Flair Collection

In our 2025 edition of Ipsos Flair South Korea, our local experts explore the current and future state of the Korean market.

In 2021, Koreans are satisfied with the government’s response to Covid-19 and embracing the “Home Economy”.

Beauty and self-care have become a daily necessity in South Korea, this article finds six trends in the current market.

The first edition of Flair in South Korea explores a nation that despite its distinct international identity, is relatively little-known and easy to stereotype. Our study of society, markets and people shows Koreans to be both independent and dependent: ‘customized and connected’.