South Korean culture, known as Hallyu, has already surpassed entertainment to establish itself as a consumption phenomenon in Brazil. The reflection of this is clear in e-commerce: according to Nubimetrics, a sales intelligence platform that uses big data and AI to transform data into insights for sellers and major brands, interest in Korean beauty, food, and beverage items is growing. This influence is driven mainly by K-dramas (popular Korean dramas) and social media, which amplify trends and spark consumer desire for products seen on screen.
One of the highlights of 2025 is ramyuns (Korea’s signature spicy instant noodles), which have been gaining attention for their intense flavor and colorful packaging. Products like topokki (rice cakes) are also among the favorites of digital consumers.
Still, according to Nubimetrics’ survey, the beverage category—particularly soju, a traditional distilled drink often featured in K-dramas, has become one of the most-searched keywords on marketplaces. Cultural curiosity, combined with visual appeal on social media, has fueled this trend.
The skincare routine in the K-Beauty style also doesn’t go unnoticed. Octopus-shaped cleansing sponges, masks, and serums are among the items that most pique consumer interest. Brazilian brands are gaining momentum by launching lines inspired by skincare Korean rituals.
“More than K-pop, the Korean culture wave has already arrived, turned into business, and Brazilian e-commerce is hopping on board. Paying attention to trends is no longer an option but a strategy—the question is: will your e-commerce ride the wave or stay on the shore?” concludes Juliana Vital, Global Chief Revenue Officer at Nubimetrics.
