How “K-Style” has influenced the younger generation through local Vietnamese influencers

Abstract

This study delves into the dissemination of K-Style in Vietnam, highlighting the multifaceted role of influencers in co-creating Korean culture through vivid videos that embrace and customize K-Style. Our study reveals the interconnectedness of K-Style practice elements (grooming material, styling competence, imagery meaning) and practice systems. We contribute to the understanding of ‘style’ as a concept connected to ethnic contexts and processes. By aligning practice elements, ‘non-carriers’ contribute to constructing the image of ‘Korean style’. Overseas social influencers hold more significant sway over local consumers, adapting to their sociocultural and ethnic characteristics. This study unveils the process through which everyday life accumulates through practice and eventually forms into culture by analyzing the discourse of influencers naturally present in daily life. Our research offers several significant contributions: (1) A topological approach to the hybridization of the K-Style was employed by analyzing real-time cultural transformation captured in videos. (2) Additionally, the process of cultural diffusion by Vietnamese influencers for Korean culture was identified, thus laying the groundwork for future research on consumption culture migration and evolution.