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 doors of the 5th generation of K-Pop have flown wide open as groups like ZEROBASEONE, BOYNEXTDOOR, and KISS OF LIFE have entered the fray. Along with this new batch of idols, the music industry has evolved with it, creating an all-encompassing wave of new talent, producing chart-topping hits and in turn, creating their own legacy.

Many of these groups have been off to a swimmingly good start, with some earning the title of monster rookies and even being considered early leaders of their generation. One of the newest groups to officially enter the field is YG's very own BABYMONSTER. Earlier this month marked their debut as a full group, while previously BABYMONSTER's AhYeon had to sit out of their first round of schedules due to health issues. Seeing BABYMONSTER as a full, 7-member group makes the wait worth it, causing all fans to revel in how busy they've been since, receiving recognition and praise.

While they are currently turning heads with their most recent title track 'SHEESH', the public sentiment hasn't always been positive. However, through their hard work and noteworthy skills, they were able to change the tide of public perception, earning endless praise.

 

Aftermath Of "Last Evaluation" & Expectations

In true YG fashion, the members of BABYMONSTER were revealed through the likes of "Last Evaluation". The series, which can be found on BABYMONSTER's Official YouTube channel, felt part documentary and part survival program — without actually being a survival program. Upon witnessing the girl's performances and their outstanding talent, netizens began falling head over the heels for the them, pushing each members' introduction and pre-debut live performance videos view count into the millions.

And despite there being a chance that BABYMONSTER might proceed with fewer members, to the joy of fans across the globe, it was announced that they would be continuing as roster of seven. Seeing just how talented each member is in terms of vocal talent, dancing prowess, and sheer stage presence, it would have been difficult to see any of them eliminated. Even before the dust had settled, BABYMONSTER released the pre-debut song, 'DREAM', a moving ballad that talked about the members' idol journey thus far.

Witnessing their evolution as artists and formation into the formidable BABYMONSTER, expectations were understandably high for the upcoming girl group. While they had big shoes to fill, being the next YG Entertainment girl group after the world-renowned BLACKPINK, "Last Evaluation" showed that they had their own special color and shine, befitting of the name BABYMONSTER. Even then, they had the potential to forge their own path, away from the giant, looming shadow of their predecessors.

 

Shortcomings Of 'Batter Up'

Even in the midst of AhYeon's hiatus, BABYMONSTER pushed through to present a six-member iteration through 'Batter Up'. About two weeks after its release, the music video was noted to be at 88M views on YouTube and now sits at 240M (as of April 18 KST). These numbers alone should spell out success in big, capital letters for everyone to see. However, despite the hot response, those who weren't already loyal supporters of the girl group felt that the song simply fell short.

It was already a known fact that the girls were talented beyond belief, with the skillset capable of shaking the world right down to its core. However, it seemed that wasn't enough to carry a song so typically YG, but also so typically outdated. At the time of its release, while many fans were rejoicing in its release, internationally acclaimed NME gave 'Batter Up' a 2 out of 5 stars rating. And it seemed this sentiment roared throughout the K-Pop community. YG Entertainment has a reputation of standout artists, producing the likes of BIGBANG, 2NE1, and BLACKPINK. However, while the groups just previously mentioned had a clear, distinct identity, while still maintaining the YG color, 'Batter Up' and BABYMONSTER at the time simply felt like a replica of those who came before.

Both international fans and Korean fans were in agreement: the girls were talented, but 'Batter Up' was not the right song to show this. In terms of quality, originality, and compatibility with the girls, it was a difficult start for the YG Entertainment girl group. Despite all these criticisms and shortcomings, the girls managed to receive various accolades, from topping global iTunes charts and entering Billboard charts via the World Digital Song Sales chart. The potential was there, BABYMONSTER just needed the right song and promotion to do so.

 

Rebirth And Netizen Sentiment With 'SHEESH'

As excited as people were about the girl group, they naturally dropped off the radar for many, as they didn't have any promotions for 'Batter Up' and outside of a few content uploads across social media, they effectively went radio silent. Looking at their interest over time via Google Trends, there was a sharp drop right after the week of November 26th - December 2nd, the release of 'Batter Up'. While never falling completely down to 0, the K-Pop community still held their reservations towards BABYMONSTER on whether they could live up to their potential and become a leading force in this new generation of K-Pop.

Then, with the start of 2024, good news after good news broke, as it was announced that AhYeon would be coming out of her health-related hiatus and BABYMONSTER would finally kick off their career as 7, set to release their first mini-album on April 1st. However, due to 'Batter Up', everyone still remained wary, cautious to really go all in.

And they might have been right to do so, as once again, 'SHEESH', along with the rest of "BABYMONS7ER", manages to fall short. Both music critics and netizens felt that BABYMONSTER still remained without an identity, and merely trudged along, riding on the success of their predecessors. However, there are a few differences to note between 'SHEESH' and 'Batter Up'. One is that some felt this title track was a step in the right direction. It clearly showcased the girls' strengths better and is a bit more catchier than 'Batter Up'. Also, there's the fact that this time around, BABYMONSTER would be able to strut their stuff on music show stages. This proved to be the turning point that they needed, effectively crushing the criticism thrown their way.

 

Turning Point And Rising Netizen Sentiment

Through a series of live music show performances, appearance on JTBC's "Knowing Bros", and outside content with popular YouTube channels like it's Live and Idol Human Theater, BABYMONSTER was gaining traction and showed no signs of stopping. In the few weeks following their debut until now, netizen sentiment became overall positive, with their mentions and reach reaching all time highs.

Even their live radio performances, which usually get less traction than music program showings, have gained 2M and 929K worth of views, as of April 19th KST. While the YG girl group does have a loyal fanbase and YG Family supporters, there's a lot more casual K-Pop fans who have taken notice of the rising rookies. You can check out the video for their KBS radio performance down below and see for yourself.

While the song felt lackluster at first, it has really grown on the public through the power and sheer talent BABYMONSTER holds. This shift of generations has countless groups scrambling to take a seat at the top. While they might have experienced a few hiccups on their way, BABYMONSTER are well on their way to become one of the newly celebrated and recognized leaders of not only their generation, but the industry as a whole. At the level they're at now, it will be exciting to track and witness how far the girl group will go and what records they might break in the process. Fans and critics alike might find it difficult to separate BABYMONSTER and BLACKPINK, since the two are so deeply interwoven, but through the success of 'SHEESH' and the girls' innately lovely personalities, they'll be able to forge their own path and proudly stand as the next generation of YG Entertainment.

Have you been following BABYMONSTER's journey? What are your thoughts in the change of netizen sentiment?