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...
South Korean skincare brand Biodance partnered with Korean cinema chain CGV for an activation around The Odyssey, bringing a daily beauty ritual into the cinema. Attendees received the brand’s signature Bio-Collagen Real Deep Mask, a collagen hydrogel mask whose extended wear time offered a playful...
On 4 September 2026, South Korean fashion label GREEDILOUS presented its Spring/Summer 2027 collection, The Little Prince: Asteroid G-78, at Lotte World Tower. Designer Park Youn-hee collaborated with adidas, robotics company Robotis and the Lotte Kids Orchestra, bringing a humanoid robot dressed in the brand’s...
South Korea is experiencing a quiet but powerful cultural shift. As younger generations navigate the pressures of the AI era, many are turning inward — reaching for ancient spiritual practices to find meaning, identity, and emotional grounding. Shamanism, fortune-telling, and destiny-themed rituals are moving from...
Google Gemini 3’s makes a hit in South Korea Google Gemini 3’s global launch in November 2025 has challenged ChatGPT’s leading position in generative AI. Within three months, South Korea became the second-largest market for Gemini’s paid subscriptions on the Apple App Store, generating around $21...
LEGO Bloom Bar Becomes the Hit Dating Spot For celebrating Valentine’s Day, LEGO launches a romantic “LEGO Flower Shop” pop-up called LEGO Bloom Bar in Seoul. Open from February 5th to 25th at Musinsa Store Seongsu Daelim Warehouse, the pop-up themed around LEGO flowers, created a...
Cover Picture @COEX Starfield Library Christmas inKorea may not be as widely celebrated as in western countries, but that doesn’t mean it goes unnoticed. The concept of Christmas in Korea is primarily divided into two categories: as a couple’s celebration or as a religious holiday for...
Cover picture @Robert Nilsson As fast-paced lifestyles, digital overload, and cultural pressures converge, consumers across Asia are losing precious hours of rest. In response, the wellness and sleep economy are surging, and beauty brands are perfectly positioned to lead the charge. The Wake-Up Call: Why Sleep Matters...
Korean contemporary society and mass media have consistently promoted dieting and weight loss as a prevailing trend, framing extreme thinness as the ultimate beauty ideal. This standard requires Korean women to have fair and translucent skin, a youthful and cute appearance, and an extremely thin,...