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.

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).

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.

 

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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.

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

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

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

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 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

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

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.

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.

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

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.

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.

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 results for the 2024 Overseas Hallyu Survey has been released, naming the most beloved K-Dramas of viewers from across the globe. The top 5 series consists of "Squid Game", "The Glory", "King The Land", "Crash Landing On You", and "Taxi Driver", in that order. For the third time since its release, "Squid Game" continues to dominate, earning mass-attention from audiences worldwide.

Conducted by the Ministry of Culture, Sports and Tourism, the Overseas Hallyu Survey aims to compile the data on the impact of the Hallyu wave. With a sample size of 25,000 people from over 26 countries, the survey tries it best to show an accurate representation of what types of K-Content is being consumed in different countries.

While many more amazing series have popped up over the years, "Squid Game" is still named as one of the most enjoyed K-Dramas by 9.0% of survey participants. While they're not all the same genre, they do have some similarities, and some clear cut reasons why "Squid Game" remains at the top.

 

Top Ratings And Streams

Looking at the list across the board, these series cover a variety of different themes. This includes everything from lighthearted romantic comedy to suspenseful thriller and heart-racing action.  As vastly different as they might be, they share a similarity in receiving top ratings and streams.

At their highest ratings, "Crash Landing On You" received 21.7%, "King The Land" ended on 13.8%, and "Taxi Driver" received 16% for season 1 and 21% for season 2 respectively. When it comes to the Netflix-produced shows of "Squid Game" and "The Glory", rather than percentage ratings, there are hours viewed. At its peak and according to FlixPatrol, "The Glory" reached an astonishing 124,460,000 hours viewed. But this seems pale in comparison to the 571,760,000 of "Squid Game".

Earlier, we mentioned that Squid Game was picked by 9.0% of survey respondents. The rest are as follows: "The Glory" (3.4%), "King The Land" (2.6), "Crash Landing On You" (2.2), and "Taxi Driver" (1.6). While the rest of these series are amazing in their own right, the difference between "Squid Game" still remains quite large, even three years after its release.

While these numbers don't tell the whole story, they portray these shows' mass appeal and how they naturally had the entire globe wrapped around their finger, eagerly moving from episode to episode. With a majority of these shows made available through Netflix, and "Taxi Driver" as the lone Amazon Prime Video representative, it was easy for individuals around the globe to become hooked and name them as their top series of 2023.

 

More Than Just A K-Drama

Now, we have a general idea of how well these series have done, according to stats. And while statistics might be a clear representation of these K-Dramas' success, when breaking things down, it becomes more than just the numbers. And in turn, these shows become more than just a regular, old K-Drama. In the case of "Squid Game", "The Glory", and "Taxi Driver", they certainly were not your typical K-Dramas that ended with a couple riding into the sunset towards their happily-ever-after. Instead, they erred more on the intensity of the world, how some actions are simply unforgivable, and the sheer ruthlessness of certain individuals. They introduced global audiences to a grittier, less explored side of K-Dramas that left a lasting impression on millions.

Looking over at "Crash Landing On You" and "King The Land", these two offered a totally different experience for viewers, acting as quintessential examples for your tried and true K-Drama. They had layers of depth and character development, while remaining lighthearted enough for you to witness a swoon-worthy romance, made you smile in unending laughter, and kept audiences coming back every single week.

Millions of individuals raved about these series' incredible success and how they managed to change the landscape of the K-Dramas we see today. And aside from the feel good happy endings and the idea that love is real from "Crash Landing On You" and "King The Land", they approached a myriad of real-life topics that are generally harder to talk about for any one person. "Squid Game" tackled economic disparity, "The Glory" depicted the lasting effects of bullying, and "Taxi Driver" portrayed the idea that the less fortunate can receive their due justice.

It's in these life lessons, combined with the pure entertainment factors, that make these shows so worth it.

 

The Lasting Effect Of "Squid Game"

It's no secret that Netflix's "Squid Game" became a world-renowned hit. According to data collected by Netflix, as of April 14th, 2024, "Squid Game" has received a approximately 265,200,000 total views, earning it the top spot of Netflix's Most Popular TV (Non-English) list. During its initial year of release, it became an international craze, with millions flocking to filming locations of the series, creating a boon in the tourism industry. Even the official VISIT SEOUL website curated a list of "Squid Game" filming locations that travelers could visit in Seoul.

Additionally, a pop-up playground was previously set up at Itaewon station, which ran from September 17th, 2021 until September 26th, 2021.

Many would think that the first year of global success aside, and with the amount of incredible K-Dramas that have graced our screens since, surely there would have been at least one to overtake the no. 1 spot from "Squid Game". However, going from 21.2% to 11.3%, and now 9.0% shows just how much presence the Netflix series continues to retain.

From mentions & reach to netizen sentiment, "Squid Game" remained truly relevant within such a fast-paced and ever-changing entertainment world. And while there are dips here and there, the sentiment around "Squid Game" is ultimately positive, a consensus shared by a large portion of survey respondents and the world. Although the drama's mentions and reach are on a downwards trend, it has yet to fall off completely, showing that audiences still have their tabs open to search more about "Squid Game".

Looking at it even deeper, there's many reasons for that.

 

The 'Wow' Factor

Entertainment-wise, "Squid Game" is truly a special title. As the characters participate in a series of missions in an attempt to earn a life-changing monetary prize, audiences await with bated breathe to see just who will make it out alive. Taking simple Korean games and transforming them to psychologically frightening tasks blows everything out of proportion, but creates such an inescapable  magnetic pull that you can't help but be dragged along by its explosive plot. This 'wow' factor certainly contributed to the overall success of "Squid Game" and how it became such a loved hit for three years in a row.

 

Spinoffs And Reimagined For Real Life

Even with its immense virality and worldwide influence, many probably could not foresee that it would incite others into action to replicate the hit series and create a real-life "Squid Game". One of the most notable attempts was done by popular YouTuber, Mr. Beast. Although the contestants do not carry a sense of desperation to succeed like the original characters nor is blood actually shed, the spirit of "Squid Game" is still present. This 26 minute video by the YouTuber now sits at around 600M views.

Then, just last year in 2023, Netflix tapped into the success of "Squid Game" and created "Squid Game: The Challenge". This was the official real-life rendition of the iconic series. While this was a bit more laidback like Mr. Beast's version, tensions were a little higher as the streaming giant tried its best to stay as true to the K-Drama as possible.

Outside of these, along with many other attempts to bring "Squid Game" to life, the iconic tracksuits, guard outfits, and more reached store shelves everywhere. Then when Halloween came around the corner, millions walked along the street dressed from head to toe in "Squid Game" attire, showing their enjoyment and outright affection for the show.

 

"Squid Game" Moving Forward

Considering the news about "Squid Game 2" and how it's going to drop sometime this year, it seems the craze is far from over. Rather, it will most likely receive a second wind, dominating watchlists and search engines worldwide. And even then, depending on whether or not the response for season 2 is similar or surpasses expectations, there could even be a chance that the "Squid Game" universe is expanded even further. This would pave the way for even more exploration into the "Squid Game" narrative and an expansion of an already complex story. This time next year, "Squid Game 2" could be like its predecessor and be chosen as the top K-Drama from 21.2% of survey respondents, or more.

What do you think of the results for the 2024 Overseas Hallyu Survey? Have you gone back to rewatch "Squid Game" in the past year?