Korean entertainment and culture are seeing a strong revival in China. And it’s not only strengthening Korea’s economic influence and solidifying its position as Asia’s arbiter of culture, but transforming Chinese identity and consumer behaviour across the spectrum.

The Korean wave phenomenon – also known ashallyu– has seen South Korean culture exported across the globe, and the nation’s beauty sector is now following in its wake. Having seen success domestically, Memebox intends to ride this wave to the US, bringing with it curated K-beauty boxes.

South Korea has become a solid luxury market thanks to an image-obsessed culture where status is worn externally and blending in is vital. Global brands have flooded in to tap the $10.6 billion sector, but home-grown labels are making their own mark. How’s Seoul setting haute couture trends?

From Fangirls to Coasties, the US is home to a colourful range of teen subcultures. In the second of a series exploring Gens Z and Y, Andrea Graham Richeson takes a look at Korea-obsessed K-poppers. How’s this group changing what it means to be a consumer in an increasingly global market?