"So Trendy and Hip": From After-Work Chimaek to Korean Beauty Shopping... 'K' Culture Blends into Everyday 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 clinked beer glasses over plates of chicken, enjoying their dinner time. It was also common to see customers ordering a variety of Korean dishes, such as tteokbokki and kimchi fried rice, alongside the chicken.

Madison, a university student who frequents the 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 filled with foreigners wanting to try Korean stews and barbecue. Okdongsik, located on 30th Street nearby, has also 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 choice in everyday consumption. Interest sparked by music and video content is naturally expanding into dining and shopping, and Korean culture is moving beyond a niche fan base to permeate the mainstream consumer market. Locally, there is already a widespread 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 evident in the growing interest in Korean cosmetics. At Ulta Beauty, often referred to as the "American CJ Olive Young," Korean cosmetic brands are relatively easy to find. The "Korean Skincare" section at Ulta Beauty's Manhattan 34th Street location was crowded with people looking to buy Korean face masks. Martinez, a young professional in her 20s, said, "I was originally interested in Japanese culture, but after discovering K-pop through BTS, I became completely immersed, and my interest expanded to Korean food and cosmetics. Korean cosmetics are known for their advanced research and technology, and there is a strong perception that they have a deep understanding of skin, which makes them trustworthy." She added, "I usually get information about these products through 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 section along one wall features a wide range of Korean brands, including Torriden and Aestura, and there is a separate space exclusively for Innisfree products. An employee at Sephora explained, "The number of customers looking for Korean products is steadily increasing. The main customer base is Americans in their 20s to 40s, but there are also quite a few tourists from the UK and other parts of Europe."

According to market research firm NielsenIQ, K-beauty sales in the United States are expected to reach $2 billion in 2025, a 37% increase from $1.5 billion in 2024. While the overall U.S. cosmetics market is expected to grow only in the single digits, the growth rate 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-wave has moved beyond a temporary trend and is now deeply embedded in the daily lives of locals. The awareness of K-content, formed through global online video services (OTT), has expanded into familiar consumer areas such as food and cosmetics, making K-food and K-beauty not just one-time experiences but products that people return to repeatedly. 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, stated, "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 now moving beyond food and products to become interested in the entire Korean way of life, including spaces and atmospheres." She added, "This growing interest in a K-lifestyle that has naturally blended into daily life is translating into greater affection for Korea and a stronger desire to visit. This trend will be a key driver supporting the continued popularity of K-culture and Korean tourism."

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