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In 2025, the demand for Korean products is expected to rise further in Southeast Asia. With affordability that really comforts the buyers, premium quality, and trendy designs, Korean products stand as the first choice for many consumers. In this blog, we will take you down to 7 Korean products that are trending and in-demand that offer high business and investment potential in Southeast Asia. Continue reading to discover more!
Why are Korean beauty products popular in ASEAN countries? The current demand for Korean products in the Southeast Asia market is not a trend, but a customer or market demand makes these products viral and highly sought-after. The influence of K-pop, K-drama, and Korean influencers facilitates purchasing habits. Reports say that sales of Korean beauty and fashion products will increase by 25% across Southeast Asia in 2025, with countries like Vietnam and Thailand.
The major reason for this growth is the following:
Hallyu effect (the Korean wave): Such as in K-pop, K-drama, and other events in Korea, people become more interested in Korean products.
High quality and innovations: Korean brands offer premium yet relatively affordable items.
Competitive price: Price-wise, Korean products are at a bargain even though they give superior quality.
Strong brand loyalty: People trust the brand they use, linked to the fact that the brand is reliable and trendy.
With Southeast Asian e-commerce platforms such as Shopee, Lazada, or TikTok Shop, the demand is much higher now than ever.
The interest in Korean products in Southeast Asia is expected to become intense, with newer and innovative trends coming into the market. By 2026, consumers whose interests will focus on eco-friendly beauty are expected to launch refillable packaging, vegan ingredients, and biodegradable products as their new buy. Such will be consumers in the future, where AI-devised skincare changes K-beauty trends in Southeast Asia offer personal beauty solutions via smart devices and skin analysis apps.
More than beauty, most smart home technologies from Korea will find their way into AI-powered appliances, automated security systems, and energy-efficiency devices. These new Korean product trends from major Korean brands will take place in 2025-26: K-beauty formulas that are very advanced, wearables in health tech, and next-gen entertainment devices.
Also, with digital transformation, Korean e-commerce platforms will be further established in Southeast Asia, thus providing more access to these products. With more demand for quality and innovation, it is expected that Korean brands will dominate the market in the future.
Below are the trendy and best Korean products for resale in Southeast Asia. Let's explore them in detail!
Technology is progressive, and Korean brands are definitely among the leaders in innovations regarding Smart Home devices. Smart home devices, wireless earbuds, and gaming accessories are becoming more sought after in Southeast Asia, while at the forefront are the two big brands-Samsung and LG. These are the high-demand Korean electronics in ASEAN markets.
Import Korean electronics to Southeast Asia! Individuals are investing much in artificial intelligence air purifiers, smart speakers, home security systems for their everyday use. Emerging Korean brands are also stepping into the game with affordable yet advanced tech gadgets that make this market a good opportunity for businesses that plan to import Korean electronics.
K-beauty is popular in the world, focusing on its consumers, particularly in Southeast Asia, to emphasize skin care rather than direct cosmetics. Skin care products that are trending nowadays include BB creams, sheet masks, serums, and cushion foundations. These K-products will rise significantly in 2025 because of their versatility, benefits for the skin, and Korean skincare market growth.
Consumers are into organic cruelty-free Korean beauty and skincare products because they tend to favor formulas that are natural, safe, and dermatologically tested. These top brands include Laneige, Innisfree, and COSRX, as well as other best Korean brands, which are now in charge of creating innovative skincare solutions designed to suit humid climates, such as those found in Southeast Asia.
Dermal fillers are the top Korean beauty treatments. The demand for dermal fillers in the beauty market is considerable, as fillers often help in anti-aging programs, rejuvenation of the skin, and facial contouring. Such fillers were imported from Korea due to their high quality, affordable price, and long-lasting impact on clinics across Southeast Asia. The aesthetic medicine market and Dermalax are creating a growing market of easily available Korean beauty exports.
Undoubtedly the fastest growing automotive region in Southeast Asia, which promises not just Hyundai and Kia but also increasingly high demands for aftermarket car accessories, LED lights, and car care products. Known for their durability, affordability, and innovation, Korean automotive parts have always found their way as a preferred choice among Southeast Asian consumers. There is a great opportunity for importers or distributors to penetrate this thriving sector.
Minimalism and functional home design have become trends in Southeast Asia, and Korean home decor brands are the new kids on the block. Consumers have become more interested in Korean-style furniture, soft bedding, and aromatherapy, which provides a mix of aesthetics and comfort.
Korean brands specializing in minimalist decor, smart storage solutions, and eco-friendly essentials are thriving in the region with easy access to home goods through platforms like Shopee, Lazada, and TikTok.
The increased demand for Korean baby products is a result of promoting awareness concerning the safe and organic care of babies. This growing demand arises mainly because safe and organic baby skincare, premium baby formula, and high-quality baby products providing maximum safety and comfort for babies are much sought-after by parents in Southeast Asia.
Korean brands emphasize dermatologically tested and non-toxic formulations and, therefore, are trusted by the young parents. Items such as hypoallergenic lotions for babies, gentle baby wipes, and ergonomic baby carriers are among the in-demand products.
K-fashions have taken over Southeast Asia. Trendy, minimalist, and aesthetic clothing are in high demand these days. All the streetwear brands from Korea are creating fashion trends for youngsters in Thailand, Vietnam, and Indonesia-, influencing their local styles.
Young people want oversized sweatshirts and plain monochromes or the high-end luxury stuff that Korean fashion has to offer because it is all geared toward replicating their K-pop idols' looks. Online shopping sites, pop-up stores, and influencer marketing are really promoting the influence of Korean fashion in ASEAN.
K-pop idol endorsements are events where fans purchase products made famous by their idols, consequently giving a good boost in sales of K-beauty, fashion, and popular Korean snacks in Asia.
Dance challenges, skincare routines, or fashion events for Korean products go viral on TikTok and Instagram, hence creating instant demand for K-pop merchandise.
YouTube influencer marketing that showcases unboxings, reviews, and tutorials engages with audiences and pushes brands forward.
K-pop stars and influencers live stream to market Korean brands, facilitating almost direct purchase opportunities.
Fandom culture drives brand loyalty; most fans purchase products endorsed by their idols to show support for their stars, promoting these brands to a devoted following.
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Challenges |
Tips |
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High tariffs on import: High tariffs on imports are imposed by many Southeast Asian countries. |
Explore the Trade Agreement: Check for the Free Trade Agreement that offers lower tariffs for Korean products. |
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Complex customs procedure: The importation is governed by strict regulations and lengthy customs procedures. |
Employ a local customs broker: Collaborate with an experienced broker to facilitate orderly processing. |
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Logistics and shipping delays: A longer shipping period has potentially adverse effects on business operations. |
Choose reliable freight service: Connect with trusted logistics providers who can faithfully deliver with time. |
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Compare Consumer Preferences: Demands vary for the different products across Southeast Asian countries. |
Conducting Market research: Eco-conscious study of the local trend will indicate which Korean products should actually be sold. |
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Local product and Chinese competition: Price-conscious markets may prefer products available at lower prices instead. |
Show unique selling points: With more attention to quality, labeling, and innovation. |
Korean products are gaining popularity in Southeast Asia because of their innovation, quality, and affordability. Whether skincare or fashion, or even gadgets and home decor, Korean brands have achieved a lot and are bound to change the trends in consumers' purchasing behaviors. Businesses and retailers looking to import wholesale Korean products will enjoy this demand and selling profit.
It is perhaps the right moment to seize opportunities and start buying these top Korean products that are high-demanded in the SEA market. We are talking here about businesses that may be involved in retail, distribution, or e-commerce selling: investing in Korean products in 2025 is a good thing to do.
Where to buy Korean products wholesale in Southeast Asia?
You can import Korean products from official distributors, B2B platforms like Tradewheel.com and BeauteTrade, and direct partnerships with brands. Many Korean brands also work with international suppliers for global distribution.
Why is Korean skincare trending?
Korean skincare has become popular because of its innovative formulas made from natural ingredients that condition skin health. Besides, it has been popularized more by K-pop idols and beauty influencers, making it a must-have in every Southeast Asian beauty routine.
Which Korean goods are expected to yield maximum profit in 2025?
The most profit-grossing products to sell in 2025 include K-beauty cosmetics, K-pop merchandise, skin care items, fashionable wear, and other assorted items and snacks from Korea.
How do you start a business selling Korean items in Southeast Asia?
If you are starting a business with Korean products in Southeast Asia, sourcing products from genuine suppliers, setting up online/offline retail, advertising through social media platforms, and using local e-commerce will be good strategies to take a smart start.
