한류콘텐츠 이용 경험이 한국 상품 소비에 미치는 영향

An Analysis of the Impact of Hallyu Content Consumption Experience on Korean Product Consumption

Purpose - This study focuses on the spillover effect of the global proliferation of Hallyu (Korean Wave) content on the consumption of Korean products. Design/methodology/approach - Unlike existing research, which has tended to focus on Hallyu as a single dimension or on specific genres, this study aims to provide a segmented analysis of the impact of various Hallyu content types on the consumption of related products. To this end, the study utilizes data from the 2025 Overseas Hallyu Survey (a sample of 26,400 respondents from 28 countries) conducted by the Korea Foundation for International Cultural Exchange (KOFICE). Findings - The main findings indicate that the influence of Hallyu content on the consumption of related Korean products varies significantly depending on the content type. For instance, food content showed a significant association with the consumption of Korean food and dining at Korean restaurants. Fashion content was strongly linked to clothing and accessory purchases , and beauty content was linked to cosmetics consumption. Research implications or Originality - This study empirically demonstrates that the impact on product consumption varies by Hallyu content type. It suggests the necessity of establishing differentiated marketing strategies that consider the specific associations between content genres and consumer product categories.