China’s next soft-power export could be beauty
Focusing on neighbouring markets will help the industry build cachet
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ASIA’S export champions Japan and South Korea have blazed a trail that China is now following.
Once their industrial might was established, they began to sell soft power: music, movies, television, the aesthetic style that accompanies them – and the practical tools to achieve the look.
Although overseas sales of Chinese beauty brands are roughly half those of South Korea, the gap is narrowing. But unlike K-beauty, which counts the US as its biggest market, the West will not be the main growth engine, at least for now.
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