Influencer Marketing in South Korea

 South Korea is a powerhouse in the world of social media and influencer marketing. With an online population of over 50 million, brands are rapidly turning to Korean influencers to reach new audiences. So what’s wrong with influencer marketing in South Korea? And why should you consider entering this market?
Here’s an introduction to influencer marketing in South Korea

  1. What is Influencer Marketing
  2. Types Of Social Media Influencers
  3. Why Influencer Marketing Is Effective In South Korea
  4. Key elements to a successful influencer marketing campaign in Korea
  5. Conclusion

1.What is Influencer Marketing

Influencer Marketing is a type of marketing strategy that focuses on using influential individuals (influencers) to promote products or services to a specific target audience. These influencers typically have a dedicated and engaged following on various social media platforms such as Instagram, YouTube, TikTok, Twitter, or blogs.
The primary goal of influencer marketing is to leverage the credibility, authority, and reach of these influencers to create authentic and genuine connections with their audience, thereby influencing their purchasing decisions or behaviors. Influencers are often perceived as experts or trendsetters in their respective niches or industries, and their recommendations or endorsements can carry significant weight with their followers.

2.Types Of Social Media Influencers

In South Korea, influencers are often categorized into different tiers based on the size of their following, engagement rates, and the scope of their influence. Here are the typical tiers observed in influencer marketing


  • Followers: Typically have a large following, often ranging from over 1 million followers.
  • Reach: They have the highest reach on the influencer spectrum, with their influence driven by their celebrity (they tend to be brands in their own right).
  • Engagement: Actors, artists, athletes, and social media stars who drive 2%  to 5% engagement per post.


  • Followers: Typically have a large following, often ranging from hundreds of thousands to millions of followers.
  • Reach: High visibility and broad audience reach across various demographics or interests.
  • Engagement: Although their engagement rates might be lower compared to smaller influencers, their broad reach makes them suitable for wide-scale campaigns.


  • Followers: Have a smaller but highly engaged following, often ranging from a few thousand to tens of thousands of followers.
  • Engagement: High engagement rates due to a more focused and niche-specific audience.
  • Niche Expertise: Known for expertise in specific niches or industries, allowing for targeted campaigns and authentic connections with followers.


  • Followers: Have a very modest following, typically ranging from a few hundred to a few thousand followers.
  • Hyper-Local Influence: Often have a highly localized or specialized audience in a specific community or interest group.
  • High Engagement: Despite a small following, they tend to have very high engagement rates and authentic interactions with their audience. 

3.Why Influencer Marketing Is Effective In South Korea

Social Media Is Huge In South Korea

One of the main reasons influencer marketing is so effective in Korea is because social media is huge in Korea. According to recent statistics, South Korea has the highest social media penetration rate in the world at 96%. This means that almost every adult in Korea uses social media daily.
This is important because it means that if a brand partners with an influencer who has a strong presence on social media, there is a huge potential audience to reach. Not only that, but Koreans are more likely to trust recommendations from people they follow on social media than traditional forms of advertising.

Targeted Audience Reach

Influencers in Japan cover a wide array of niches and industries, allowing brands to target specific demographics or niche markets effectively. From beauty and fashion to technology and gaming, influencers in South Korea cover various areas of interest, enabling brands to reach their desired audience segments.

Micro-Influencers Are Particularly Effective In South Korea

Another reason influencer marketing works so well in Korea is that micro-influencers are particularly effective. A micro-influencer is someone who has a relatively small but large social media following. In Korea, these types of influencers are often viewed as more relatable and trustworthy than celebrities or mega-influencers with millions of followers.
This credibility is important because it helps brands build trust with their target consumers. If you know that an influencer is genuinely passionate about a product or service, you are more likely to be interested in it as well.

4.Key elements to a successful influencer marketing campaign in Korea

Influencer marketing in Korea, like in other parts of the world, requires a well-thought-out strategy and an understanding of the local culture, preferences, and trends. Here are key elements to consider for a successful influencer marketing campaign in Korea:

Choose the Right Influencers

Korean culture is unique, so understanding trends, language nuances, pop culture references, and local customs is crucial. Tailor your campaign to resonate with Korean audiences.

Understand Korean Trends and Culture

Select influencers whose values, content, and audience align with your brand. Look for influencers who have a strong following and engagement within your target demographics.

Localized Content

Create content that is not just translated but culturally adapted for the Korean audience. Use Korean language, idioms, and references that locals can relate to.

Build Relationships with Influencers

Cultivate relationships with influencers beyond the campaign. Long-term partnerships can enhance authenticity and credibility.


South Korea is a great place to start influencer marketing. Korea’s digital environment is growing rapidly, and the public is embracing online marketing initiatives.
Additionally, social media platforms are popular in Korea, and brands are rapidly turning to Korean influencers to reach new audiences. If you are interested in launching an influencer marketing campaign in Korea, be sure to keep these key factors in mind.

We provide a sales and marketing support service to help influencers and creators
to be continuously active on social networking sites, we support them in various ways.
We will support influencers and creators in a variety of ways, focusing on the sales aspect.

If you are interested in this service, please contact us for more information.