Pi-Consulting

If it’s to do with South Korea, say young Chinese consumers, it’s cool, a ‘must-have’. Music, DVDs, fashions and cosmetics with a Korean association are selling like hot cakes in China — despite the fact that many of the products concerned were manufactured in China anyway. Why have values from Seoul penetrated the souls of Chinese and other Asian consumers? Analysts conjecture that a latent Asian appetite for Western values and artifacts seems more “acceptable” if filtered through a Korean prism. Perceived as neither entirely Western nor entirely Oriental, Korea is seen as a gateway between the cultures. (Source: International Herald Tribune, Pi Market Research).