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Luxury’s Bigger-Than-Ever K-Drama Opportunity

South Korean TV shows are providing brands with a much-needed boost and an anchor for Asia marketing strategies as the region recovers faster from Covid-19 than western counterparts.
Seo Yea-ji, Son Ye-jin and Bae Suzy
Seo Yea-ji, Son Ye-jin and Bae Suzy. BoF.
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Eight years ago, South Korean hit TV drama My Love from the Star took the world by storm. Lead actress Jun Ji-hyun, whose character was styled in luxury brands from Chanel to Balmain, even famously kindled a global shortage of a YSL’s Rouge Pur Couture lipstick in shade No. 52.

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About the author
Zoe Suen

Zoe Suen is a contributing writer at The Business of Fashion. Suen is a freelance writer, editor, and consultant who writes about luxury fashion and beauty.

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