Inside South Korea's K-beauty obsession

As South Korea's entertainment and cultural soft power surges abroad, the country's cosmetics industry is also riding the wave of growing popularity. South Korea's 'K-beauty' skincare and makeup brands have gone mainstream in the US and UK, with sales worth billions of dollars and social media platforms driving global demand.

But behind the glossy packaging and viral trends is a society long associated with intense, high pressure beauty standards and widespread cosmetic surgery.

Asia Specific podcast host Mariko Oi is joined by the BBC's Asia Business correspondent Suranjana Tewari and the Asia Specific podcast team's Rachel Lee. We also hear from Melbourne-based beauty influencer Mia Chen on why K-beauty resonates so strongly with younger consumers.

Asia Specific brings you essential insights and conversations on the stories shaping the Asia Pacific region - an economic powerhouse, geo-political flashpoint and the birthplace of global cultural trends.

Asian perspectives on international issues and in-depth analysis on news from a region that’s home to nearly 2.5 billion people.

Whether it is the latest on trade between China and Donald Trump, the rise and fall of political dynasties in Thailand, Indonesia, and the Philippines, or South Korea’s K-pop inspired soft power strategy - we unpack what key players are thinking and dive into the stories that matter.

Hosted in Singapore by Mariko Oi alongside BBC experts in Beijing, Bangkok, and beyond – listen to new episodes twice a week. Episodes of Asia Specific are also available on YouTube here: https://bit.ly/4iJyeVt

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