Impacto de la importación de productos surcoreanos de cuidado facial en el comportamiento del consumidor ecuatoriano durante el periodo 2020 – 2024.

Abstract

This study analyzes how products from South Korea have progressively influenced and transformed the Ecuadorian market during the period 2020–2024, highlighting the cultural connection established between these products and local consumers. This process has been driven by the Hallyu phenomenon, or Korean Wave, which has consolidated its cultural presence and generated growing interest in South Korean products, especially in the cosmetics and facial care sector. Unlike other markets negatively affected by the health crisis, the Korean cosmetics industry maintained sustained growth, finding a favorable environment for its expansion in Ecuador. The data show that the import and consumption of Korean products are no longer a passing fad, but have become a significant component of local commerce. This is reflected in their growing presence in specialty stores and retail chains nationwide, confirming their acceptance and consistent demand among Ecuadorian consumers. Furthermore, the signing of the Free Trade Agreement between Ecuador and South Korea is a key factor that could intensify this trade dynamic. Consumers will have access to innovative products and more competitive prices; however, the national market faces the challenge of adapting to highly efficient international competition, which raises questions about the sustainability and competitiveness of the local industry, as well as about the strategies needed to strengthen its positioning in the medium and long term.