Year: 2025
Type: article
Study design: Observational Study
Abstract: This study aimed to identify key factors influencing Mongolian adolescents’ interest in Korean beauty education amid the global expansion of K-Beauty culture. A survey was conducted among 305 students from Orkhon Province, Mongolia, from March to April 2025, analyzed using SPSS/WIN 23.0. The study employed descriptive statistics, correlation analysis, and logistic regression analysis. Key variables included appearance interest, Korean cosmetics usage experience, and interest in Korean beauty education. Results showed that 73.1% of respondents expressed interest in Korean beauty education, with skincare being the most preferred type (35.4%). Among respondents, 73.4% had experience using Korean cosmetics, primarily skin toner/lotion (44.9%), and perceived quality as the main advantage (83.0%). Cross-tabulation analysis revealed a significant relationship between appearance interest and Korean beauty education interest (χ²=13.799, p=.008). Logistic regression analysis identified appearance interest (Exp(B)=4.896, p=.006) and Korean cosmetics usage experience (Exp(B)=5.747, p=.011) as significant predictors. Main concerns included tuition/living expenses (37.0%) and Korean language ability (33.8%). This study demonstrates that Mongolian adolescents show high interest in Korean beauty education, significantly influenced by appearance consciousness and cosmetics experience. The findings provide valuable insights for developing K-Beauty educational strategies and enhancing Korea-Mongolia cultural exchange.
Author: Se-Hee Lee
Institution: Daegu Haany University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4415681082