K-Pop has already become a global phenomenon thanks to the huge success of BTS and K-Pop Demon Hunters. K-Beauty has also proven its power. For example, at the LA Dodgers MLB opening game series in Seoul, players’ wives were seen carrying Olive Young shopping bags. For many Americans visiting Korea, Korean cosmetics have become a “must-buy” item.
K-Culture is also growing fast. The global success of Squid Game is one example. And when I watch U.S. YouTubers who talk about business or daily life, I often see them going to Korean BBQ. It just shows up naturally in their vlogs. It even seems to be mentioned more often than Mexican food, although actual consumption is still much lower. Still, it seems that Korean BBQ leaves a strong impression.
However, when it comes to K-Fashion, the level of global recognition is much lower. Why is that the case?
Price does not seem to be the main issue. Korean cosmetics and Korean BBQ are quite expensive overseas, but they have built a strong premium image. K-Fashion is already priced in a higher range, but it has not yet earned a “premium” identity in global markets. Many foreign consumers still view Korean fashion as “good value".
So is it just a matter of timing? Will we soon see K-Fashion rise globally? What seems clear is that K-Fashion needs far more time and a much larger distribution network compared to K-Pop, K-Beauty, or K-Culture. Unlike music or cultural content, fashion cannot be fully consumed online. Consumers need to feel the texture of the materials and check the sizing, which means offline stores are essential.
Restaurants also require offline locations, but an individual can open a Korean BBQ place, so entry barriers are low. Fashion, on the other hand, must build a unified brand image, and that requires significant capital and hundreds of physical stores. It creats a much higher barrier to entry.
K-Beauty grew quickly because its products are relatively inexpensive compared to clothing and can be sold alongside other brands without needing dedicated stores. Fashion usually requires its own branded retail spaces.
In the end, K-Fashion not only needs a stronger cultural image but also time to establish a global retail network. Its success depends on both.