CURRENT STATUS OF CONSUMPTION OF KOREAN FASHION PRODUCTS BY YOUTH IN SOME LARGE CITIES IN VIETNAM

Abstract

Using the survey method by questionnaire combined with the synthesis and analysis of documents from previous studies, this article investigates consumption of Korean fashion products among 1000 adolescents in several large cities in Vietnam (Hanoi, Danang, Ho Chi Minh city) from 2023 to 2024. Firstly, it can be affirmed that the level of interest in Korean fashion in Vietnam is relatively high. Secondly, movies are still the traditional but most effective channel for introducing Korean fashion products to Vietnamese consumers. Thirdly, in general, Vietnamese adolescents like buying products directly at fashion stores or ordering genuine products through Vietnamese store owners more than ordering on genuine Korean sales websites. The older the age group, the more likely they are to order and use high-end products than the other two age groups. Finally, the form or the design of products is considered the most important reason why Vietnamese adolescents consume Korean fashion products. The survey results make practical and important contribution towards providing updated data as well as relatively objective perspectives for policy makers to develop and distribute Korean fashion products in Vietnam.