Afternoon edition, November 15, 2026. Korea’s culture industries are turning soft power into hard currency across four fronts today: beauty, music, food and streaming drama.
Beauty goes to Wall Street
U.S. asset manager Guinness Atkinson launched the Guinness Atkinson K-Beauty ETF (ticker KBTY) on NYSE Arca, tracking 25 Korean companies from Amorepacific and Kolmar Korea to medical-aesthetics names such as Classys and Hugel. Korea shipped a record $11.4 billion in cosmetics in 2025, ranking second worldwide, and October exports jumped nearly 60% year-on-year. The fund charges a 0.55% expense ratio, though analysts note that narrowly themed ETFs often struggle — more than 320 U.S. ETFs have closed this year.
K-pop’s comeback rush
ATEEZ returned on November 13 with their 15th mini-album, GOLDEN HOUR : Part.6, led by the brass-heavy title track “UP.” It is their first release since renewing contracts, and follows three No. 1s on the Billboard 200; a 2027 world tour is already planned. TOMORROW X TOGETHER drop their ninth mini-album, PERFECT STORM, on November 16 after opening their “STEAL THE WIND” tour in Seoul, while CRAVITY sold out two nights at Seoul’s Olympic Hall.
K-food moves into Central Asia
Cultural affinity built by K-dramas and K-pop is converting into food sales. Korea’s agri-food exports to Kazakhstan reached about $43.15 million from January to September, a record, as the CU convenience-store chain grew to 70 stores there in two and a half years. In Uzbekistan, the supermarket chain Karzhinka opened a dedicated K-Food corner with roughly 20 Korean products. Certification (EAC) and cold-chain logistics remain the key hurdles.
Drama: a Disney+ record
The Korean romance epic The Remarried Empress became the most-viewed local original premiere in Disney+ history, based on three days of views after its November 3 launch, topping Korean-title premieres in more than 50 markets. Starring Shin Mina, Ju Jihoon, Lee Jongsuk and Lee Seyoung, the 10-episode adaptation of a Naver Webtoon with roughly 3 billion page views runs weekly through November 25.
Source: Aju Press/Bloomberg; Yonhap/Ground News; TrendBiz/KOTRA; Disney+ Press/Variety.
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