To deal with working lives that are highly stressful, South Korea has developed a social culture of playfulness. But as playfulness in general fails to protect Koreans from the mental health issues associated with stress, people are turning to more wholesome activities to relax.

Young South Koreans have grown up with their country's traditional social standards in the context of an increasingly individualistic world. In resistance, many are choosing to take pride in living by themselves, and it's a move that's more empowering than lonely.

Boots is a staple on UK high streets, and it's now looking to win the hearts of South Korean beauty junkies with its selection of British brands. The drug store will partner with retailer E Mart to expand into the country, stocking both Korean and British cosmetics and skincare.

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.