South Korea’s oral care market: How consumers maintain oral care despite not brushing their teeth “at least three times a day”
In 2024, South Korea’s oral care market stood at USD 975.9 million. While significantly smaller than the United States (USD 11.4 billion), the gap compared to neighboring countries, such as China (USD 2.6 billion) and Japan (USD 1.6 billion), is smaller than expected given their significantly larger populations. Overall, Koreans show high awareness of oral […]
Food fad sweeping in Korea: How a Dubai chocolate bar sparked a nationwide craze
In 2024, Dubai chocolate became popular in South Korea. Specifically, a single imported chocolate bar from Fix Dessert Chocolatier turned into a nationwide, cross-category phenomenon within months. Introduced as a premium department-store dessert, it rapidly scaled into mainstream convenience retail, cafe chains, and even alcohol, demonstrating how a food fad sweeping in Korea develops and […]
South Korea’s weight loss market: How a culture of “lifelong homework” sustains market expansion
In Korea, so many struggle with weight loss that there’s a saying that “going on a diet is lifelong homework”. People constantly pursue slim body types, trying all sorts of weight loss methods. These methods were often unsustainable, like the extreme IU diet, named after a celebrity, which involves an apple, 1-2 sweet potatoes, and […]
Seollal shopping: How Koreans shop, gift, and celebrate the Lunar New Year
Seollal, or Korean Lunar New Year, marks the beginning of the new year according to the lunar calendar and is officially observed as a three-day national holiday. However, many people take additional days off to extend the break. The date changes each year, typically falling between late January and mid-February. In 2026, Seollal took place […]
High cost pressures are reshaping consumer spending in South Korea’s wedding market
In 2024, there were 222,412 marriages in South Korea, a 14.8% year-over-year growth, according to Statistics Korea. This is the highest growth rate since 1970, though still 7% below the pre-pandemic 2019 level of 239,159 marriages. Although people are continuing to get married, high cost pressures are driving couples to rethink traditional formats in South […]
South Korea’s cancel culture: What it reveals about consumers and how it impacts brands
In South Korea, it is no surprise that there are higher expectations for how celebrities should look and behave. South Korea’s cancel culture reinforces these expectations as celebrities are not only expected to be visually appealing but also to uphold the highest moral standards. They are expected to act humbly, be polite, and avoid unethical […]
South Korea’s pet industry: A March 2026 regulation is expected to accelerate the shift toward a pet-friendly society
South Korea’s pet industry is expected to undergo significant changes. In March 2026, a new government regulation will take effect allowing pets in a broader range of public establishments, including cafés and restaurants, key social spaces in Korean daily life. This policy change, combined with South Korea’s aging population, low birth rates, and growing tendency […]
South Korea’s oatmeal market: Incorporating oats into Dubai chocolate desserts and kimchi porridge
Once considered a niche Western-style breakfast product in South K, South Korea’s oatmeal market is rapidly adapting to local tastes. Oats are increasingly positioned as versatile, functional, and health-oriented ingredients. Strong social media engagement and ongoing product innovation are expanding usage occasions beyond breakfast into lunch porridges and dinner desserts, repositioning oats as fun and […]
South Korea’s cake market shaped by iced Americano culture and special occasions
South Korea’s cake market reflects broader shifts in consumer behavior, where desserts are increasingly shaped by emotional value, seasonal demand, and lifestyle alignment rather than taste alone. From winter-driven premium purchases to different flavor preferences and cross-industry collaborations, cakes have become a platform for both commercial innovation and cultural expression. Read our Korea F&B industry […]
South Korea’s chocolate market: Evolving consumer preferences, premiumization, and the rise of global brands
South Korea’s chocolate market is considered mid-sized, influenced by the country’s declining birth rate and the growing trend toward healthier eating habits. Despite these challenges, the market has shown steady growth in recent years, driven by the launch of new products that align with evolving consumer needs and a shift away from mass-produced, sugar-heavy chocolates […]
How Christmas in Korea differs from the West
Christmas in Korea is one of the major holidays of the year, although it’s not celebrated as widely as it is in many Western countries. Observed as a public holiday, it is a blend of a romantic date occasion, a lightly observed religious holiday, and a major urban shopping season. Unlike in countries such as […]
South Korea’s beer market: From somaek culture to premiumization and zero-alcohol growth
South Korea’s beer market was traditionally dominated by a few large domestic manufacturers. However, as Korean consumers become more adventurous and sophisticated in their tastes, demand for greater variety and creativity in beer flavors has risen significantly. According to Bonafide Research, the market is expected to exceed USD 31.28 billion by 2028. Read our Korea […]