Hallyu Is Mainstream in Thailand, Southeast Asia’s Biggest Consumer Market
From K-pop to Korean Food and Beauty… Thailand Is a “Little Korea”
In Thailand, Hallyu is no longer just a “trend.” Sold-out K-pop concerts, Korean dramas dominating Netflix, and Korean restaurants and beauty brands taking over the streets have become everyday sights.
As of 2024, Thailand is Southeast Asia’s largest consumer market for Hallyu. It ranks first in the region for streaming figures for Korean content, imports of Korean cosmetics, and the number of Korean food franchise locations.
Against this backdrop, Korean business concepts are also becoming highly competitive.
Korean-style cafés, fashion select shops, and salons offering Hallyu-inspired experiences, for example, have already become popular spots among Thai millennials and Gen Z for Instagram photos.
The “Bangkok Hallyu Startup Tour” is a hands-on program designed to meet this demand. It lets participants assess local consumers and markets firsthand and receive legal, accounting, and real estate advice from local experts.
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