A survey found that more than half of the main consumer demographic in major countries around the world had purchased K-products (including services) such as K-food, fashion, and beauty last year. Additionally, a significant portion of these consumers expressed a strong interest in the K-wave (Hallyu).
According to industry sources on the 14th, results from the "Global K-Wave Consumer Survey" conducted by CJ Group at the end of last year among 7,100 people (aged 15 to 49) in 12 major countries, including the United States, Japan, China, the United Kingdom, and France, showed that 53% of respondents said they had "directly purchased K-products," while 75% answered that they have a "strong interest in the K-wave."
Interest in K-food was particularly high. In the same survey, 63% of respondents reported having experience dining out at K-food restaurants, and 76% said they were interested in K-food dining. The frequency of K-food dining out averaged 2.4 times per month, and 55% of respondents said they eat Korean cuisine as a takeout or dine-out meal at least once a month.
The frequency of K-food dining out by country was highest in Vietnam at 3.14 times per month. This was followed by the United Arab Emirates (UAE) at 3.02 times, Saudi Arabia at 2.94 times, the United Kingdom at 2.87 times, and Japan at 1.42 times. The frequency of cooking and eating K-food at home averaged 2.8 times per month, which was higher than the dining-out frequency. The proportion of people who eat Korean cuisine at home at least once a month was surveyed at 59%.
The "Overseas Korean Cuisine Consumer Survey" conducted last year by the Ministry of Agriculture, Food and Rural Affairs and the Korea Traditional Cuisine Promotion Institute also showed that the rate of visiting local Korean restaurants within the past year rose from 64.6% in 2023 (surveying 9,000 people in 18 cities) to 71.7% in 2025 (22 cities, 11,000 people). This means that approximately seven out of ten foreigners visited a Korean restaurant.
K-beauty also received significant attention. In the same survey, "K-beauty purchase experience" was reported at 50%. While previously famous products maintained popularity for long periods, recently new products have been leading the market. The market has also expanded from skincare to hair and body care, as well as beauty devices.
Furthermore, while K-beauty's popularity used to rely heavily on specific countries such as China or the United States, growth in K-beauty experiences is now continuing across Europe, Australia, and the Middle East. Accordingly, domestic K-beauty companies are racing to expand their products and brands into various countries.
The expanding global influence of the K-lifestyle, confirmed by data, is analyzed as being driven not by independent growth of individual K-industries, but by mutual influence that has expanded their scope. This reflects a trend where the popularity of K-pop and K-dramas extends to K-food, beauty, and K-fashion.
A CJ Group official stated, "The conversion effect of K-content leading to consumption of K-food and beauty has already been confirmed through both data and on-the-ground observations, and within the flow created by the K-wave, food, beauty, and fashion have become interconnected."
in INDUSTRY
