Author: Florence Tan

SUCCESS OF BAKERY-PASTRY IN SOUTH KOREA

The largest pastry fair took place in Paris for its first edition. From June 15 to 17, more than 50,000 visitors came to Porte de Versailles. While the attractiveness for French pastry is still present, how is the baking and pastry market in South Korea? French bakery/pastry market in South Korea The French pastry market is booming in Seoul. French know-how radiates and pleases most Koreans. Introduced in the 19th century, this market is exploding today in the Korean market. Besides, the big bakery chains like Paris Baguette and Tous les jours, independent bakeries are omnipresent in the Korean...

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THE BOOM OF CHINESE DRAMAS: GENERATIONAL TREND

Tensions between China and South Korea, regular censorship of foreign content and Chinese video broadcasting platforms partly explain the rise of the creation of Chinese dramas. The Chinese prefer family over friends. Generally, Chinese people go home directly after work or school to spend time with their family. Therefore, the series/movies have an overriding place in China. Indeed, it is an opportunity for them to spend time and relax together. Thus, the market of Chinese dramas is booming, following an increasingly strict censorship of the government. CHINA INTERDICTION OF K-CULTURE GOODS IMPORTATION Korean culture still has a significant influence...

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KOREAN CELEBRITY ENDORSEMENT: THE NEW MUST FOR BRANDS

First of all, a celebrity can be defined as a person enjoying a certain notoriety among a population. Being in collaboration with a celebrity is usually an effective strategy to attract the consumer’s curiosity and increase his loyalty. Today, there is a trend of brands for Korean muses. How to explain this Korean wave? Explosion of K-culture The popularity of South Korea is intensifying in Asia. Indeed, the explosion of international cosmetics, its modernity, its K dramas and its K pop participate in the interest of foreigners for Korea. Of course, brands know that trends pretty well. Indeed, despite...

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KOREAN BLOGGERS: A WORLDWIDE INFLUENCE

Latest trends, latest tips: internet is full of information and news. Blogs have become a major source in web content feeds. They feed curious minds and promote the exchange of information around internet users’ tastes. With the boom of the internet and the multiplication of influencers, the competition between bloggers is at the top. Driven by an increasing demand, Internet users and more and more numerous, the blogger must develop innovative content and quality. Especially adapted to its audience and its culture. In addition, these bloggers specialized in all types of domain, build a large community of fans. And...

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