Seoul Con 2023 has revealed a fascinating insight: when thinking of Seoul, ‘Beauty and Fashion’ dominate the imaginations of international influencers. (Image courtesy of Yonhap)
SEOUL, Mar. 15 (Korea Bizwire) – In the heart of Seoul, the world’s foremost and largest gathering of digital influencers, Seoul Con 2023, has revealed a fascinating insight: when thinking of Seoul, ‘Beauty and Fashion’ dominate the imaginations of international influencers.
This revelation comes from a comprehensive survey conducted by the Seoul Business Agency (SBA), which polled 332 influencers—split nearly evenly between domestic and international participants—about their perceptions of Seoul and the convention itself.
The event, which ran from December 30 to January 1, attracted over 100,000 attendees from 58 countries, underscoring its global appeal.
The survey unveiled that 57.3% of international influencers associate Seoul with its vibrant beauty and fashion scene, followed by its renowned cuisine (40.2%), Hallyu culture content (38.4%), shopping experiences (25.6%), and a plethora of festivals and entertainment options (22.6%).
In contrast, domestic influencers seemed to cherish Seoul’s diverse entertainment and festival offerings the most, with 48.8% highlighting them as the city’s standout feature.
Hallyu culture content (48.2%), convenience facilities (31.5%), cultural landmarks and urban landscapes (31%), and food (30.4%) followed closely.
When it came to the content they wished to introduce to their followers, domestic influencers were keen on showcasing Hallyu culture content (54.8%), while their international counterparts were more inclined towards the beauty and fashion sectors (56.1%).
Both groups, however, shared a common interest in Seoul’s youthful hotspots like Seongsu and Hongdae, as well as traditional and cultural locales such as Insadong and the Bukchon Hanok Village, signaling a balanced appreciation for the city’s modern vibrancy and rich heritage.
The international influencers cited shopping (46.2%) and culinary delights (45.6%) as the most satisfying aspects of their Seoul experiences.
Their favorite dishes included tteokbokki (13.2%), bibimbap (12.6%), samgyeopsal (10.1%), Korean-style chicken (8.2%), bulgogi (6.9%), and galbi (6.9%), showcasing the global appeal of Korean cuisine.
The primary motivation for attending Seoul Con varied between groups, with domestic influencers focusing on researching and sharing media trends (40.5%), while their international peers sought fun and networking opportunities (48.2%).
Remarkably, over 90% of influencers from both groups expressed positive feedback about the event.
Hyungwoo Kim, CEO of the Seoul Business Agency, remarked, “This survey has illuminated Seoul through the eyes of global influencers, confirming the city’s status as a hub for the beauty and fashion industries. We plan to leverage these insights to evolve Seoul Con into the world’s premier industry expo, thereby enhancing the city’s competitiveness and stimulating economic growth.”
Ashley Song (ashley@koreabizwire.com)
