Masterclass Korea: How does Korean culture influence global markets and lifestyles?
한류 (Hallyu) – The Korean wave
KOREAN SOFT POWER:
How does Korean culture influence global markets and lifestyles?
From K-pop to K-dramas, beauty and fashion, delve into the heart of Korean culture and its influence on popular cultures around the world.
With the participation of :
Se-Eun Park, Senior Research Executive at Brainvalue
Nicolas Riou, CEO of Brainvalue
DISCOVERING KOREAN CULTURE THROUGH INSIGHTS AND A SENSORY EXPERIENCE
Join us for an exclusive morning at Pocha, a lively venue inspired by Seoul’s iconic street markets. Immerse yourself in Korean culture through a unique experience combining insights and sensations.
Start your day with a Korean-style breakfast in a lively, authentic setting.
Then, immerse yourself in a Masterclass hosted by Brainvalue, exploring the most influential cultural trends and consumer behaviors shaping South Korea today.
This session will reveal the mechanisms of Korean soft power and the global rise of the Hallyu wave – from K-pop and K-dramas to beauty and fashion. Discover how these cultural forces are redefining aesthetic standards, stimulating the imagination, and transforming identities and consumption patterns across generations.