US survey shows rising interest in K-lifestyle among 20s and 30s

A survey of 480 US citizens aged 20–39 conducted in July 2026 found that 80.2% reported an increased interest in the K-lifestyle, with K-POP being the primary driver for 59.4% of respondents.

According to a survey conducted by the Daehak Naeil 20s Research Institute, 80.2% of 480 US citizens aged 20–39 living in the United States reported that interest in the K-lifestyle around them has increased compared to the past. The survey was conducted from July 2 to July 7, 2026, among individuals who expressed interest in South Korea and had experience consuming Korean products, brands, or content within the last six months.

K-POP was cited as the most common reason for becoming interested in the K-lifestyle at 59.4%, followed by SNS and communities at 58.1%, and Korean products and brands at 56.7%. By age group, SNS and communities were the top driver for those in their 20s at 60.4%, while K-POP was highest for those in their 30s at 63.8%. Webtoons and web novels were chosen as a reason for interest by 35.8% of respondents in their 20s, which was similar to the 35.0% for dramas, variety shows, and movies, and approximately double the 17.9% response rate from those in their 30s.

Topics of interest included street food (40.6%), dining out for Korean food (39.4%), skincare routines (36.9%), Korean home-cooked meals (34.8%), and travel, tourism, and hot places (34.4%). The survey results show a trend where interest sparked through content leads to actual lifestyle areas such as food, beauty, and travel. However, as the subjects of the survey were individuals with recent consumption experience related to South Korea, it is difficult to generalize the results to the perception of all consumers in the United States.

K-POP was the first keyword that came to mind for both age groups when thinking of South Korea. This was followed by innovation, technology, and Samsung for those in their 30s, while those in their 20s primarily mentioned Seoul, skincare, food, and expressions like "fun" and "cool." Regarding food, both generations mentioned kimchi and ramen, while the 20s also cited Buldak and soju.

In a question asking respondents to list up to five Korean products or brands that come to mind first, the beauty and fashion sectors included COSRX, LANEIGE, Beauty of Joseon, medicube, and GENTLE MONSTER. In the food, beverage, and alcohol sectors, ramen, Buldak, kimchi, and soju were mentioned alongside bibigo, LOTTE, Nongshim, and Samyang. In the mobility sector, Hyundai, Kia, and Genesis, as well as airlines, were named.

In the content and entertainment sector, K-POP and BTS were mentioned, followed by KPop Demon Hunters. Given that animations produced overseas can also be associated with K-content if they use Korean culture as a subject, perceptions of South Korea are expanding beyond companies and products into cultural themes. The survey results show that there are differences in how those in their 20s and 30s think of South Korea, and the associated brands vary by sector such as beauty, food, and content.

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