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[Vietnam] Korean boom expands from K-pop and drama to K-fashion and Korean cuisine

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On weekends, a team of amateur dancers dances to K-pop groups in front of the Saigon Central Post Office. Recently, the "K-Pop in public challenge" has become popular among young people, not only in Vietnam but also in Southeast Asia, to perform K-Pop group dances in public places. The K-pop boom in Vietnam is particularly strong. It is likely that Korea's captivating dances match the values of Vietnamese youth.

In June 2019, Intage Vietnam conducted a voluntary survey on the lifestyles of teens and 20-somethings (15-29 year olds in Ho Chi Minh City and Hanoi: 188 samples in total). When asked about entertainment, the most popular entertainment used was Hollywood-style "superheroes" (59%), followed by Instagram / Facebook (46%) and K-Pop / Korean dramas (38%). K-pop and Korean dramas seem to have become indispensable for daily entertainment, just like smartphones.

This Korean boom is not limited to music and drama, but has also spread to fashion and cuisine. When asked about fashion, the number one fashion style they admire is the "minimalist style" (73%), with "K-style" coming in second (44%).
It is especially popular among young women. When asked about the use of foreign cuisine (within 6 months), 41% said Korean food (#1). Japanese food, on the other hand, came in a distant second at 24%. The Korean boom in Vietnam is expanding from "K-POP/Korean dramas" to "K-fashion/Korean food".

出典：月刊誌「ACCESS」(2019年11月号)

  • Intage Inc

    Author profile
    (Mr.) Paul Ryu

    INTAGE VN Marketing Manager. After working for INTAGE Japan in charge of overseas research, he was transferred to INTAGE VN with his Japanese wife. He holds a Master of Branding in Japan (Kyushu University Graduate School). For more information on the report, search for "VIEVIEW" on SlideShare, a web service.
    For other columns by Vietnamese expatriates click here

  • Intage Inc

    Editor profile
    Intage Inc.

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  • Feb 07, 2020
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