Chinese brands, once discounted by consumers, now gaining ground in Korea

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Chinese brands, once discounted by consumers, now gaining ground in Korea

Published: 13 Mar. 2026, 07:00

Audio report: written by reporters, read by AI

A customer looks at cosmetics from Chinese brand Flower Knows on display at a Chicor beauty store in Mapo District, western Seoul, on March 10. [NOH YU-RIM]

At a Chicor beauty store in Mapo District, western Seoul, on Tuesday, young shoppers crowded around cosmetics from Chinese brand Flower Knows — one of the many signs of how Chinese consumer brands are gaining ground in Korea.

A wide array of the brand’s products was prominently placed near the entrance. Known for its ornate, princess-style packaging, Flower Knows entered Chicor, a beauty retailer operated by Shinsegae International, on March 1.

One of the store’s most popular items, the Bunny Garden 6-Color Makeup Palette, priced at 37,000 won ($25), was selling out quickly. The product is more expensive than a similar six-color palette from Korean beauty brand Clio, which costs about 27,000 won.

Lee Ga-hyeon, a 29-year-old from Bupyeong District, Incheon, said she used to purchase Flower Knows products only through overseas direct purchases but was glad she could now see them in person before buying.

“The products aren’t cheap, but the pigmentation and application are good, and the design is very pretty and different from Korean cosmetics,” Lee said.

Cosmetics from Chinese brand Flower Knows are on display at a Chicor beauty store in Mapo District, western Seoul, on March 10. [NOH YU-RIM]

Meanwhile, Chinese brands are expanding beyond cosmetics into a wide range of consumer sectors, such as food and beverage.

A merchandising head at a Korean convenience store chain, who requested anonymity, said they received an unexpected call last week from the Yantai Comprehensive Bonded Zone administrative committee in China. Bonded zones function as special trade areas that allow goods to be exported with fewer procedures.

The committee suggested that the convenience store chain source Chinese products through the Yantai bonded zone to secure stable supply and reduce purchasing costs.

“They said they wanted to explain the proposal in person, so we plan to meet in Korea later this month,” the head said. “If the conditions are favorable, we plan to select items such as snacks and beverages to sell in our stores.”

Chinese consumer products are increasingly entering the daily lives of Korean consumers. After expanding rapidly through online platforms such as AliExpress and Temu, Chinese brands are now stepping up their presence in offline sectors, including food, fashion and beauty.

The mala hot pot chain Tang Huo Kung Fu Mala Tang operates 494 locations in Korea alone as of press time. Chinese milk tea franchises ChaPanda, Mixue and Heytea have already opened between six and 24 stores in Korea. Another brand, Chagee, plans to open outlets in major commercial districts such as Gangnam, Yongsan and Sinchon across Seoul during the first half of this year.

Customers line up to order at ChaPanda, a Chinese milk tea store, in Mapo District, western Seoul, on March 10. [NOH YU-RIM]

A Chagee official said the company sees strong growth potential in Korea, where cafe culture is well-developed and interest in tea has been rising.

“Korean consumers are known for having high standards for quality,” the official said. “We plan to attract them by offering a premium tea experience.”

Other Chinese restaurant chains such as grilled fish restaurant Bantianyao Kaoyu and hot pot chain Haidilao currently operate between eight and 11 stores in Korea.

Industry observers say the rapid expansion of Chinese brands in Korea is partly due to changing perceptions among younger consumers. While Chinese products were previously seen mainly as inexpensive alternatives, many consumers now view them as offering solid quality.

The shift has also been influenced by the visa-free travel policy between Korea and China, which has made it easier for Koreans to travel to China and experience local products firsthand.

At the same time, slowing domestic demand in China has pushed more Chinese companies to look overseas for growth opportunities.

Jung Yeon-sung, a professor of business administration at Dankook University, said Korea is attracting attention as a strategic testing ground for global brand expansion because of its sophisticated consumers and rapidly changing trends.

“Consumer perceptions of China among Koreans have improved recently due to visa-free travel policies and experience-driven consumption,” Prof. Jung said. “This increases the chances of success for Chinese consumer brands in Korea.”

A model shows drinks by ChaPanda, a Chinese milk tea brand, at a pop-up shop at a Galleria Department Store in Seoul on April 22, 2024. [HANWHA GALLERIA]

Some experts also say Korean companies must strengthen their differentiation to compete with the growing influx of Chinese capital and brands.

Jeon Byung-seo, head of the China Economic and Financial Research Institute, said domestic brands need to build distinct brand value — “similar to Bordeaux wine” — in order to appeal to both Korean and global consumers over the long term.

“Rather than focusing solely on overseas expansion amid the global popularity of K-culture, it is important to establish a unique brand identity,” Jeon said.

This article was originally written in Korean and translated by a bilingual reporter with the help of generative AI tools. It was then edited by a native English-speaking editor. All AI-assisted translations are reviewed and refined by our newsroom.
BY NOH YU-RIM [[email protected]]