The popularity of Korean healthcare and lifestyle products is rapidly increasing in Southeast Asian and Taiwanese markets. As Korean lifestyles, as seen through K-content, are combined with local health care trends, trust in Korean products is leading to actual purchases.
According to recent sales data analyzed by Shopee Korea, orders in the "healthcare" category in Southeast Asia and Taiwan increased by approximately 39% year-on-year by 2025. This represents the emergence of healthcare as a new core category, surpassing the beauty and hobby sectors that were previously the mainstays of Korean product consumption.
Demand changes based on market characteristics are also evident. In Malaysia, orders for home blood glucose monitors have surged tenfold year-on-year due to rising demand for diabetes and obesity management, and nutritional supplements like protein shakes are also gaining popularity. In Singapore, orders for effervescent tablets, such as PM12 Balporoppe, which emphasize premium quality and safety, have grown sixfold, driven by the government's strengthened health management policies. The Philippines is also seeing an increase in demand across the healthcare category, focusing on blood sugar-related medical supplies and weight management aids.
Amanda Ung, CEO of Shopee Korea, explained, “Consumers who have experienced Korea’s healthy lifestyle through K-content are highly evaluating the safety and reliability of Korean products,” and “As the consumption structure expands beyond beauty to the wellness area, new opportunities are opening up for Korean sellers with functionality.”
Meanwhile, Shopee, the largest e-commerce platform in Southeast Asia and Taiwan, supports sellers' successful overseas expansion. It operates a dedicated team that covers logistics, marketing, and operations for its sellers. By providing a stable sales environment that adheres to the regulations and policies of each market, Shopee helps Korean companies establish themselves in the global market.
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