Business · Companies · 1 hr ago
Views Company funds Korea University study of foreign visitors’ K-beauty buying
Beauty marketing company Views Company funded a Korea University study of foreign visitors’ K-beauty buying habits.
The research will trace how people find products before a trip, shop in South Korea and buy again after returning home.
It aims to learn whether exposure to Korean content overseas leads visitors to purchase Korean beauty products during their trip and later.
Foreign students will help survey Chinese-, Japanese- and English-speaking groups about their travel reasons, information sources, destinations and purchases.
The findings are intended to help Views Company shape content and marketing for different language groups.
Views Company and the university are also considering links to courses, internships and a joint research lab.
Views Company has funded a Korea University study of foreign visitors’ K-beauty consumer behavior.
The study will examine whether people exposed to Korean content abroad buy products while visiting Korea and purchase them again after returning home.
Foreign students at Korea University will take part in research across Chinese-, Japanese- and English-speaking groups.
Researchers will track visitors’ information searches before travel, destinations and purchases during their stay, and repurchase after returning home.
Views Company plans to use the findings to shape marketing and content strategies for different language groups.
- Who
- Views Company funded the study, which will be conducted by Korea University researchers with participation from foreign students.
- What
- The study will explore foreign visitors’ K-content and K-beauty consumer journeys.
- When
- Views Company announced the funding on October 26, 2026.
- Where
- Korea University in South Korea.
- Why
- The study aims to understand whether exposure to Korean content leads to purchases during visits to Korea and repurchases after visitors return home.
This story does not have two clearly opposing sides.
Views Company had conducted joint research with Professor Kim Sung-cheol’s research team, resulting in three papers in international academic journals.
Views Company announced that it had funded Korea University’s study of foreign visitors’ K-content and consumer journeys.
- Funder
- Views Company
- Research institution
- Korea University
- Study lead
- Professor Kim Sung-cheol
- Participating groups
- Chinese-, Japanese- and English-speaking students
- Previous joint research
- Three papers published in international academic journals
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What people are saying
The globalization of K-beauty does not only mean Korean brands going overseas
It is also an important strategy to have brands experienced by foreigners in Korea chosen overseas
We will examine the process through which that experience leads to purchases