Pi Attitude Zone: Material Status

Korean Cool

If it’s to do with South Korea, young Chinese consumers have been saying, it’s cool, a ‘must-have’.

Music, DVDs, fashions and cosmetics with any kind of Korean association have been selling like hot cakes in China — despite the bizarre fact that many of the products concerned were manufactured in China in the first place, to Korean specifications.

Why have values from Seoul penetrated the souls of Chinese and other Asian consumers? Analysts conjecture that a latent Asian appetite for Western values and artifacts seems more “acceptable” if filtered through a Korean prism.

Perceived as neither entirely Western nor entirely Eastern, Korea has come to be seen as a gateway between oriental and occidental cultures.

Zone: Material Status Country: Asia / Pacific Product – Consumer Products