A senior TikTok executive highlighted the remarkable global influence of Korean culture during the Asia-Pacific Economic Cooperation (APEC) CEO Summit, emphasizing how K-pop, Korean food, and beauty products have become major drivers of international economic and cultural exchange. Eric Ebenstein, TikTok's senior director for public policy, spoke at the prestigious gathering in Gyeongju, South Korea, about the popular short-form video platform's crucial role in amplifying Korean cultural content worldwide.
Ebenstein told attendees that Korean culture has found extraordinary success on TikTok far beyond the well-known realm of K-pop music. "K-pop needs no introduction, but beyond music, Korean culture is thriving on TikTok -- food, drama and beauty are driving massive commerce," he explained during his presentation at this year's APEC gathering. The executive provided concrete examples of this cultural phenomenon's economic impact, demonstrating how digital platforms can transform local content into global business opportunities.
One striking example Ebenstein shared involved gimbap, traditional Korean seaweed rice rolls, which recently experienced viral popularity on TikTok. This social media attention was so significant that it "caused a nationwide sellout at a major grocery store chain in the United States," illustrating the direct economic consequences of cultural content going viral. Additionally, he noted that a Korean brand currently holds the number one position on TikTok Shop for the U.S. market, further demonstrating the commercial success of Korean products through the platform.
"These examples show how local creativity can achieve a global scale," Ebenstein stated, positioning Korean culture as a compelling case study in how TikTok enables creators and small businesses to transform "creativity into real-world economic impact." His remarks underscored the platform's role as a bridge between local cultural content and international markets, showing how digital innovation can create tangible business results for content creators and brands alike.
Beyond economic impact, Ebenstein also emphasized TikTok's commitment to building a safer and more inclusive digital ecosystem through strategic partnerships in South Korea. The company has collaborated with important local organizations including the Blue Tree Foundation and Tacteen Naeil, both of which focus on youth protection and digital literacy initiatives. These partnerships have been instrumental in developing and implementing the platform's safety features, ensuring that the digital environment remains secure for users while fostering cultural exchange.
Looking at the broader regional picture, Ebenstein characterized the Asia-Pacific region as "a powerhouse of digital growth" that is fueled by innovation, cultural diversity, and entrepreneurship. He expressed his belief that nowhere else in the world do "creativity and technology intersect at such scale and speed," highlighting the region's unique potential to drive both global digital commerce and cultural exchange. This perspective positions the Asia-Pacific, and particularly South Korea, as a crucial hub for the future of digital cultural and economic development.
