What drives your purchase decision? In my case, I usually try new stuff by myself on-site if available, then make a decision. In other words, I rarely purchase goods without using it firsthand. However, the new generation has a very different purchase pattern. They tend to rely on influencers. In their viewpoint, they trust influencers’ decision more than their peers or family.
In this post, I’d like to talk about K-Beauty influencers in Asia. First off, after I spent some time on this topic, I couldn’t believe how much K-Beauty has grown over the last decade. As far as I can remember when I was young, people thought high-quality beauty products should be from Europe or the USA. But now a lot of people use K-Beauty products over foreign products in the domestic market and it’s spreading to the global market. Secondly, I got surprised to know that quite a few popular beauty product influencers in the Asian area have become advocates of K-Beauty products.

Have you heard about “Ascia Al Faraj” from Kuwait?
Check out this article before moving on. https://www.harpersbazaararabia.com/people/news/kuwaiti-blogger-speaks-up-on-youtube-about-removing-the-hijab

She became popular not only as an influencer fashion blogger but also as someone from Muslim culture who removes Hijab in her public appearances such as YouTube. As you can imagine, it’s really a big deal in Muslim culture.
Now she became huge advocates of K-Beauty products. She got to know Korean cosmetic brands from a few years ago. Ascia has quite sensitive skin. So she had to be careful to choose what to use otherwise, she would instantly have skin troubles. She like K-beauty products because it focuses on healthy skin, in other words, it won’t use harmful or artificial ingredients. When Ascia started promoting K-Beauty products through her social media such as Instagram and YouTube, a lot of women in the Middle East area started using K-Beauty goods.

Wanghong Weiya
20K K-beauty products old in every two minutes while Wang Hong Viya started streaming her show on the internet.
She sold $43,17 million in sales in a single live streaming show.
I couldn’t believe this. She is indeed a huge legend even in China. As a huge influencer in Beauty and Fashion area in China, she started selling K-beauty products in China. However, she noticed that there are a lot of counterfeit products in China. So she decided to stream video everything from scratch. I mean literally everything. From getting on the plane, and visiting local cosmetic stores, then she purchased goods as soon as she got an order in real-time via Chinese online streaming platform (remember YouTube is blocked in China.) Then finally she rented a container to ship all orders from the show, then streamed every second of loading products in real-time to make sure that the products Chinese customers ordered are indeed authentic. Surely, she thought her words weren’t enough. Due to her unique approach, purchasing stuff through her means it’s really authentic products!
Korea-Japan trade war.
Even though the trade war between Korea and Japan is still ongoing, there are quite a few influencers from Japan promoting K-Beauty products. Since this is about K-beauty and its relationship with influencers’ story, I won’t talk about the trade war, however, should you be curious, check out this article.
https://time.com/5691631/japan-south-korea-trade-war/
Years ago, it was quite the opposite. We relied on beauty products from Japan. But now, women in Japan fell in love with K-beauty. It all started because of K TV Shows. Actors and actresses looked all very young from the show, therefore Japanese women got curious about what those celebrities use. Now through word of mouth thanks to YouTube, SNS influencers K-Beauty products are really popular.
Thanks to K-Beauty, color contact lenses from Korea also became very popular. I will talk about this in a separate post.
Should you be curious about K-Beauty stuff, google it now or check out influencers SNS introduced in the above! You might be also mesmerized by its beauty!







































