东南亚消费者偏好本地韩国产品, Southeast Asian consumers favor localized Korean products, driven by rising travel and K-pop influence.

东南亚消费者越来越多地被韩国波(K波)产品吸引,尤其是在美容和食品部门,但更喜欢本地化版本。 Southeast Asian consumers are increasingly drawn to Korean-wave (K-wave) products, especially in beauty and food sectors, but prefer localized versions. 这一趋势因前往南韩的外出旅行增加而得到推动,新加坡到南朝鲜的旅行在2024年比2019年增加了52%。 This trend is fueled by growing outbound travel to South Korea, with Singaporean travel to South Korea up 52% in 2024 compared to 2019. 品牌正在因地制宜,以K-pop明星为主,使用韩国元素,但消费者选择当地产品,如印度尼西亚和马来西亚的Halal Soju。 Brands are adapting by featuring K-pop stars and using Korean elements, but consumers are opting for local products, such as Halal Soju in Indonesia and Malaysia.