K-pop, the Korean pop music and fashion beauty tips trend, is getting Louis Vuitton to invest up to $80 million in South Korea’s YG Entertainment Inc., according to Billboard. YG is the record label behind some of the most successful acts in the K-pop genre. From PSY to other hit-makers, K-pop has become a $690 million market value for YG Entertainment as of Wednesday’s closing. The company’s talent roster also includes actors and expansions into the fashion business.
BBC notes that it is difficult to find anyone who has not heard musical hits like “Gangnam Style” by PSY or experienced the “global phenomenon” of South Korea’s cultural export. Euny Hong tells BBC that K-pop is a deliberate South Korean government project to “influence foreign affairs through K-pop and dance moves with military precision.” The author further elaborates her theory in the book, The Birth of Korean Cool: How One Nation is Conquering the World Through Pop Culture.
There may be some truth to Hong’s idea of pop culture invasion, as YG previously announced that a new apparel line, NONA9ON, would launch on September 9 through Samsung Group’s Cheil Industries, the textile and fashion affiliate. Billboard also reports that the entertainment company has developed various connections within the cosmetics business, including the Chinese makeup company Huanya Group. Billboard credits the K-pop influence to be “undeniable” with YouTube views jumping from 700 million in 2010 to over 5.5 billion in 2013.
“K-beauty,” the K-pop look, offers many beauty tips for a worldwide audience. South Korea’s cosmetics exports have increased to over $1 billion in 2013, according to Billboard. Reportedly, Dior, Chanel, and Benefit are just some of the international brand names that have seen profits from the K-pop craze. 2NE1 lead singer CL claims that “Maybelline eyeliner and mascara” are her favorite makeup lines and products, but she is also a spokesperson for the cosmetic brand. Beauty tips from K-pop artists create such a stir that beauty and fashion items sell quickly. Billboard also notes that Jiwon, the singer for SPICA, recommends a variety of brands, from Benefit to BB creams. Taking a look at one of SPICA’s music videos on YouTube, it is no wonder that people all over the world have come to rely on beauty tips from these successful and beautiful K-pop artists.
The Inquisitr adds that K-pop has a great influence on Korean youth, who will take it upon themselves to make viral videos and dance remakes of American hits as part of their cultural entertainment. Just recently, a group of Korean high school students performed a dance video to a montage of Justin Timberlake dance moves and other hits. While American superstars frequently offer up their own beauty advice, like Glee star Lea Michele’s book, Brunette Ambition, or Miss Piggy’s Muppet beauty tips, it’s clear that the Korean K-pop trend is here to stay… and grow.