“If I could buy Brand Korea, I would purchase it right now.”
On the 11th, Will Watts, the Founder (Sr. Consultant) who attended the ‘2025 ChosunBiz Consumer and Retail Forum’ held at the Grand Ballroom of the Westin Josun Hotel in Seoul, said, “Over the past decade, K Brands have completely transformed offline shelves and online platforms in the United States.”
Will Watts is the Founder (Sr. Consultant) of W Global Innovation. Previously, he worked at Walmart’s Food Safety Collaboration Center, and he currently provides consulting for corporations and brands that are growing across borders.
Will Watts noted that “Among K-Beauty brands, Laneige and COSRX have expanded their business across offline and online retail channels throughout the United States, making it possible to reach almost every American consumer.” He added, “Last year, Korea surpassed France to become the number one country for U.S. cosmetic exports, with an export amount reaching $1.7 billion in just a few years.” According to Amazon data, some K-Beauty brands recorded a 78% increase in sales compared to the previous year. The entire K-Beauty category has grown at an average annual rate of 6.8%.
In the food institutional sector, it was emphasized that brands like Bibigo and Buldak have shown unprecedented sales growth since entering major distribution networks like Walmart and Costco. A type of Samyang Foods' Buldak Ramen saw a 300% growth in a year, and double-digit growth rates were observed across K-Food.
Will Watts stated, “In small-town Walmarts, if previously there were only one or two types of kimchi and one or two types of Korean ramen, now there are over 20 times the options, including kimchi, ramen, sauces, and frozen foods.” He added, “Not only that, but retailers like Walmart and Aldi are also launching private label products inspired by K-Food.”
He also noted that the growth of K-Food should be recognized as being driven by the retailers’ own confidence. Will Watts stated, “The exclusivity of the product ‘Korean barbecue flavor Dorito’ at Walmart is significant, representing how much American consumers have embraced Korean flavors.”
Will Watts anticipated that this trend will continue. This is due to the increasing affinity of American adults toward Korea. He highlighted the importance of the younger generation, known as Generation Z, becoming more deeply connected with Korean culture. Born between 1997 and 2012, Generation Z is projected to become a major consumer group in the United States, with their purchasing power expected to reach about $12 trillion by 2035.
Will Watts emphasized that since 2006, the number of students registered in Korean language classes at American universities has increased by 38%, and Korean has become the fastest-growing language on the Duolingo app. He noted, “This is not merely a surge in foreign language learning; it reflects a growing interest in Korean culture, prompting people to learn the language.”
Will Watts stressed that the strength of K Brands perfectly aligns with American distribution strategies and the consumption habits of Generation Z, and that similar strategies should continue to be pursued. Recently, American retailers have focused on discovering innovative cases to revamp their shelves, an opportunity that K-Beauty has demonstrated. He further explained that Generation Z prefers products that are both rational and of good quality, and that K Brands encompass these qualities.
Will Watts pointed out that “K-Beauty offers premium products at more reasonable prices than European luxury goods and has a strong spread through social media, which is a key advantage.” He added that cultural phenomena like the mukbang trend and the 60% increase in instant ramen sales after the film ‘Parasite’ won an award also contributed to the spread of K-Food.
To continue the growth of K Brands, he highlighted that it is important to have ▲ new products armed with fresh ideas, ▲ participation in AI-based advertising, and ▲ a transition to a premium strategy.
Will Watts stated, “Retailers, including Walmart, are increasingly strengthening their premium product lines.” He added that “Premium products can secure higher margins while maintaining Korean identity and incorporating localized quality and sentiments.”