K-Pop, K-Food, and K-Beauty Spread Across Asia as Domestic Companies Accelerate Their Overseas Expansion

As the Hallyu wave expands beyond dramas and K-pop to include K-food and K-beauty, domestic Korean companies are speeding up their entry into Asian markets. Malaysia is a market where Hallyu arrived relatively late but shows high growth potential. According to a “2025 Malaysia Entry Strategy” report released by the Korea Trade-Investment Promotion Agency (KOTRA), from 2016 to the first half of last year, domestic companies made a total of 1,203 investments in Malaysia, amounting to 4.878 trillion won, with 312 companies establishing operations there. Malaysia is considered a key market for the K-food industry due to having the largest middle class among ASEAN countries and high purchasing power. The target demographic for these companies is the 2030 generation, as surveys show that 81.6% of this group has a strong interest in both Hallyu content and Korean-related products. Convenience store franchises are making a significant impact. CU opened more than 140 stores in Malaysia by the end of 2023 since its first entry there in 2021, while later entrant E-mart 24 currently operates 88 stores. Food and beverage franchise companies are also entering the market one after another. Taking into account that Muslim consumers prefer chicken over pork or beef, Korean-style chicken franchise brands such as Gyochon F&B, BBQ, and Nene have achieved great success by targeting this market. Companies like Dolce Coffee, Isaac Toast, and Iddiya Coffee, which entered based on the popularity of K-dramas, are also attracting young people. The premium bakery brand Tuile Jour opened its “Tuile Jour Sunway Pyramid Branch” in a large shopping mall in Kuala Lumpur, offering pastries and cream cakes along with sandwiches and drinks tailored to local customer preferences under a K-bakery concept. Local reactions have been enthusiastic. Apple Ting, 28, who visited Seoul and Busan, said, “I liked the atmosphere and the bread at Tuile Jour in Korea, so I was surprised to see one open near my home. It’s still delicious. It gives a luxurious feel, and I’m satisfied to be able to enjoy a café like those seen in K-dramas right here.” Yeonji, a 20-something female K-pop fan, said, “Korean cafes are like a ‘holy land’ for me, and the best part is that they help ease my disappointment from not being able to visit Korea in person. It’s also close to my home, so I can visit easily.” In Japan, Hallyu has established an even stronger cultural foundation. “Winter Sonata” aired on NHK in 2003, achieving a 20.6% viewership rate and becoming the starting point for Hallyu. “Love Descends” starring Hyun Bin and Son Ye-jin in 2019 expanded the audience for Hallyu dramas to all age groups. According to the National Statistics Portal, exports of Korean broadcast programs to Japan reached 122 million dollars in 2023. K-pop also maintains a strong lead in the Japanese market. In the 1980s, artists like Cho Yong-pil, Kye Eun-sook, and Kim Yeon-ja succeeded in entering Japan, while BoA, who debuted in Japan in 2001, had seven of her albums top the Oricon chart, earning her the nickname “a walking one-person company.” Second-generation idol groups such as Dongbangshinqi, Girls' Generation, KARA, and BIGBANG caused a sensation in Japan, and in the 2010s, TWICE and BTS dominated various Japanese charts. BTS became the first foreign artist to top annual sales charts in Japan for two consecutive years from 2021 to 2022, surpassing all local stars. Japan generally separates political and historical issues from culture, which means that despite fluctuations in inter-Korean relations, Hallyu fans remain highly loyal. Even as Dongbangshinqi celebrates its 20th anniversary, it still draws hundreds of thousands of attendees to its tour concerts. As Hallyu content has taken root, K-culture is no longer seen as new or unfamiliar by younger generations; instead, it is regarded as a sophisticated form of cultural consumption that aligns with global trends.