South Korean cosmetics maker Amorepacific looks past China to U.S.

SEOUL -- South Korean cosmetics manufacturers like Amorepacific are shifting their export focus from China to the U.S., the world's biggest market, capturing demand with their highly functional products and advertisements featuring South Korean idols like BTS.

A lotion based on snail mucin developed by Amorepacific subsidiary COSRX has become a hit with Western influencers via the video-sharing app TikTok, where the company began streaming promotional videos in 2022. Views have exceeded 2.1 billion.