Korean Product Marketing in

Malaysia – History and

Current Trends

Dr Robert Jeyakumar Nathan

Multimedia University

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 Introduction

• Malaysia and South Korea

established diplomatic relations in 1960.
• Both countries have very healthy trade
and community relationship. About 400
Malaysians are living in South Korea; while
12,690 South Koreans live in Malaysia.

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3
 Malaysia's Export
to South Korea

Electrical parts, fuels,

machinery, metal, plastic

USD 10.3 Billion

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Source:Trading Economic, 2019
Malaysia's Import
from South Korea

source:www.oec.world

worth USD 8Billion in 2017 and rising..

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 General Categories

Digital Clothing

Electronic Accessories
Korean consumer goods

Healthcare Skincare

Food Cosmetic

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• Large imports into Malaysia from South Korea
are industrial products > 90% of imports.
• Lesser extend consumer products (although
more visible)
• Categories of consumer goods include Textile,
Skincare & Cosmetics, . (e.g.
KMT Jaya)
• Movies/dramas, K-pop, new media, social
media influencers (seen as +ve drivers)
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SKINCARE & COSMETIC
PRODUCTS KOREAN RESTAURANTS
• Innisfree
• Sae Ma Eul Korean BBQ
• Etude House
• Da On Fine Korean Cuisine
• Banila Co
• Palsaik Korean BBQ
• Laneige
 KOREAN CONVENIENCE STORES

K Market Kim’s Mart

Galaxy Korean
Mart
 KOREAN CONVENIENCE STORE
(K MART)

• In 2016, K Market the largest Korean supermarket has opened its

business in Malaysia located in Mont Kiara (KLNOW, 2017).
• The products are directly imported from Korea.
 Innisfree

• Suh Sung-Whan is the

founder of Innisfree.
• Innisfree - Natural products
brand launched in year 2000
by South Korea's biggest
cosmetics company Amore
Pacific Corporation

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“basket holding the nature”
Bija Forest of Jeju
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 Innisfree Malaysia Store
Innisfree
Sunway Velocity Mall
Innisfree KLCC

Innisfree Pavilion KL
Innisfree
Sunway Pyramid

Innisfree Aeon Tebrau

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 Target Customers
• Korean cosmetic products in Malaysia target
both male and female consumers, mainly age
between 18-50 years old, who love beauty
and prefer natural products.

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 Korean celebrity
ambassador of
Sulwhasoo (parent
company of
Laneige):
Song Hye Kyo
(Tay, 2018)
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source: https://www.gettyimages.com/detail/photo
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source: https://www.gettyimages.com/detail/photo
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source: http://spmodels.blogspot.com 23
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 LOCATIONS

• Strategic malls (especially Retail stores:

around KL) • Innisfree, Laneige, Etude
House (their own outlets)
• Sephora
• Sasa
• Hermo
• Althea
• Zalora
 BB CUSHION/CUSHION
FOUNDATION

• It is a dispenser that diffuses

watery creams through a
sponge and pat on your face.

• Even Western brands such as

Bobbi Brown & Estee Lauder
followed this trend.

• It is an overnight mask
transforms fatigued skin to
well-rested the next morning.

• Laneige claims this product

contains Aromatic Sleepscent
to help you relax during sleep.
 10-STEPS SKINCARE
REGIMEN

• Most Korean women use

an 8 to 10-step skincare
everyday to keep their
skin healthy and
beautiful (March & Dyer,
2019).

DOUBLE CLEANSING

• According to (Mackenzie, 2018), a New

York City-based dermatologist named
Dendy Engelman recommends a
double-cleansing ritual to her patients to
first lift dirt and grime and then to wash
them away.
• Laneige promotes their products by
using social influencers.

• The influencers will create posts on

their page and reviewing the
products.
• Procurement service
- Someone local who can help customers to
purchase the products from abroad
Social Networking
• FB and Instagram
• G.Market, hermo, althea and etc

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Procurement service at Facebook Procurement service at Instagram

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Terima Kasih :-)

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 REFERENCES
• Cheong, B. (2019). Why has K-beauty grown to become such a huge
craze? Retrieved online
fromhttps://www.thestar.com.my/lifestyle/style/2019/07/18/k-beauty-
hype-historyur Face Korean Goodies! Retrieved online from
https://www.klnow.com.my/english/k-market-koreas-largest-
supermarket/
• Mackenzie, M. (2018). A Beginner's Guide to Double Cleansing and Its
Importance to Your Skin-Care Routine. Retrieved online from
https://www.allure.com/story/what-is-double-cleansing
• March, B & Dyer, G. (2019). Everything you need to know about Korean
skincare routines. Retrieved online from
https://www.cosmopolitan.com/uk/beauty-hair/beauty-
trends/a42942/korean-skincare-routine-explained/
• Tay, V. (2018). LANEIGE reveals new face for brand as Song Hye Kyo
moves to Sulwhasoo. Retrieved onliine
fromhttps://www.marketing-interactive.com/laneige-reveals-new-face-
as-song-hye-kyo-moves-to-sulwhasoo/