K-beauty Fever in Mexico and Europe

Korean beauty products have become more popular around the world, such as in Europe and in Mexico, in which a favorable image of Korea has rapidly increased after 2018 Russia World Cup that has recently ended.

On July 16, eBay Korea said after the Korea-Germany match on June 27, the weekly sales of products in the Korean beauty and fashion category at the eBay export website rapidly increased in Mexico compared to the week before.

Sales of products in the hair and styling category increased by 371%, while sales of K-beauty products increased by 13% and products in the men’s shoes category rose by 15%. This phenomenon is explained by the great influence of the “Mexicorea” effect that Korea’s appeal has rapidly increased in Mexico as Korea helped Mexico advance to the round of 16 with its win in the match with Germany.

A day after the Korea-Germany match, “eBay Shop Korea” executed an advertisement with a World Cup exhibition plan written in Spain and a combinational image of the national flags of Mexico and Korea through Facebook, emphasizing the “brotherhood.” This advertisement collected 2000 Mexican followers in a day, and a related Facebook posting earned 40 thousand views just in Mexico.

Along with Mexico, the interest and demand for K-beauty products has been also rising in Europe. On the 28th of last month, according to the “2018 third and fourth quarter export business survey index (EBSI) poll” of 1007 exporters by the Institute for International Trade under the Korea International Trade Association, the index for products, mainly including medications and cosmetics, has risen in main markets, such as in US and EU.