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2020.06.19 21:54

33 Keys to Understanding the Korean Wave #31 The Myth of K-Beauty

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33 Keys to Understanding the Korean Wave, Hallyu

#31 The Myth of K-Beauty

*Note to Readers

The columns published in the Zoom section of NYCultureBeat contain selected excerpts—typically the opening paragraphs—from each chapter of the book 33 Keys to Understanding the Korean Wave: Beyond BTS, Parasite, and Squid Game (2025). These previews are meant to introduce the book’s themes and tone.

The complete book—featuring 33 updated chapters and new cultural insights—is available in both paperback and hardcover editions:

Paperback: https://www.amazon.com/dp/B0F7HYLVCL

Hardcover: https://www.amazon.com/dp/B0F7HZ34Y3

Actress Lee Young-ae of LG Household & Health Care “Whoo,” Actress Song Hye-kyo of Amore Pacific Sulwhasoo, and K-Pop star BTS of VT Cosmetic.

First came the wave of manufacturing from Korea, with Samsung and LG; then the K-pop stars, including the break-through international sensation of Psy’s “Gangnam Style.” Now comes the latest import from South Korea: a formidable array of beauty products.

-See The New York Times, “South Korea Exports Its Glow,” Oct. 20, 2014-

K-Beauty Emerges as the 4th Largest Cosmetics Exporter Globally

According to statistics from the Ministry of Food and Drug Safety (MFDS), exports of Korean cosmetics in 2023 reached $8.46 billion, a 6.4% increase from $7.95 billion in 2022. This makes Korea the 4th largest cosmetics exporter in the world, following France ($21.89 billion), the United States ($11.08 billion), and Germany ($9.75 billion). Italy is the 5th largest exporter with $7.36 billion. Imports of foreign cosmetics to Korea decreased by 1.5% from the previous year, totaling $1.325 billion, resulting in a trade surplus of $7.15 billion. Korean cosmetics were exported to 165 countries, with the top destinations being China, the United States, Japan, Hong Kong, Vietnam, and Russia.

Ancient Roots of K-Beauty: From Joseon to Modern Innovation