And how Korean culture has reshaped the global luxury landscape In the last decade, something remarkable has reshaped the world of luxury fashion, beauty, and perfumery: South Korea’s cultural influence. What began with the global spread of K‑pop and Korean dramas has grown into an unstoppable cultural force that now touches the highest echelons of global luxury brands. Today, it’s no longer unusual to see K‑pop idols and K‑drama stars fronting campaigns for houses like Chane
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