K-brand is not a temporary trend. It is structurally changing the U.S. retail market.
Will Watts, founder of W Global Innovation, said this during an interview with ChosunBiz at the Westin Chosun Hotel in Seoul on the 11th. Will Watts is the founder and chief consultant of W Global Innovation. Previously, he served as the executive director of the Walmart Food Safety Collaboration Center and is regarded as a retail expert in the Asia region, including Korea.
Watts noted that Korean brands have established themselves as not just simple "emerging brands," but as "category leaders" and disruptors in major categories such as K-beauty, K-food, and electronics. He cited that K-beauty has surpassed France to become the top exporter of cosmetics to the U.S., and K-food has also grown into key product categories in major retail networks such as Walmart and Costco.
He emphasized that for Korean brands to grow further in the global market, simple product strength is not enough. In particular, he analyzed that American consumers are increasingly valuing a brand's values, environmental consciousness, and cultural identity.
He stated, "Generation Z (born after the mid-1990s) and Generation Alpha (born after the 2010s) choose brands that align with their identity and form emotional bonds with those brands," adding, "The fact that Samyang Foods' Buldak Bokkeummyun has become a more popular brand among American children than the popular game Fortnite is evidence that K-brands are growing with the generation."
The emotional connection between K-brands and American consumers is further strengthened through social media marketing and short-form content. In fact, content that reviews or experiences K-brand products on platforms like TikTok and Instagram Reels is gaining popularity, thereby increasing brand awareness and loyalty.
For example, a video of a girl from San Antonio, Texas, receiving Buldak Bokkeummyun as a gift and crying went viral on social media last year, and Samyang Foods responded by organizing an event where they visited with a pink van loaded with 150 boxes of Buldak Bokkeummyun.
◇ Maintaining 'Korean uniqueness' is essential for K-brand sustainability
Watts stressed the importance of K-brands not losing their "Korean uniqueness" during the process of global expansion. As they rapidly rise to a leading position in the market, there is a risk of competitors imitating them and the emergence of copycat brands.
He said, "As the competition with copycat brands intensifies, consumers place value on a brand's unique identity and narrative," adding, "To become a true premium brand, it is necessary to go beyond the label 'Made in Korea' and combine Korean raw materials, traditions, technological prowess, and storytelling."
He also suggested the necessity of an "omnichannel strategy" that encompasses offline experiences beyond an online-centric strategy. Generation Z is a consumer group that seeks information online, enjoys discovery and experiences offline, and shares those experiences again on social media.
The trend of American consumers wanting to experience products from various countries has intensified following the COVID-19 pandemic, which is also beneficial for K-brands.
Watts emphasized, "Although K-brands have expanded into the market at reasonable price points so far, it is also necessary to expand into premium product lines in the future." He noted, "Large retailers like Walmart are also strengthening their premium product lines," and added, "K-brands should enhance brand margins through experimental high-end lines and deliver new value to consumers."
He also emphasized that K-brands have established cultural ties in the U.S. market. Watts stated, "Because the current youth generation in America is growing up deeply connected to Korean brands, they can have trust and loyalty toward Korean brands in the future." He further added, "However, to achieve long-term success, they must maintain high standards in identity, regulatory criteria, and quality."