From Korea to Latin America: Hallyu Marketing for Export Commodities

Purpose - The study aims to analyze the effect of Hallyu on Korean export products in Latin American markets, focusing on how cultural appropriation and brand credibility impact consumers’ attitudes and purchase intentions. It seeks to understand if Hallyu fandom, as a cultural appropriator influence, enhances the COO effect, whereby consumers’ perceptions of Korean products improve due to positive associations with Korean culture. This study also aims to determine whether this causality varies across product category. Design/Methodology - This research consists of three studies across four countries. Study 1 confirms the previously identified cultural fandom effect (Mexico), Study 2 examines the impact of brand credibility as an antecedent of the cultural fandom effect (Brazil and Chile), and finally, Study 3 examines whether the cultural fandom effect varies by type of product consumption (Peru). Findings - In Mexico, increased cultural appropriation of Korean culture led to favorable attitudes and purchase intentions towards Korean cosmetics and food products. In Brazil and Chile, the credibility of Hallyu as a “brand” contributed to cultural appropriation, subsequently improving product attitudes and purchase intentions. In Peru, the study found that the effect of cultural appropriation on purchase intentions was significant for publicly (vs. Privately) consumed products. Originality/value - This research is pioneering in examining the influence of Hallyu in understudied Latin American regions, particularly with regard to the COO effect on consumer products. By exploring the roles of cultural appropriation and brand credibility, the study provides new insights into how cultural inf luence can shape product perceptions across different consumption contexts, contributing valuable theoretical and practical implications for international marketing strategies targeting Latin America.