중국 MZ세대 여성들의 K-Culture 관심도와 선호도가 한국 화장품 인지도에 미치는 영향
Impacts of Chinese MZ Generation Women's Interest in and Preference for K-Culture on Awareness of Korean Cosmetics
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초록
본 연구는 중국 MZ세대 여성들의 한류(K-Culture)에 대한 관심과 선호가 한국 화장품 인식에 미치는 영향을 분석하였다. 온라인 설문조사를 통해 수집된 299개의 유효 응답을 SPSS 28.0으로 분석한 결과, 한류에 대한 관심과 선호가 한국 화장품 인식을 유의미하게 높이는 요인으로 나타났다. K-POP, 드라마, 패션, 뷰티 등 다양한 한류 콘텐츠는 감성적 연결을 유도하고 제품 관심을 증진시켜, 화장품 브랜드 인지도 제고에 긍정적인 영향을 미치는 문화적 매개체 역할을 한다. 이에 따라 한류 스타 활용, 콘텐츠 내 제품 노출, 중국 SNS 플랫폼(웨이보, 더우인 등) 연계 마케팅 전략이 효과적이며, 디지털 미디어 트렌드와 팬덤 문화에 기반한 통합 마케팅 전략 개발이 필요하다. 본 연구는 한류가 한국 화장품 산업의 글로벌 경쟁력 강화와 소프트 파워 확대에 기여함을 시사한다.
Abstract
This study examines the impact of Chinese MZ generation women's interest in and preference for K-Culture on their awareness of Korean cosmetics and provides strategic suggestions. The findings offer essential data for the development of Korean cosmetics in the Chinese market. Data were collected via an online questionnaire, and 299 valid responses were analyzed using SPSS 28.0. The results showed that both interest in and preference for K-Culture had a statistically significant positive effect on the awareness of Korean cosmetics. The findings indicate that high levels of interest in and preference for K-Culture—such as K-POP, K-dramas, K-fashion, and K-beauty—lead to increased awareness and recognition of Korean cosmetics. This demonstrates that Korean cultural content plays a powerful mediating role in promoting Korean products, especially cosmetics, among young Chinese consumers. In particular, K-Culture serves as a cultural bridge, stimulating emotional connections and product interest. It suggests that strengthening the linkage between K-Culture content and cosmetic brands is crucial to enhancing visibility and consumer engagement. For example, utilizing Hallyu stars as brand ambassadors, or featuring Korean cosmetics in dramas, variety shows, or music videos, could significantly enhance global awareness and trust in Korean brands. Additionally, social media platforms such as Weibo, Douyin, and Bilibili should be actively used to promote K-Culture-linked cosmetic campaigns. Therefore, the Korean cosmetics industry needs to continuously develop integrated marketing strategies that align with evolving digital media trends and K-Culture fandom dynamics. Results reaffirm that K-Culture not only enhances product awareness but also plays a vital role in strengthening Korea’s global soft power and market competitiveness in the beauty sector.