Why Luxury Fashion's Fascination With Korean Pop Culture Is Not Just a Trend

As the world collectively makes its way back to a new sense of normalcy post-pandemic, the fashion industry is finding its footing in Asian markets. In particular, many high fashion Western brands have found themselves infatuated by the ever-growing trends coming out of South Korean pop culture, leading luxury brands flocking to the country's capital. With the rising interest in the market, it begs the question of why luxury brands are so intent on having a presence in South Korea. The global po...