GWSN, has made her solo debut! Earlier this year, MIYA released her first-ever solo track in Korean called 'MIYAO'. 'MIYAO' is an edgy, addictive, and unconventional track about loving yourself in all your unique glory, 'MIYAO' is the perfect beginning to a whole new chapter of MIYA's artistry, and we're so ready for what's next.

For those who might not know, MIYA is a former member of the K-Pop girl group GWSN. She has gone viral time and time again for her unique vocal color and rap but also because of her strikingly gorgeous visuals and distinct fashion. She is also a painting artist, which adds yet another layer to her multifaceted talents. Now, the idol is setting off on a solo journey of musicality, art, and creativity, and we could not be more excited. If 'MIYAO' is just the beginning of what's to come from MIYA as a soloist, fans are going to be more than satisfied.

To find out what MIYA has planned for the future while also going back to how she prepared for this big step with 'MIYAO', we sat down for an exclusive interview with the idol herself. Of course, we cannot forget about fans, and so we picked some fan questions for MIYA to answer as well!

So, without further ado, let's get into the interview!

MIYA's Instagram

First of all, congratulations on your solo debut MIYA! Fans are curious about how you've been doing since returning to Japan. After wrapping up your busy life in Korea, did you find healing returning to your original routine in Japan and pursuing activities you've wanted to do? It must have been enjoyable to reunite with your family and friends! If there are any memorable or joyful episodes you'd like to share for the fans who wished for your happiness, please tell us!

Firstly, I missed Simon who is being raised at my Japanese home so much. Even though there were opportunities to meet family and friends during the activity period in Korea, I couldn't see Simon except when he came home on vacation, so I missed him more than anyone else. I was worried that he might have forgotten me because we hadn't seen each other for so long, but when I opened the front door, he was waiting for me, crying. I was so happy. So, for a while, I didn't go anywhere and stayed with Simon all the time. After that, because I like driving, I went for drives with friends or my mother.

From meeting your new agency to releasing your new solo single, we're curious about the renewed determination and resolutions you made.

During my activities, I gained new experiences and found the courage to pursue things I hadn't been able to before. As a solo artist, there are many opportunities available, so I want to maintain a mindset of taking on new challenges.

Fans have been waiting for your solo debut for a long time now, and I’m sure you have been too! When did you start working on ‘MIYAO’ and what inspired you to do so?

I started with selecting songs back in December last year. Since my solo activities began in Japan, I've been active through various media outlets. I felt that I wanted to show both singing and dancing because I believe fans are definitely looking forward to seeing that side of me.

‘MIYAO’ is your first song as soloist MIYA, and you co-wrote the song with your fellow GWSN member Lena. Did you always have plans for this kind of collaboration?

No, I didn't even think that Lena would do the production.

Did you encounter any difficulties along the way?

During recording, English pronunciation was actually more challenging than Korean pronunciation for me, haha.

‘MIYAO’ is a confident and powerful song about loving oneself and being proud of one’s uniqueness. Has this always been your motto?

It wasn't something I originally had in mind, but I discovered it through my activities in Korea.

When did you realize the importance of loving yourself and your individuality?

I believe it's something that people around me, including fans, have made me aware of.

Do you have any tips for fans who are struggling with loving themselves?

Be objective about yourself!

MIYA Staff on X

MIYA’s style and fashion has always impressed fans. In the music video for ‘MIYAO’ too, fans were amazed at your unique fashion sense. How would you describe your personal style?

I have various styles, but fundamentally, my fashion leans towards a street-style vibe with loose and comfortable clothing. I express my personality through accessories and items.

Do you have any fashion role models or influences?

I often get ideas from idol or artist stage costumes, as there are many cute styles there.

For fans who want to dress like you, please give 3 styling tips for spring/summer.

I'm currently obsessed with sunglasses, oversized denim pants, and socks!

MASTER LIGHTS Inc.

Your first-ever solo event, "38+62 (MIYA and MUNI)", and art exhibition, "MIYA's PLAYGROUND", are coming soon! How are you preparing for your first solo event? Do you have any special surprises planned for fans?

Since it's my first solo event, I'm thinking of various ways to make it special and enjoyable for everyone who comes to hang out. Please look forward to it!

MASTER LIGHTS Inc.

Fans have always loved your art, and with this art exhibition, we can say that you are debuting as an artist! How long have you been working on the pieces that will be shown at this exhibition?

Honestly, I've drawn a lot of pictures over the years, but most of them were given away as gifts, so I hardly have any left, haha. That's why the artworks I've created this time were intended for an exhibition after returning to Japan. I think the preparation period was about a year!

Can you tell us about the inspiration behind some of your artworks?

I draw by observing artworks by other artists or things I encounter in daily life, as well as things that pique my interest.

Do you have any goals as an artist?

I want to be an artist who is active in various fields.

With how brilliantly versatile and talented MIYA is, we're sure that she will be able to dominate myriad fields as a multifaceted artist in the future and throughout that journey, she will have fans by her side.

MIYA Staff on X

Speaking of fans, it's time to let MIYA answer fans' questions!

We asked fans to submit their burning questions for MIYA and the idol has answered some of them! Keep reading to find out if your question got answered by MIYA and don't forget to let us know your thoughts on X!

@miya__lv38 - What type of character (in terms of personality) would MIYA like to play in acting?

I want to try various types. Dark, unique...

@univlove_ - What is your song of the moment you want to share with us? Also, we love you, ‘MIYAO’ is amazing. #Kpopmap_Ask_MIYA

Thank you for always showing me so much love! My favorite song is Cheers (with ELLE KOREA)!

@miyagender - How is recording a song and music video different as a solo artist? #Kpopmap_Ask_MIYA

I felt a bit uncomfortable during the music video shoot when it came to dancing alone because it's not something I'm used to.

@loveme4rina - what countries would you want to perform at in the future? Canada would love to have you #Kpopmap_Ask_MIYA
 

I want to go to countries where there are people supporting MIYA!

@_miyanii - What’s a regular schedule in a day for MIYA? #Kpopmap_Ask_MIYA
 

I usually create artwork at home or go to the gym. Sometimes I go to cafes to work while drinking coffee.

@Recipe4Groo - You have done modelling, acting and now singing— What do you plan to do next? #Kpopmap_Ask_Miya
 

In the future, I want to engage in diverse activities in various fields.

@grooing4gwsn - #Kpopmap_Ask_MIYA I'm curious about your favorite part in the new song 'MIYAO' and the reason why!
 

"No matter what anyone says, I won't change" that's one line from the lyrics that best represents me.

@snowy_chimmy - Are you planning on releasing more songs in Korean? #Kpopmap_Ask_MIYA
 

Of course!! > <

MIYA Staff on X

That's not all! We also shared some of fans' heartfelt messages to MIYA and she very kindly responded to them!

@grooing4gwsn - #Kpopmap_Ask_MIYA Congratulations on MIYA's solo debut! 💛 As a fan who has been supporting and waiting for MIYA, I am also happy and moved! Thank you and I love you for coming to meet us with the 'MIYA-like appearance' that we all know and love 😻🫶 Watching MIYA gives me confidence too! Congratulations once again and love you!!!

Thank you so much for continuously supporting, loving and waiting for me so far! I will continue to work hard in my way in the future!

@miya__lv38 - This is a message for Miya-chan. My name is Jackie. I always talk about Mexico. You are my favorite artist in the whole world. Also, I will do my best to meet you in person someday. Even if you can't come to Mexico, I will go to Japan. #Kpopmap_Ask_MIYA

I always receive support from Mexico! I'm looking forward to seeing you in Japan, and I hope you look forward to seeing me in Mexico!

How do you feel when you see that fans from all over the world are supporting you like this? Please say a few words to these fans as well as global fans who are reading this interview and supporting you!

If I hadn't taken a single step in the country of Japan, I wouldn't have been able to meet all of you who support me like this. I'm happy and it feels amazing to be able to meet you. While it's challenging for me to travel the world, I can still share my activities with everyone worldwide. So please continue to look forward to Miya’s activities in the future!

 We will definitely be looking forward to MIYA's dazzling, creative and diverse activities in the future. MUNI, what about you? Let us know on X!

Until next time, let's stream MIYA's 'MIYAO'!