NZ-Korea Consumer Research Lab

The purpose of this research lab is to cultivate and assimilate cutting-edge consumer insights from Korea gathered through state-of-the-art research methodologies.

Lab description

Korea has emerged as one of the world’s leading economic powerhouses with the growing strategic importance for New Zealand. It is currently the sixth largest export destination and the eighth largest import source for New Zealand. In addition, Korea is a home to iconic brands including Samsung, LG, and Hyundai. The ‘Korean Wave’ of popular culture (including K-pop, K-drama and K-beauty) is now a global phenomenon. This trajectory is likely to continue, with many forecasters expecting Korea to become one of the most influential centres of future globalization.

The NZ-Korea Consumer Research Lab runs a number of cutting-edge research projects involving collaborators from the University of Auckland and other research institutions from New Zealand, Australia and Korea that focus on the following objectives:

  • Fostering knowledge about the unique aspects of consumer behaviour occurring in and/or originating from Korea (including cross-cultural research)
  • Developing collaborations with the leading consumer research institutions in Korea to leverage NZ-Korea capabilities to advance the theory of global consumer behaviour
  • Helping international brands (from New Zealand) to understand Korean consumers and to develop consumer-based marketing strategies to succeed in Korea

This project is supported by the Korea Foundation.