K-beauty 인터넷 구매 사이트(shopee)의 트랜스크리에이션 번역 양상 고찰: 베트남 뷰티 전문가 설문을 중심으로

A Study on the Transcreation Patterns of K-Beauty E-commerce Sites (Shopee): Focusing on a Survey of Vietnamese Beauty Experts

The K-beauty industry is thriving through the influence of Hallyu stars from K-Pop and K-Drama. This industry is significantly contributing to South Korea's economic gains and expanding its global influence. There is a growing interest in K-beauty, particularly in Southeast Asia, with the Vietnamese K-beauty market showing great potential. This study examines the translation strategies used in advertisements for Korean products, specifically COSRX and d’Alba, on the Vietnamese e-commerce platform Shopee. The findings indicate that “deletion” was the most commonly used strategy. Survey respondents ① and ② suggested that the original text could be translated into images or videos. To make the original text more accessible to Vietnamese consumers in Korean-Vietnamese transcreation, reducing the amount of literal text and utilizing more images could enhance readability and appeal. This approach would contribute to the spread and influence of K-beauty.