Korean culture has become a driving force behind the spending habits of 76% of Brazilians, according to a new study sent to CNN Brasil. The research found that South Korean trends, from food to fashion, are shaping how people in Brazil spend their money.
The survey was designed by credit bureau Serasa in partnership with the Instituto Opinion Box, with promotional support from the Korean Cultural Center in Brazil (Centro Cultural Coreano no Brasil).
Of the 76% of Brazilians who said they are interested in Korean culture, 29% reported buying related products at least once a month. Nearly half of respondents, 49%, said they had spent more than they had planned on this interest, while 47% said they had spent up to 250 reais on Korean products and experiences.
The study also found that 25% of Brazilians have saved money specifically to get closer to Korean culture.
A smaller but still significant share of respondents reported more drastic financial steps to fund their interest. Sixteen percent said they had used their full credit card limit for Korean-related purchases, and another 16% admitted to buying products or experiences on impulse. Eleven percent said they had sought extra income to pay for items they wanted.
Others took a more measured approach, with 24% saying they kept their spending on Korean culture fully planned.
Aline Vieira, a financial education specialist at Serasa, said Asian culture had become part of the cultural routine of people living in Brazil. She said the data showed that Korean culture had stopped being just a form of entertainment and had become part of the lifestyle of many Brazilians, taking on a relevant role within the country's economy. She added that while some consumers admitted to making impulse purchases, another portion of the population remained conscious about keeping their spending within budget.
Food and collectible items
Further findings pointed to significant spending on items such as food and collectibles. Forty-seven percent of respondents said they had started researching more about South Korea and trying new foods since following Korean culture, while 44% said they now consume more products related to the country.
Interest has spread across several areas of life. Forty-one percent of those surveyed said they had begun studying Korean, while 36% said they had started buying new brands as a result of their interest.
The survey found that Brazilians feel encouraged to pursue goals and change habits as they learn more about Korean culture. A quarter of respondents said they save money to reach objectives such as moving to South Korea or attending a K-pop concert.
Beyond spending habits, 29% said they had changed their beauty routines, 19% had adopted a new style of dress, and 16% said they had developed a desire to travel to the country.
Normalized in daily routine
Jeonghee Jeong, director of the Korean Cultural Center in Brazil, said the numbers confirmed something the center experiences daily. She said Brazilians' interest in Korea had stopped being a passing trend and had become part of everyday life, noting that what often starts with a song or a series turns into a desire to learn the language, cook, travel and understand the country more deeply. She said the center's role was to welcome that curiosity and offer free, accessible ways to explore it further.
Vieira said this pattern of consumption could encourage Brazilians to build stronger financial literacy while still deepening their connection to another country's culture.
She said Serasa already had a long-standing relationship with fans of Korean culture on social media, who frequently mention the company in comments and humorous posts about the costs of attending a K-pop concert or meeting a K-drama actor visiting Brazil. She said this represented an opportunity to connect with those fans in person and reinforce the company's goal of bringing financial education to all audiences.
