Influencer Marketing in South Korea 2025: high digital maturity, muted influencer enthusiasm
South Korea has one of the highest internet penetrations in the world (97.6%) and is mobile-first, yet it ranks sixth of seven markets in Totem's social commerce enthusiasm index, scoring 24 against a regional average of 28. Koreans are highly engaged in traditional ecommerce but comparatively reserved on influencer-led buying.
Consumers shop online mainly for convenience and deals rather than entertainment, and friends and family are the top influence on purchase decisions. Traditional media and industry experts still carry meaningful weight, while influencers and celebrities weigh less. Even so, livestream commerce is robust: 82% have watched or bought from a live event, just below the Asia average of 84%.
This mini-report draws on the South Korea cut of Totem's 2025 Asia influencer survey — 548 consumers and 22 Korea brand managers — to detail the platform mix, influencer roles and the scepticism that tempers the market.
High digital maturity, below-average influencer enthusiasm.
Despite near-universal internet access, Korea's enthusiasm index of 24 sits below the regional average, with strong engagement in conventional ecommerce but comparatively cautious adoption of influencer marketing.
Peers and experts outweigh influencers.
Friends and family are the top purchase influence, and consumers place high value on other users' opinions and on traditional media and industry experts. Influencers and celebrities carry relatively less weight than in the growth markets.
Influencers convert better than they discover.
Influencer impact is light-touch across the journey, but the survey finds influencers are more effective at converting sales than at earlier stages — a narrow but real role for brands to exploit.
Naver and Kakao anchor a local-platform ecosystem.
Naver leads for influencer marketing, followed by Kakao, with Coupang and Instagram used at similar levels and Brandi niche to fashion. Localisation with these home-grown platforms is essential for foreign brands.
Scepticism centres on product quality and deals, not privacy.
Korean consumers are the most sceptical in Asia about product quality and the deals influencers present, but they are relatively unconcerned about privacy and the purchase process compared with other markets.
A full TikTok Shop could lift Korea toward the middle.
TikTok "Shop" was planned for a 2025 launch; the report estimates a full-featured offering could push Korea's enthusiasm above average, into a range similar to Thailand.
Where does South Korea rank on social commerce enthusiasm?
Sixth of seven markets, with an index score of 24 against a regional average of 28 — high digital maturity but muted influencer enthusiasm.
How common is livestream shopping in Korea?
Widespread: 82% of consumers have watched or bought from a brand livestream, just below the Asia average of 84%. Naver Shopping Live is the leading channel at 45% of viewers.
Do influencers drive purchases in Korea?
Modestly. Their impact is light across the journey, but the survey finds they are more effective at converting sales than at discovery or consideration.
Which platforms lead for influencer marketing?
Naver leads, followed by Kakao, with Coupang and Instagram close behind — a market where local platforms dominate and localisation is critical.
What makes Korean consumers hesitant?
They are Asia's most sceptical about product quality and the deals influencers present, though they worry less about privacy and checkout friction than other markets.
This mini-report is the South Korea cut of Totem's 2025 "Influencer Marketing in Asia" study. The Korea consumer sample is 548 respondents, drawn from a seven-market survey of 3,813 consumers conducted in July 2025 by Rakuten Insight Global (balanced by gender and across GenZ, Millennial, GenX and Boomer cohorts). It is complemented by Totem's brand-side survey, including 22 Korea-based brand and marketing managers.
Get the full report
Leave your details and we'll send the PDF to your inbox.