Often described as having flawless, porcelain-like skin, Japanese women have long been the poster models for luminous Asian complexions. Tapping into this perception among US women, Tatcha is a geisha-inspired skincare line. But can it change American attitudes to skincare?

Asia's selfie obsession – especially amongst women – is more prominent than ever. In response, there's been an explosion of beautifying apps that automatically detect facial features, and enhance them according to Eastern beauty ideals.

The cosmetics market is growing in China, and fast – beauty products now outsell groceries in department stores. But it’s not American and European names capturing new ground. Chinese consumers are looking to South Korea for the most innovative and aspirational beauty buys.

DramaFever, the largest US importer of Korean prime-time drama, has reported a rapid rise in Millennial viewers. And it’s non-Korean-speakers who are proving the biggest fans. So what’s making a generation of young Americans embrace K-pop culture with subtitles?