CONTRIBUTION Food, beauty, luxury power new era in Korea-France relations
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This year marks the 140th anniversary of official diplomatic relations between Korea and France. Today’s vibrant exchanges are the result of decades of mutual learning and steady cooperation.
When the first generation of the Korean diaspora arrived in France in 1919, the environment was very different. Even decades later, when I arrived in 1992, few people knew much about Korea.
Instead, China and Japan dominated public attention. Japan, in particular, enjoyed widespread popularity in France, driven in part by the country’s enthusiasm for anime and then-President Jacques Chirac’s interest in sumo wrestling.
Still, sustained dialogue and exchanges gradually laid the groundwork for deeper cultural understanding between France and Korea.
The global success of Korean cultural content such as “Gangnam Style,” “Parasite,” “Squid Game” and “KPop Demon Hunters” accelerated the spread of the Korean cultural wave, known as hallyu.
In France, hallyu has evolved beyond a passing trend, becoming embedded in everyday culture. French consumers are now familiar with bibimbap and gochujang, celebrate “Kimchi Day” and lead Europe in webtoon consumption. BLACKPINK’s 2025 Paris tour drew more than 160,000 attendees.
Local fans cheer during BLACKPINK’s world tour concert at Stade de France in Paris, Aug. 2, 2025. Korea Times photo by Jeong Seung-im
These cultural exchanges have translated into stronger economic ties. As of 2024, bilateral trade exceeded $13.7 billion, while Korea’s direct investment in France reached $1.8 billion — double the level seen in 2018.
At the core of this growth are high-synergy strategic industries rooted in both Korean and French culture — food, beauty and luxury.
France’s rich heritage in gastronomy, design and fashion blends naturally with the speed and creativity of Korean innovation, creating a dynamic new partnership of excellence.
K-food: Rise of new culinary expereinces
France has become a key stage for Korean cuisine. Paris alone is home to around 350 Korean restaurants and specialty stores. Korean food retailer K-MART operates five locations in major areas of Paris, including Opera and the Champs-Elysees, making products such as kimchi, makgeolli and ginseng widely accessible.
This shift in popularity was vividly illustrated during my January visit to Okdongsik, a Korean soup restaurant run by a chef who appeared in the Netflix series “Culinary Class Wars.”
On a Saturday morning in Paris, I was astonished to see an hourlong queue of mostly French customers lining up for gukbap, a humble rice-and-broth dish. The scene stood in stark contrast to my childhood, when eating kimchi was almost taboo because of its strong smell.
K-food’s vibrant presentation, balanced nutrition and emphasis on care and warmth align naturally with French culinary values. French consumers see gastronomy as a holistic experience and a reflection of life itself. Combined with exposure through Netflix and social media, K-food has become both a cultural discovery and a contemporary lifestyle experience.
Korean companies such as CJ CheilJedang, Daesang, SPC and SIAS are expanding their presence in France. Orion’s Kkobuk Chips, now sold in 1,200 Carrefour stores nationwide, exemplify the mainstream expansion of K-food.
K-beauty: Innovation as global growth engine
Graphic by Cho Sang-won
Alongside the United States and France, Korea is now recognized as a global beauty leader, driven by companies such as APR, COSMAX and Kolmar Korea.
According to the Ministry of Food and Drug Safety, Korea’s cosmetics exports reached a record high of $11.43 billion last year, up 12.3 percent from a year earlier.
France, the historic heart of the cosmetics industry, has evolved from a simple export market into a strategic partner for Korea.
The success of K-beauty in France rests on three key pillars — technology-driven innovation including AI-based skin care, distinctive product formats and compelling storytelling supported by competitive pricing.
The French K-beauty market reached $2.8 billion in 2024, supported by the growing presence of Korean brands across French distribution networks.
This year, Korean beauty retail leader Olive Young partnered with global giant Sephora, part of LVMH, to introduce dedicated K-beauty zones in Sephora stores. Such collaborations come as no surprise and show clear signs of accelerating.
Today, Seoul has become a global showcase for cosmetics, fashion and more, drawing international players eager to be part of this movement. This dynamic complements France’s legacy, enabling a seamless blending of tradition and innovation.
Following its 2018 acquisition of Stylenanda, L’Oreal further strengthened its Asian and K-beauty portfolio in 2024 by acquiring Gowoonsesang Cosmetics, best known for its skin care brand Dr.G.
That same year, French private equity firm Archimed acquired Korean medical aesthetics company Jeisys Medical for $742 million, highlighting the growing depth of industrial cooperation between Korea and France.
Luxury: Virtuous cycle of partnership
Luxury has also emerged as a cornerstone of bilateral ties. Korea’s luxury market, valued at approximately $5.8 billion, is among the fastest-growing globally, with Koreans now the world’s largest per capita consumers of luxury goods.
For French luxury groups, Korea is no longer merely a consumer market but a strategic testing ground.
In conversations with executives at leading global luxury companies, Seoul is consistently cited as a strategic hub essential for success in Asia, particularly in China. For a brand to succeed in China and across Asia, it must first succeed in Seoul.
French luxury houses such as Louis Vuitton, Chanel, Hermes and Dior continue to expand flagship stores in Seoul, creating immersive spaces that blend retail, culture and gastronomy. The opening of Louis Vuitton’s Visionary Journeys Seoul in November 2025, the brand’s largest store worldwide, symbolized Seoul’s role as a driver of global luxury trends.
Toward strategic alliance
President Lee Jae Myung speaks with French President Emmanuel Macron during their first phone call since Lee’s inauguration at the presidential office in Seoul, Sept. 11, 2025. Courtesy of presidential office
Since the 1886 Korea-France Treaty of Amity, Commerce and Navigation, the two countries have built close economic, cultural and political ties. Today, that partnership is evolving further.
France and Korea increasingly need one another to navigate a turbulent global environment marked by rising geopolitical tensions, including Sino-American rivalry, and to find stability through cooperation with trusted partners that share cultural values.
This cooperation is already producing tangible results in high-synergy sectors such as defense, AI, digital technologies, aerospace and energy.
The exclusive invitation extended to Korean companies at the Choose France 2025 roundtable underscores the evolution of the bilateral relationship into a strategic alliance.
With President Emmanuel Macron’s planned visit to Korea in 2026, momentum is expected to continue building.
Paul Shon is a partner at Samil PwC and the first French-Korean certified public accountant (expert-comptable) in France. He serves as head of the French Business Group in Korea and Japan. He is also a board member of the French Korean Chamber of Commerce and Industry.