Social media key to success for K-brands, AI expert says

Social media platforms have become a key marketplace for Korean beauty, food and fashion brands, and companies can leverage artificial intelligence (AI) to make their products go viral in global markets at minimal cost, according to an AI expert in Seoul Tuesday. Seldon Yoon, founder and CEO of Indent, a Seoul-based developer of commerce AI transformation (AX) solutions, said Reels and short-form content on Instagram and TikTok have become major channels for Korean consumers to discover and purchase new products. He added that creator content marketing has become more critical than ever, particularly for companies seeking to promote their products overseas and attract local consumers. Yoon, a former global e-commerce consultant for Samsung Electronics, cited a sharp increase in K-beauty exports since 2024 as evidence of successful overseas marketing. According to the Ministry of Food and Drug Safety, Korea's cosmetics exports reached a record $11.4 billion last year, up from $10.2 billion the previous year, with the United States accounting for the largest share. “All K-beauty exporte