The Reverse Korean Wave | 48-Hour Luxury Sleepovers | Internet Madness

May edition

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The Korean Wave Reverse
The 48-Hour Sales Funnel
The Digital Soul

In this edition of the China Playbook, we look at the reverse Korean wave - how Chinese beauty brands are gaining ground in Korea. Luxury is no longer a store visit; it’s a 48-hour sleepover. Brands are ditching the corporate voice for internet madness and personality tests.

This isn't just marketing—it’s a battle for the attention span of a generation that’s seen it all. If you think a flagship store is the pinnacle of brand experience, you’re already a decade behind.

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