The impact of South Korea’s digital content industry (K-Content) on cultural perceptions and consumption trends among Vietnamese youth

This study examines the impact of K-Content on the cultural perceptions and consumption trends of Vietnamese youth, with a particular focus on South Korean cosmetics. Based on a literature review and an analysis of practical developments, the study clarifies the process through which exposure to digital content contributes to the formation of consumer preferences, brand awareness, and consumption behavior. The findings indicate that K-Content promotes demand for products associated with South Korean imagery, lifestyles, and aesthetic standards. These findings provide several implications for Vietnamese businesses seeking to develop digital content, strengthen brand positioning, and enhance the competitiveness of domestic products.