"So Trendy, So Hip": From After-Work Chimaek to Korean Cosmetics Shopping... 'K' Seamlessly Blends into Daily Life [K-Wave 3.0] ④

[New Year's Feature] Checking the Global K-Wave Scene
K-Town on 32nd Street, Manhattan, New York... Now a Mainstream Choice in the U.S.
Okdongsik Restaurant Bustles, Led by Chef from "Black and White Chef"
K-Beauty Market in the U.S. Reache

On the 15th (local time), the Korean chicken brand BBQ store located on 32nd Street in Manhattan, New York, was bustling with locals enjoying chicken and beer. New York ? Photo by Kwon Haeyoung

At 7 p.m. on January 15 (local time), Korea Town on 32nd Street in Manhattan, New York, was bustling. The Korean fried chicken brand BBQ was packed with locals eager to enjoy "chimaek" (chicken and beer). The tables in the basement level were already full early in the evening, and young professionals and university students in their 20s and 30s were clinking beer glasses over plates of chicken, enjoying their dinner time. It was also common to see people ordering a variety of Korean dishes, such as tteokbokki and kimchi fried rice, alongside the chicken.

Madison, a university student who frequents this store, said, "There is a BBQ store near my school, so my friends and I visit about twice a month. My interest in Korean food grew after discovering K-food online, and now I enjoy not only chicken but also various Korean dishes, experiencing a whole new food culture."

Despite being a weekday evening, Korea Town in Manhattan was lively with locals eager to enjoy Korean cuisine and K-culture. Most of the nearby Korean restaurants were also filled with foreigners wanting to try Korean stews and barbecue. Okdongsik, located on 30th Street nearby, has seen a steady increase in both Korean tourists and local visitors, thanks to the popularity of Chef Okdongsik, who recently appeared on the Netflix cooking competition show "Chef in Black and White 2."

As familiarity with Korean culture grows across American society, K-culture, once considered something to try just once, is now becoming a regular part of everyday consumer choices. The positive feelings formed through music and videos are naturally expanding to dining and shopping, and Korean culture is spreading beyond a niche fan base into the mainstream consumer market. Locally, there is already a strong perception that anything with a "K" attached is trendy and hip.

On the 15th (local time), consumers in Manhattan, New York, USA, are looking at Korean cosmetics displayed in the 'Korean Skincare' section at the cosmetics store Ulta Beauty. New York=Photo by Kwon Haeyoung

On the 15th (local time), tourists browsing Korean cosmetics at the Korean cosmetics store H-Art located in Manhattan, New York, USA, are smiling at the camera while holding Korean snacks purchased at H-Mart. New York ? Photo by Kwon Haeyoung

This shift is also clearly visible in the growing interest in Korean cosmetics. At Ulta Beauty, often called the "American version of CJ Olive Young," Korean cosmetic brands are now relatively easy to find. The "Korean Skincare" section at Ulta Beauty's Manhattan 34th Street location was crowded with people looking to buy Korean sheet masks. Martinez, a young professional in her 20s, said, "I used to be interested in Japanese culture, but after discovering BTS, I became a huge fan of K-pop, and my interest expanded to Korean food and cosmetics. Korean cosmetics are seen as highly advanced in research and technology, and there is a strong perception that they have a deep understanding of skin, so I trust them." She added, "I get most of my information from TikTok and YouTube."

At Sephora, the world's largest cosmetics select shop located near Times Square, there is also a dedicated display for Korean cosmetics. The space along one wall is filled with Korean brands such as Torriden and Aestura, and there is a separate area exclusively selling Innisfree products. A Sephora store employee said, "The number of customers looking for Korean products is steadily increasing. The main customer base is Americans in their 20s to 40s, and there are also quite a few tourists from Europe, including the UK."

According to market research firm NielsenIQ, K-beauty sales in the United States are expected to reach 2 billion dollars in 2025. This is a 37% increase compared to 1.5 billion dollars in 2024. While the overall U.S. cosmetics market is expected to grow only in the single digits, the growth of K-beauty is exceptionally steep.

On the 15th (local time), a Korean cosmetics brand is displayed on one wall of the Sephora store, a cosmetics select shop near Times Square in Manhattan, New York. New York=Photo by Kwon Haeyoung

On the 15th (local time), a Korean cosmetics brand is displayed on one wall of the Sephora store, a cosmetics select shop near Times Square in Manhattan, New York. New York=Photo by Kwon Haeyoung

Experts analyze that the K-culture boom has moved beyond a temporary trend and is now deeply embedded in the daily lives of locals. Awareness of K-content, formed through global online video platforms, is expanding into familiar consumer areas such as food and cosmetics, making K-food and K-beauty not just one-time experiences but repeat consumption choices. In addition, the combination of local distribution networks and brand strategies is rapidly broadening the consumer base for K-culture.

Cho Heejin, Director of the Americas Office at the Korea Tourism Organization, said, "For American consumers, K-culture is now seen as more than just a product-it is recognized as a lifestyle. Those who have experienced the taste and style of Korea through K-food and K-beauty are moving beyond food and products to become interested in the entire Korean way of life, including its spaces and atmosphere." She continued, "Interest in the K-lifestyle, which has naturally permeated daily life, is leading to greater affection for Korea and a stronger desire to visit. This trend will be a key driver supporting the sustained popularity of K-culture and tourism to Korea."

On the 15th (local time), a dedicated display stand for the Korean cosmetics brand Innisfree was set up at the Sephora store near Times Square in Manhattan, New York, USA. New York ? Photo by Kwon Haeyoung