"Cheap Despite Concerns"... Chinese Platforms Take Over Gen Z

Embrain Trend Monitor Survey Results
79.8% of Respondents "Aware of Chinese Trends"
Consumers Drawn by "Cost-Effectiveness"
Distrust in Quality and Safety Remains

The influence of Chinese trends on the domestic consumer market is growing. In the past, Chinese products and content were often associated with being "cheap" or "imitative," which led to resistance among consumers. However, recently, the points of contact with domestic consumers have been expanding, especially in areas closely related to daily life such as shopping platforms, social networking services (SNS) and content platforms, and food and beverages.

An AI-generated image of a Chinese Wanghong experience.

On May 12, market research firm Embrain Trend Monitor conducted a "Consumer Perception and Experience Survey on Chinese Trends" with 1,200 men and women aged 13 to 69 nationwide. The results showed that 79.8% of all respondents were aware of recent Chinese trend issues, and 71.1% had used Chinese services or products within the past year.

The categories with the highest user experience rates were shopping platforms (32.6%, multiple responses), food and beverages (25.5%), and SNS or content platforms (21.3%), indicating a clear expansion trend centered on daily life-related sectors.

In particular, teenagers showed relatively higher usage rates than other age groups in content-centric areas such as SNS or content platforms (30.0%), games (26.0%), and animation or characters (18.5%). This is interpreted as the result of Chinese trends spreading beyond specific platforms or preferences to cover overall real-life consumption and digital content experiences.

The area where the spread of Chinese trends is most strongly felt is shopping platforms (54.3%, multiple responses). Among users of Chinese shopping platforms, 22.2% were "heavy users," visiting at least once a week. The main categories of purchases were fashion clothing and accessories (56.8%, multiple responses), and kitchen or household goods (43.0%), showing strong demand for everyday consumables.

The overwhelming top reason for using these platforms was "price competitiveness." Among those with experience using Chinese products or services, 90.8% cited "low prices" as their main reason. This was followed by "wide variety of products" (39.4%, multiple responses), "no shipping fee burden" (25.6%), and "simple curiosity" (23.8%). The analysis suggests that not only low prices but also a broad range of products and low entry barriers have attracted consumers.

Chinese e-commerce platform. The Asia Business Daily Database

Negative Perceptions of Chinese Products and Services Persist

However, negative perceptions about Chinese products and services remain strong. A total of 68.0% of respondents expressed a negative attitude. The major barriers cited were "distrust in quality" (77.6%, multiple responses), "safety or harmfulness concerns" (65.2%), "concerns over personal information or security" (56.0%), and "false or exaggerated advertising" (50.0%).

There was also a strong tendency to associate negative images with Chinese beauty and cosmetics brands, content, and food culture. While "cost-effectiveness" serves as a strong attraction for consumers, distrust over quality and safety still appears to be a limiting factor in the spread of these products and services.

64.8% of Respondents: "Chinese Trends Will Continue to Expand in Korea"

Chinese trends are expected to further expand their influence in the domestic market in the future. A total of 64.8% of all respondents predicted that "Chinese trends will further expand in the Korean consumer market," and 47.2% answered that "the influence of Chinese brands in Korea will grow in the future."

However, only 12.8% agreed with the statement "To keep up with trends in the future, you need to look at China." While China is recognized as a competitor in the Korean market, it has not yet established itself as a leading country in trends. In fact, in trend leader evaluations by category, Korea ranked first in most areas such as dramas and movies, games, SNS or content platforms, food and beverages, beauty, fashion, and home appliances. China only ranked second (17.2%) in the shopping platform category.

Embrain Trend Monitor pointed out, "Chinese trends are quickly becoming an alternative for Korean consumers as 'affordable and diverse options,' but there are still many challenges to overcome before they can be established as 'preferred tastes to follow' or 'trusted brands.'"

This content was produced with the assistance of AI translation services.