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Trajectory of K-Beauty through the Vietnamese Influencers: A Text-Mining Approach

이하경|추호정|김하빈|밍니엥콩
한국패션비즈니스학회|2024.12|패션 비즈니스 (Journal of Fashion Business)|제28권 제6호|pp. 30-47|DOI 10.12940/jfb.2024.28.6.30

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키워드

Hallyuhybridizationtext-mining analysisK-Beautylocal Influencer
주제분류생활과학

초록

The objective of this study is to evaluate the integration and propagation of Korean beauty (K-Beauty) within the commercial landscape of Vietnam, with specific emphasis on the cultural transmission processes of local influencers during the mature phase of Hallyu. Using a text mining methodology, this examination delves into the accommodation, interpretation, and utilization of Korean cosmetic items within the cultural context of Vietnam. By analyzing content disseminated by Vietnamese influencers, the research highlights the assimilation of Korean beauty norms into local grooming traditions and lifestyle practices. Employing techniques such as frequency analysis, semantic network analysis, LDA topic modeling, and collocational analysis, the research identifies primary themes such as skincare, makeup, and lipstick swatches. After investigating the associated terms related to these key subjects, Vietnamese influencers advise local consumers on several critical aspects of using K-Beauty products: 1) emphasizing the matte or long-lasting attributes suitable for the consistently hot and humid climate; 2) targeting cosmetics designed for oily and acne-prone skin types; and 3) endorsing vibrant colors suitable for darker skin tones. The findings of this study provide valuable insights into the mechanisms influencers use to promote Korean cosmetics, as well as the global advancement of K-Beauty brand strategies.

Abstract

The objective of this study is to evaluate the integration and propagation of Korean beauty (K-Beauty) within the commercial landscape of Vietnam, with specific emphasis on the cultural transmission processes of local influencers during the mature phase of Hallyu. Using a text mining methodology, this examination delves into the accommodation, interpretation, and utilization of Korean cosmetic items within the cultural context of Vietnam. By analyzing content disseminated by Vietnamese influencers, the research highlights the assimilation of Korean beauty norms into local grooming traditions and lifestyle practices. Employing techniques such as frequency analysis, semantic network analysis, LDA topic modeling, and collocational analysis, the research identifies primary themes such as skincare, makeup, and lipstick swatches. After investigating the associated terms related to these key subjects, Vietnamese influencers advise local consumers on several critical aspects of using K-Beauty products: 1) emphasizing the matte or long-lasting attributes suitable for the consistently hot and humid climate; 2) targeting cosmetics designed for oily and acne-prone skin types; and 3) endorsing vibrant colors suitable for darker skin tones. The findings of this study provide valuable insights into the mechanisms influencers use to promote Korean cosmetics, as well as the global advancement of K-Beauty brand strategies.

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