29 Oct BEDAZZLING: When Everyday Objects Become Sparkling Personal Statements

From phone cases and beauty products to drink cups, rhinestones and colourful gem stickers are adding sparkle to everyday objects.This practice, known as Be dazzling, connects with South Korea’s established culture of “꾸미기” (decorating and personalising), allowing consumers to express their taste and individuality through DIY customisation.

In South Korea, at the time of observation,#꾸미기 counted approximately 366K posts on Instagram and 8.6K on TikTok. From tutorials to finished creations, these platforms give personal creativity visibility while inspiring others to experiment.

Making individuality visible in everyday life

For Korean consumers, the pleasure lies as much in choosing, arranging and applying decorations as in the finished result. Through personal creativity, mass-produced products become distinctive everyday accessories.

Decoding the trend: three key characteristics

1. Decoration has no fixed rules —Rooted in South Korea’s 꾸미기 culture, the growing #비다즐링 (Be dazzling) trend brings together colourful gems, playful charms and layered details turn everyday objects into expressions of personal style.

2. Beauty and skincare products become creative canvases —Korean skincare brand BIODANCE brought the trend to life through its My First Collagen pop-up at Ewha Womans University, inviting students to personalise beauty products and everyday items with colourful beads, turning skincare into a playful, hands-on experience.

3. The Process Becomes Shareable Content —K-pop boy group TREASURE member Park Jihoon’s colourful gem-sticker makeup post attracted approximately 330K likes and 2.6K comments on Instagram, highlighting bedazzling’s visibility in K-pop culture.

Key takeaway for brands

Be dazzling reflects consumers’ interest in shaping how their products look. Through customisable packaging, DIY accessories or in-store workshops, brands can leave room for individual creativity, turning products into objects of personal expression and emotional attachment.

Contact us to learn more about fashion and consumer trends in South Korea.