Influencer marketing is nothing new in S. Korea since Koreans are fashion-forward and have a trend following mentality. Actually, the country is placed in the top 2 of social networking globally (38.4 million people out of 52 million are active users on social networks).
71% of Korean consumers are more likely to purchase based on a social media reference and 86% of women browse on SNS before making a purchase. As for 2020, the influencer market in South Korea has grown up to $10 million according to KOTRA. They also affirmed that the market is getting bigger because Millennials and Z generations spend huge amounts on online shopping.
