1、INFLUENCER MARKETING MINI-REPORTS.KOREACOUNTRY SURVEYSEOULS.KOREASouth Korea has one of the highest internet penetrations globally(97.6%)and is mobile-first.The influencer ecosystem is dynamic,with brands leveraging Instagram,YouTube,Naver,and Kakao.Influencers influence all purchase stages,and live
2、stream commerce is robust82%have watched or bought from live events.Korean consumers favor polished content,but value authenticity,leading brands to work with mid-tier KOLs and micro-influencers.Social commerce is highly integrated,and localization is key for foreign brands.The competitive landscape
3、 is intense,requiring precise targeting,clear value propositions,and strong partnerships with local platforms.INFLUENCERS&SOCIAL COMMERCEMALDIVESMALAYSIAPHILIPPINESTHAILANDVIETNAMINDONESIASOUTH KOREASINGAPOREHONG KONGTAIWANSOUTH KOREAJAPANCHINAJAPANS.KOREAGLOBAL ECONOMY#12 RANKED97.4%ARE INTERNET US
4、ERSPopulation51.8 MILLIONINDIA49 Million Social Media UsersMovies,MusicElectronicsAutoSports GearGamingTravelF&BFashionBeautyMARKETSEnthusiasm for social commerce and influencers varies widely across Asia.We find some markets and categories which are centered around more basic channels,while others
5、embrace a wide range of activities and mix those activities in novel,innovative ways.The varying levels of enthusiasm in the region are a result of;(1)consumer habits,routines and culture,(2)sophistication of marketing tactics,and(3)the channels available per market.TikTok is a major driver of enthu
6、siasm at a country/market level.In markets where TikTok is established and fully functional(has“shops”),enthusiasm is higher.In markets where TikTok is limited(Japan&S.Korea)or banned(India),social and influencer enthusiasm is notably lower.Live CommerceMarketplacesWebsitesP2P SellingSocial Channels
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