PROJECT M
 

Catching a Korean wave

Over the last couple of years, South Korean pop culture has taken center stage as the darling of the country's export economy

© Getty Images

Catching a Korean wave

Over the last couple of years, South Korean pop culture has taken center stage as the darling of the country's export economy

Innisfree

In February 2013, when North Korea tested its nuclear weapons, news outlets reported that South Korea was scrambling to get a jump on healthy skin. The keyword most searched on the Internet by South Koreans at the time was “Innisfree,” the name of a cosmetics company running a monthly sale. Innisfree, a subsidiary of Amore Pacific, specializes in natural ingredients such as green tea, clay from the island of Jeju, seaweed and other ingredients consistent with its “eco-friendly” philosophy. The response of South Koreans was attributed to a “what again?” resignation groomed over decades of hostile rhetoric from the North.

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