South Korean culture, known asHallyuhas already surpassed entertainment to establish itself as a consumption phenomenon in Brazil. And the reflection of this is clear in thee-commercesecond toNubimetricssales intelligence platform that usesbig dataand AI transforming data intoinsights forsellersand major brands, interest in Korean beauty, food, and beverage items is growing. This influence is mainly driven by doramas (popular Korean dramas) and social media, which amplify trends and awaken the desire to purchase products seen on screens.
One of the main highlights of 2025 is theramyunsSpicy instant noodles typical of Korea, which have been attracting attention for their intense flavor and colorful packaging. Products such as thetopokki(rice ball) are also among the favorites of digital consumers.
Still in the Nubimetrics survey, in the beverages category, soju, a traditional distilled spirit often present inK-dramasbecame one of the keywords with the highest search volume in themarketplacesCultural curiosity, combined with visual appeal on social media, has driven this trend.
The skincare routine in styleK-BeautyIt also does not go unnoticed. Cleaning sponges in the shape of "octopus," masks, and serums are among the items that most attract consumers' interest. Brazilian brands are gaining strength by launching lines inspired by rituals ofskincareKorean.
"More than K-pop, the wave of Korean culture has already arrived, turned into business, and Brazilian e-commerce is jumping on this journey. Being aware of trends is no longer an option but a strategy; the question is: will your e-commerce surf or stay on the sand?" concludes Juliana Vital, Global Chief Revenue Officer of Nubimetrics.
