Why K-beauty is also a political success
First it was cars and electronics, then pop music and films, and now the beauty industry: skincare and cosmetics "made in Korea" are in demand all over the world.
More and more Westerners are raving about South Korean beauty products. This success is no coincidence, nor is it a purely aesthetic phenomenon.
The east Asian country has made its cultural exports an important source of soft power. What is known as "K-beauty" relies on a combination of cultural dynamics, economic strategy and geopolitical positioning.
"Soft power means using attractiveness, not force, to influence others," explains political scientist and Korea expert Hannes Mosler from the University of Duisburg-Essen. This is crucial for a country like South Korea, he says.
"South Korea finds itself in a geopolitically pr...