Category
Fashion
Seasonal Storytelling
Trend cluster
Category
K-Pop
Expansion
K-Pop fandom expands into branded products & merchandise across various categories.
4.4
Trend score
What's Happening
What is the K-Pop Expansion trend?
K-Pop Expansion: As K-pop continues to receive recognition overseas, popularity over these international music sensations are resonating in unexpected brand collaborations and product lines. Capitalizing on the influence of the music and the fan bases of the individual idols themselves, brands in fashion and cosmetic spaces are tapping into this cultural phenomenon.
Insight
The consumer insight behind the K-Pop Expansion trend
The impacts of globalization don't just exist in politics and economics, but in cultural influences as well. In recent years, North American consumers have become increasingly interested South Korean culture in particular, with everything from music to skincare trends from the country being extremely popular here. The appeal for North American consumers exists in the innovative ways in which South Korea is able to create and present cultural trends.
Trend themes
Themes within the K-Pop Expansion trend
Three behaviours holding the trend together01
Global Expansion
The rapid growth of k-pop music across numerous regions inspires increasing demand for branded products and merchandise created in collaboration with popular artists.
02
K-Beauty Innovations
The popularity of South Korean trends and beauty standards continues to influence new product collaborations with K-pop stars, leading to innovative and advanced skincare and haircare products.
03
Celebrity Endorsements
Collaborating with major K-Pop stars as brand ambassadors leads to growth potential and global brand recognition within beauty, fashion, and sports industries.
Industry implications
What the K-Pop Expansion trend means for industry
Where the trend changes the playbookFor
Fashion Retail
Capitalizing on the influence of k-pop music and the fan bases of individual idols for marketing campaigns and product lines to expand an inclusive brand image
For
Beauty and Skincare
Aligning with Korean beauty and skincare standards to inspire advanced products and reframe brand image
For
Sports Apparel
Collaborating with major K-Pop music stars as brand ambassadors to expand brand recognition and reach for streetwear campaigns as an example of cultural expansion
Workshop question
What cultural phenomenon could your brand tap into to better showcase your awareness of global trends?
Trend signals
Trend signals for K-Pop Expansion
Trend score 4.4 out of 10, from popularity 60%, activity 63%, freshness 8%.
Popularity60%
Activity63%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Asia-Pacific
Evidence
Examples of the K-Pop Expansion trend
6 featured examples from Dec 8, 2017 to Feb 12, 2019CategoryFashion
K-Pop Sneaker Campaigns
Reebok and K-Pop Star Somi are Collaborating on the Club C Campaign
Disruptive innovation opportunity: Integrate diverse cultural narratives into fashion campaigns to appeal to a wider audience.
CategoryFashion
K-Pop Hair Dyes
Mise-En-Scène and K-Pop Group Blackpink Collaborated on a Colorful Hair Dye
The skincare industry can explore partnerships with K-pop groups and influencers to develop novel products with unique ingredients and formulas that cater to the growing K-Beauty…
CategoryPop Culture
K-Pop Skincare Lines
Korean Boyband BTS Launched Their Own Skincare Collection
Disruptive innovation opportunities for beauty industry players to collaborate with popular artists and offer exclusive product lines.
CategoryPop Culture
K-Pop Band-Designed Streetwear
Anti Social Social Club and BT21 Joined BTS on a Special Capsule
Fashion brands and retailers can explore collaborations with K-pop bands and cartoon characters to attract a wider customer base.
CategoryFashion
K-Pop Acne Treatments
The Branded BTS Skincare Products Tackle Blemishes
The beauty industry can capitalize on the K-Pop skincare trend by partnering with these celebrities to create unique and personalized skincare and cosmetic lines.
CategoryLifestyle
K-Pop Star-Modeled Baseball Apparel
Major League Baseball Channels EXO to Showcase Its FW18 Pieces
Sports apparel brands can explore partnerships with fashion labels to create unique and trendy streetwear collections.
