Korean products gain prominence in Brazilian e-commerce with Hallyu strength

South korean culture, known as Hallyu, has already surpassed entertainment to consolidate itself as a consumer phenomenon in Brazil. And the reflection of this is clear in the and e-commerce: according to a Nubimetrics, Sales intelligence platform that uses big data and AI transforming data into actionable insights, to sellers and big brands, the interest in Korean beauty items, food and drinks grows. This influence is driven mainly by the dramas (popular Korean dramas), and by social networks, which amplify trends and arouse the desire to consume products seen on the screens.

One of the highlights of 2025 are the ramyuns (instant spicy noodles typical of Korea), which have been drawing attention by the intense flavor and colorful packaging topokki (rice dumpling) are also among the favorites of digital consumers.

Still in the survey of Nubimetrics, the category of drinks, soju, traditional distillate often present in the K-dramas, k-dramas it has become one of the keywords with the highest search volume in the marketplacescultural curiosity, combined with visual appeal in networks, has driven this trend.

The skin care routine in style K - Beauty also not unnoticed. Cleaning sponges in the shape of “polvo”, masks and serums are among the items that most arouse the interest of consumers. Brazilian brands have been gaining strength by launching lines inspired by the rituals of skincare korean.

“More than kpop, the wave of Korean culture has arrived, turned business, and Brazilian e-commerce is embarking on this journey.Being aware of trends is no longer an option and becomes a strategy, the question is: will your e-commerce surf or stay in the sand?”, concludes Juliana Vital, Global Chief Revenue Officer of Nubimetrics.