Masterclass Korea: How does Korean culture influence global markets and lifestyles?
한류 (Hallyu) – The Korean wave
KOREAN SOFT POWER:
How Korean culture has influenced global markets and lifestyles.
From K-pop to K-dramas, beauty and fashion, participants delve deep into Korean culture and its influence on popular cultures around the world.
With the participation of :
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Se-Eun Park, Senior Research Executive at Brainvalue
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Nicolas Riou, CEO of Brainvalue
DISCOVERING KOREAN CULTURE THROUGH INSIGHTS AND A SENSORY EXPERIENCE
The morning was held at Pocha, a lively venue inspired by Seoul’s iconic street markets.
Guests had the opportunity to immerse themselves in Korean culture through a unique experience combining insights and sensations.
The event began with a Korean-style breakfast served in a lively, authentic setting.
It continued with a Masterclass led by Brainvalue, exploring the most influential cultural trends and consumer behaviors shaping South Korea.
This session revealed the mechanisms of Korean soft power and the global rise of the Hallyu wave – from K-pop and K-dramas to beauty and fashion. It showed how these cultural forces are redefining aesthetic standards, stimulating the imagination and transforming identities and consumption patterns across generations.