#Sara Wang
2017.09.20
Chapter 4. Korean and Japanese culture found in Taiwan
Introducing the columns written by member of Amorepacific Group
ColumnistSara Wang
AP Taiwan Strategy Team
"There seem to be more people on the street without makeup than people with makeup on. Do Taiwanese women not prefer putting on makeup?"
This is one of the most frequently asked questions from those visiting Taiwan on a business trip. There are a lot of students and workers who don't seem to be wearing any makeup on their faces. But, there is a (surprisingly) high chance that they surely are wearing makeup, but looking like no makeup because of the hot weather! It's because women don't prefer heavy makeup in the summer when the climate is incredibly humid. They don't like the hot suffocating feeling on the skin so they tend to use only sunblock and makeup base with simple eye makeup (particularly eyeliner only).
"Then, which makeup style do Taiwanese women prefer?"
In terms of the answer for the second most frequently asked question, I'll introduce you to Taiwanese beauty trends. First, shall we start by finding out it's inspirations?
This is one of the most frequently asked questions from those visiting Taiwan on a business trip. There are a lot of students and workers who don't seem to be wearing any makeup on their faces. But, there is a (surprisingly) high chance that they surely are wearing makeup, but looking like no makeup because of the hot weather! It's because women don't prefer heavy makeup in the summer when the climate is incredibly humid. They don't like the hot suffocating feeling on the skin so they tend to use only sunblock and makeup base with simple eye makeup (particularly eyeliner only).
"Then, which makeup style do Taiwanese women prefer?"
In terms of the answer for the second most frequently asked question, I'll introduce you to Taiwanese beauty trends. First, shall we start by finding out it's inspirations?
1. The unforgettable Japanese colonial period
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Taiwanese beauty magazines
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Japanese beauty magazines
The images on the left are local beauty magazines commonly found in Taiwan. The ones on the right are Japanese magazines, but don't their cover pages look similar?
Taiwan has been a colony of Netherlands and Ming and Qing dynasties of China, as well as Japan. After the First Sino-Japanese War (1894-1895), China and Japan signed the Treaty of Shimonoseki in 1895, and China was forced to cede Taiwan to Japan. There has been strong resistance, but people here say that the colonial period was the time when Taiwan was able to achieve economic development. In fact, the level of education improved, currency, weights and measures were organized and public facilities such as public transportation were created over a 50-year period. Many people think that the days under Japanese rule were relatively better than those under other countries (the Netherlands, Ming/Qing dynasties of China). That's why Taiwan has a special emotion towards Japan.
Due to the tremendous cultural influence we had from Japan during the colonial period, there still remain many Japanese things in Taiwan. Brands that are most popular in Taiwan include Panasonic, Sony and Shiseido, rather than Taiwanese makers. There's a general perception that a Japanese product is a high-quality product.
Taiwan has been a colony of Netherlands and Ming and Qing dynasties of China, as well as Japan. After the First Sino-Japanese War (1894-1895), China and Japan signed the Treaty of Shimonoseki in 1895, and China was forced to cede Taiwan to Japan. There has been strong resistance, but people here say that the colonial period was the time when Taiwan was able to achieve economic development. In fact, the level of education improved, currency, weights and measures were organized and public facilities such as public transportation were created over a 50-year period. Many people think that the days under Japanese rule were relatively better than those under other countries (the Netherlands, Ming/Qing dynasties of China). That's why Taiwan has a special emotion towards Japan.
Due to the tremendous cultural influence we had from Japan during the colonial period, there still remain many Japanese things in Taiwan. Brands that are most popular in Taiwan include Panasonic, Sony and Shiseido, rather than Taiwanese makers. There's a general perception that a Japanese product is a high-quality product.
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Japanese restaurant and Japanese drugstore found on the streets
2. Lost in Korean Wave!
Since the early 2000's, Korean culture has started to grow stronger in Taiwan, a place where Japanese culture was long been the mainstream. Korean culture began to be spread through TV dramas such as Autumn in My Heart and Jewel in the Palace, and you can now easily see Korean celebrities on the billboards of Ximending, the central shopping district of Taipei. By the way, the most popular Korean star right now in Taiwan is 'the hottest Dokkaebi in the world' Gong Yoo, the spokesmodel for the Taiwanese PC manufacturer ASUS.
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Korean cosmetics and fashion brands found at Ximending / ASUS spokesmodel Gong Yoo
The craze for Korean culture exploded in 2009. Thanks to the TV dramas Boys Over Flowers and Brilliant Legacy. K-pop, K-fashion and K-beauty have since started to be major trends in Taiwan. According to research by the market research institute Kantar Worldpanel, the Taiwanese makeup market has seen tremendous interest in the Korean Wave since 2013. One of the main reasons for this upsurge in interest in Korean culture is the dynamic portrayal of heroines from Korean TV dramas. Their soft and moist skin, natural-looking eyes, gradient lip makeup with clear colors have been a big hit among young Taiwanese people.
The image below shows a product display at a drugstore. It's a lipstick from a Korean brand and the phrase on the side reads 'The Producers Lipstick'. It's the lipstick that the heroine wears in the Korean TV drama The Producers which is now being aired, and the product is getting a good response from customers. There is a high tendency of using Korean TV dramas and celebrities to increase brand awareness of cosmetics in Taiwan.
The image below shows a product display at a drugstore. It's a lipstick from a Korean brand and the phrase on the side reads 'The Producers Lipstick'. It's the lipstick that the heroine wears in the Korean TV drama The Producers which is now being aired, and the product is getting a good response from customers. There is a high tendency of using Korean TV dramas and celebrities to increase brand awareness of cosmetics in Taiwan.
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Korean cosmetics displayed at a drugstore in Taiwan
So far we have introduced the sources of cultural influence Taiwan has received in its makeup trends. I hope it was helpful to you, and next time we'll discuss makeup trends in Taiwan in terms of the current Taiwanese beauty market. Please look forward to it!
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