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Korean products have usurped the popularity of Japanese in Hong Kong

A Nielsen report shows Korean products have usurped the popularity of Japanese products among young Hong Kong consumers.

The report traces the local market’s perception of Japanese and Korean trends to assess which is perceived as being more popular. It shows that for the first time, more than half of respondents aged 18 to 54 are confident in the longevity of Korean pop-culture influences in the near future.

Some 80 per cent of millennials, in a response pattern that skewed towards women, preferred Korean trends. And 88 per cent of higher-income respondents were shown to have strong brand recognition for Korean products and to have visited Korea twice within the last year.

Key drivers behind Korean trends are shown to be entertainment, fashion, and personal care targeted at millennial buyers. Korean food products are also increasingly popular in Hong Kong.

A third of all respondents indicated an intention to increase spending on Korean products in future.

Nielsen Hong Kong & Macau’s MD Michael Lee said: “With the Korean market slowly emerging in Hong Kong, Korean brands can succeed and win Hong Kong customers’ buy in by being more customer focused, showing emphasis on product quality and charging a premium with innovation. This will certainly open up a new market for opportunities to come”.

The Nielsen report’s release coincides with an announcement by Chinese online marketing platform iClick Interactive Asia Group that it will form a strategic partnership with MezzoMedia, a Korean digital marketing solutions firm. The move is intended to further open the large Chinese consumer base up to Korean brands.

MezzoMedia senior VP Kim Jin-Kyu said: “As one of Korea’s largest agencies, we work with brands that have significant appeal to the Chinese consumer… [iClick] will allow targeting into the largest internet audience in the world. In addition, their strategic relations with Tencent, Baidu and Ctrip give access to premium inventory.”

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