(From Korea Herald)
At an upscale department store near the Wangfujing shopping street in Beijing, a 21-year-old university student Zhang Yang was browsing an aisle featuring South Korean cosmetics brands.
“I want to look like Song Hye-kyo from ‘Descendants of the Sun,'” Zhang said with a grin, referring to the heroine of the popular Korean TV drama.
To help make her dream at least a temporary reality, the store provides Zhang with free makeup lessons with a wall-sized poster of the Korean TV drama greeting customers.
Korean cosmetics brands have made a splash in the Chinese market in recent years, but they are looking to win a larger market share, helped by the growing popularity of Korean TV dramas and pop culture.
Check out this Song Hye-kyo-inspired make-up tutorial
The latest TV soap opera hit, which features the story of a romance between a sharp-looking Army captain and a female doctor in the fictional war-torn country of Uruk, had been aired in China since late February.
IQiyi.com Inc., the video-streaming website of Baidu, China’s top search engine, has exclusively streamed the TV drama in China, and there have been more than 2.8 billion views of the TV show, according to the website. It is more than double the number of views for “My Love from the Star,” another hit Korean drama, which garnered 1.3 billion views in China in early 2014.
Chinese women aged between 18 and 24 were the most ardent fans of “Descendants of the Sun,” according to the Chinese streaming website. Women accounted for 79% of all viewers.
While the 16-episode drama, where the heroine uses lipstick from AmorePacific as a product placement, ended in mid-April, the Korean cosmetics industry is making efforts to further boost the Chinese market’s already rosy-cheeked future. Read More