The South Korean culture, known as Hallyu, has already surpassed entertainment to establish itself as a consumption phenomenon in Brazil. And the reflection of this is clear in e-commerce: according to Nubimetrics, a sales intelligence platform that uses big data and AI to turn data into insights for sellers and major brands, there is a growing interest in Korean beauty, food, and beverages. This influence is mainly driven by doramas (popular Korean dramas) and social media, which amplify trends and awaken the desire to consume products seen on screens.
One of the main highlights of 2025 are ramyuns (spicy instant noodles typical of Korea), which have been attracting attention for their intense flavor and colorful packaging. Products like topokki (rice cake) are also among the favorites of digital consumers.
Also in Nubimetrics’ survey, the category of beverages, soju, a traditional distilled spirit often featured in K-dramas, has become one of the keywords with the highest search volume on marketplaces. Cultural curiosity, combined with visual appeal on social media, has been driving this trend.
The skincare routine in the K-Beauty style also doesn’t go unnoticed. Cleansing sponges shaped like ‘octopuses,’ masks, and serums are among the items that most pique consumers’ interest. Brazilian brands are gaining strength by launching lines inspired by Korean skincare rituals.
‘More than K-pop, the wave of Korean culture has already arrived, become a business, and the Brazilian e-commerce is boarding this journey. Being aware of trends ceases to be an option and becomes a strategy; the question is: will your e-commerce surf or stay on the sand?,’ concludes Juliana Vital, Global Chief Revenue Officer at Nubimetrics.
