K-pop stars link hot South Korean products to eager Japanese buyers

Fandom drives fashion trends honed by social media scrutiny

20240716N South Korea 1

Trends spread quickly via social media in South Korea. (Photo by Nikkei)

KEIICHI FURUKAWA, SHUHEI YUZAWA and MANA KUBOTA, Nikkei staff writers

TOKYO -- Social-media-savvy young South Koreans are shaping consumer tastes in Japan, as K-pop fans follow the lead of posts from their favorite stars about trendy products.

During a visit last month to a Jins eyewear shop in Tokyo's trendy Shibuya district, many customers were holding glasses with square metal frames.

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