Hallyu's influence is expanding beyond entertainment into Korean fashion consumption, with 64.8% of surveyed consumers reporting that Korean content influences their purchases of Korean products and services. Fashion leads all surveyed categories in average monthly spending at USD 33.9, while Korean dramas, variety shows, and Hallyu-star content serve as important discovery channels. However, purchasing decisions depend primarily on design, style, price, and accessibility. Consumer barriers also vary across regions, from high prices in Asia-Pacific to limited retail access in the Americas and Europe and insufficient size availability in the Middle East and Africa. Korean fashion companies and international buyers should combine content-driven visibility with market-specific pricing, distribution, and product strategies to turn consumer interest into actual purchases.
0. Why It Matters, Summary, Key Implication for Buyers
1. Average Monthly Spending by Category
2. Channels Through Which Consumers Encounter Korean Fashion
3. Leading Appeal and Main Barriers to Korean Fashion, by Region
4. Market Cases: Japan and Southeast Asia
5. Recommendations for Buyers
Sources: Ministry of Culture, Sports and Tourism (MCST) and Korea Foundation for International Cultural Exchange (KOFICE), "2026 Overseas Hallyu Survey" (March 2026); Rakuten, "Rakuma Fashion Reference Survey" (August 2026); Edaily (August 2026).
This report was prepared based on the above sources.
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