Rituals and Myths of Korean Skin Care Practices: The Emergence of K-beauty in the Global Marketplace

Abstract

Following K-pop and K-drama, the trend of K-beauty, Korean-style skin care and makeup, made a bold entrance into the global marketplace. The purpose of this study is to analyze how Korean skincare products are presented to English-speaking audiences and how Korean skin care practices are defined on webpages. The theoretical and analytical framework of the present study draws upon consumer research literature on consumption rituals and marketplace myths. The study conducted a qualitative thematic analysis of 68 webpages written in English on Korean skin care practices. Two umbrella themes emerged: Firstly, K-skin care is presented as a new type of consumption ritual. The web content provides ritual scripts. Findings suggest that global consumers satisfy their pursuit of a healthy lifestyle and virtues of self-care in K-skin care rituals. Secondly, this study identifies discourses that mythologize K-skin care. The webpages attribute the merits of Korean skincare products to the legacy of Korean culture and nature-inspired products that harness science and technology. Finally, this study discusses the implications and suggestions for future research in this area.