Koreatown as a “K-Lifestyle” Experience Space

I consider myself fortunate to have experienced two miracles in Korea. One is the Miracle on the Han River, and the other is the emergence of K-product category brands.

Why do I call the emergence of K-product category brands a miracle? Although I have studied branding for many years, I have never seen another case in which a single capital letter is linked to an entire country’s product categories and successfully transformed into global brands. Of course, individual Korean corporate brands such as Samsung and LG are loved worldwide. However, the fact that terms like K-pop, K-movies, K-dramas, K-beauty, and K-fashion have become globally loved product category brands is truly extraordinary.

I believe that if we want this miraculous Korean Wave to develop in the direction we desire, we must establish effective management and growth strategies for K-product category brands. Otherwise, their current popularity may not last long.

What Should Be Done Next?

In this regard, I would like to propose three strategic stages.

Stage One: Developing K-Food as a Product Category Brand

The first task is to utilize Korean foods that already enjoy global interest—or have strong potential—as K-product category brands. Foods such as kimchi and bulgogi are already popular among many Americans. Other dishes, including gochujang, japchae, and bibimbap, also hold significant potential.

These competitive, uniquely Korean foods should be promoted under the K-Food product category brand.

Why is a category brand like K-Food necessary?

We can answer this question by looking at the example of K-dramas. Global interest in Korean dramas naturally gave rise to the category brand “K-drama.” International fans understand K-dramas as well-made series filled with addictive episodes that are original and emotionally gripping. The global enthusiasm for Korean dramas is often compared to an incurable virus.

This enthusiasm extends not only to already aired dramas but also to upcoming ones. As a result, interest in individual dramas simultaneously elevates the reputation of K-drama as a category brand, creating a powerful virtuous cycle.

I hope to see the same virtuous cycle emerge between K-Food as a category brand and Korean cuisine. To make this happen, the concept of K-Food must first be clearly defined. For example, Korean food could be positioned as healthy, addictive, and uniquely flavorful. This definition should then be promoted consistently and intensively.

Once the K-Food concept is effectively communicated, it can draw attention not only to well-known dishes like kimchi and bulgogi but also to promising foods such as gochujang, japchae, and bibimbap. In turn, these food experiences will further strengthen global interest in K-Food itself.

Finally, I would also like to recommend the use of K-Drinks as a category brand for Korean alcoholic beverages. In addition to well-known drinks like soju, Korea also has makgeolli and other traditional liquors. By applying the same approach used for K-Food, we can expect a similar virtuous cycle between K-Drinks and individual Korean beverages.

Stage Two: Introducing an Umbrella Concept — K-Lifestyle

The second task is to introduce a higher-level umbrella concept that encompasses various K-product category brands.

I propose K-Lifestyle as this overarching concept—one that allows K-pop, K-dramas, K-movies, K-beauty, K-food, and K-drinks to complement one another and gain even greater global affection.

K-Lifestyle can be defined as a way of life that pursues:

Healthy and enticing Korean cuisine (K-Food)

Korean aesthetic sensibility achieved through highly effective skin care (K-Beauty)

Original and emotionally moving Korean entertainment (K-pop, K-dramas, etc.)

Global audiences will find it easy to empathize with this concept of K-Lifestyle.

Stage Three: Execution and Expansion

The third task concerns how to implement the first two stages.

The Korean government and Korean communities abroad are already making efforts in this direction. For example, the K-Community Festival (KCF), recently launched by the Korea Foundation for International Cultural Exchange (KOFICE), introduces Korean culture and the Korean Wave. However, this festival should place greater emphasis on the K-Lifestyle concept and clearly communicate K-category brands through that lens.

The Korean community must also actively promote K-Lifestyle and provide opportunities for other communities to experience it. An encouraging sign is that LA Koreatown already contains shopping centers where K-Lifestyle can be experienced. However, in reality, when people from other communities think of Koreatown, they still tend to associate it primarily with Korean barbecue rather than with K-Lifestyle.

To attract more visitors from other communities to Koreatown, several measures are necessary:

Strong promotional efforts that clearly communicate the K-Lifestyle concept to mainstream society

The introduction of high-quality, diverse Korean products aligned with K-Lifestyle in Koreatown stores, supported by effective display strategies

Customer service experiences that match the values and sensibilities of K-Lifestyle

Through these efforts, we can expect a virtuous cycle between the growth of Koreatown’s commercial districts and the expansion of K-Lifestyle.

Conclusion

The emergence of K-product category brands is nothing short of a miracle. To expand and sustain this phenomenon, however, we must move beyond individual successes and build a coherent, well-managed ecosystem centered on K-Lifestyle.