Korean Dramas Boost Thai Demand for K-Beauty Products

Korean dramas like “Marry My Husband” and “Queen of Tears” are really popular in Thailand right now, and that’s causing a big boost in demand for Korean beauty products. People are especially excited about Korean cosmetics because of stars like Park Min Young from “Marry My Husband,” which got a lot of Thais interested in K-beauty.

Seeing this trend, Korean beauty brands are jumping into the Thai market with both feet. Thai shoppers have always liked Korean cosmetics, but recently, the popularity of mid-sized beauty brands, the comeback of K-dramas, and more disposable income are all making Korean products even more popular.

For example, Gowon Cosmetics shared on July 27 that its derma-cosmetics line, Dr.G, has now launched in eight offline stores in Thailand. Dr.G, which is known for its hydrating and soothing creams, also set up shop on big online platforms like Shopee and Lazada earlier this year. The brand is now in major stores like Beautrium, Watsons, Boots, Eveandboy, and Multi.

AmorePacific’s Hera, another big name in K-beauty, officially started selling in Thailand on August 8. They opened their first store at Central Chidlom, a top department store in Bangkok. ’Hera’ also plans to open a pop-up store at ’Siam Paragon,’ a famous shopping mall in Bangkok, next month. Hera will showcase popular items like cushion compacts, foundations, and lip tints.

Experts say that the success of mid-sized brands with basic skincare products is driving this growth, especially in hot and humid places like Southeast Asia. “Mid-sized brands with a diverse range of basic products, such as suncare and soothing creams, have gained significant popularity in the Thai and other Southeast Asian markets,” said one industry insider.

It’s not just basic skincare that’s catching on, though. Korean color cosmetics are also doing well. “Not only basic products, but also color cosmetics like cushion foundations and lip products are being launched in various options, leading to a more active expansion of color cosmetic brands,” explained another industry insider.