How did Korean Celebrities succeed in internationalising their country products?
Updated: Apr 3, 2021
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Later City News: The Korean entertainment industry’s popularity and global reach have prompted private companies and destination management organizations to place Korean products and position Korea as a destination to international viewers.
Korean celebrities have also been found to form positively perceived Korean beauty standards, consequently serving as an antecedent of Korean beauty product awareness and perceived beauty product quality among international audiences.
The rise in popularity of Korean pop culture, where the various mediums of the Korean entertainment industry have become well-known internationally, has allowed both Korean private companies and governmental organizations, such as the KTO, to reach the international audience more effectively.