Once doubted as a flash-in-the-pan fad that will soon disappear, the cultural phenomenon that K-pop brought to the Philippines spilled over from physical albums to merchandise and other products endorsed by Korean boy and girl groups who came and held concerts in the country.
Researches of the phenomenon shared, “We tend to buy products our idols are endorsing or using.”
Nearly all malls and commercial centers today have Korean stores and restaurants from beauty products, clothes to food items.
Filipino fans of K-dramas and K-pop adapt to buy what their idols or favorite artists use or consume.
Aside from being endorsed by their favorite Korean stars, the value-for-money factor of Korean products is also a big factor that appealed to Filipino consumers.
Some malls have stores such as No Brand, South Korea’s leading retailer which recently opened in the Philippines, that offer both affordable and high-quality goods.