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Business trends

Japan's millennials lap up '3rd wave' Korean boom despite politics

Schoolgirl-led marketing startup thrives by tracking fast-changing trends

Rika Shiiki, 20, leads a marketing company that advises companies on how to appeal to young girls. (Photo by Ken Kobayashi).
AKANE OKUTSU, Nikkei staff writer | Japan

TOKYO -- Japan's youth marketing startup AMF is catching the "third wave" Korean boom that is currently trending among Japanese millennials. This time it's appealing not just to fans of pop idols and TV dramas -- it's gaining traction among a broader range of consumers.

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