The Korean Wave is a neologism referring to the increase in the popularity of South Korean culture since the late 1990s. This global phenomenon due to the Korean media disseminates via television drama, movie and Korean pop music since early 2000. The Korean Wave are growing up with impact on Thai teenagers after the Korean government had applied the Korea Wave as a strategy for make their country profile and cultural products as well thought out around the world and it also has been promoted in Thailand.
The purpose of this paper is to review the Korean Wave different variables that influence on the consumer purchase intention. This study will also investigate the relationship of variables and the Korean cosmetic brands consumer behavior of the Thai teenage people whether would be affected by Korean Wave. The findings also consider about the success factor of Korean Wave toward promotional mix
The data collection was conducted by questionnaire which sent out and posting online to Thai teenagers in Thailand. The data is collected 300 copies of questionnaires were retrieved for analysis in terms of 350. The collected data were analyzed utilizing statistics software SPSS 21.0.
The Korean Wave toward the country of origin, brands has a direct positive effect on the purchase intention of Korean cosmetic brands for Thai Teenage consumers with the support of the five factors of promotional mixes including advertising, sales promotion, personal selling, direct marketing and public relation.
