WHY SOUTH KOREA'S GEN Z WANT AMERICAN BRANDS

Summary from the TLDR Marketing newsletter

Over 60% of South Koreans in their twenties use an iPhone, compared with 86% of those in their fifties and sixties who own a Samsung Galaxy. Younger consumers favor American brands due to cultural influence, social media, and the sense of style and freedom associated with California. This shows that cultural narratives and aspirational values strongly influence buying decisions, and that US-linked branding can resonate even amid political or economic tensions. Family influence and study abroad experiences further shape these preferences.