K-content, encompassing films, dramas, music, and games infused with Korean sentiment, is achieving successive successes on the global stage, proving the adage that "the most Korean is the most global." Riding the wave of the "K-beauty" and "K-sensibility" boom, which expanded through "K-pop" and "K-drama," domestic companies are accelerating their overseas market strategies by emphasizing design, technology, and user experience (UX). This trend is particularly evident in lifestyle categories such as beauty devices, small home appliances, and pet care.

Expanding the Market for Skin Beauty Medical Devices with 'Clinical + UX'

The global skin beauty medical device market is on a high-growth trajectory. The market, valued at USD 9.6 billion in 2020, is projected to expand to USD 38.9 billion by 2030, nearly quadrupling in a decade.

A leading player in this field is Classys. The company recorded sales of KRW 242.9 billion in 2024, with overseas sales accounting for 67%. It has expanded its global installation base with its main HIFU platform (Ultraformer MPT/domestically known as 'Shurink Universe') and monopolar RF platform (Volnewmer).

Its overseas endeavors are also aggressive. Volnewmer secured early FDA clearance in the U.S. in 2024 and was launched through local partnerships. In 2025, it strengthened its European sales base with EU CE MDR approval. It is also building its presence and accumulating references at exhibitions in the Middle East and Southeast Asia.

The spread of K-beauty has stimulated demand for 'medical energy devices,' and domestic companies are increasing their global market share by combining clinical evidence with treatment efficiency and user convenience (such as lightweight handpieces and cartridge lineups).

Design Small Appliances: From 'Retail Trust' to 'Global Scale'

According to Fortune Business Insights, the global small home appliance (SDA) market is estimated to be USD 202.7 billion in 2024 and is expected to grow to USD 301.2 billion by 2032. As products combining functionality and design penetrate various aspects of daily life, the demand base is expected to widen.

A leading company in this category is Lumena. Lumena first secured design trust. Its collection, including wireless fans, humidifiers, and mood lamps, is sold at the MoMA Design Store in New York, and the brand continues to be exposed at Singapore's Takashimaya Department Store and the Red Dot Design Museum Store, proving its 'instantly understandable' aesthetics and consistent craftsmanship.

Lumena is now refining its strategy to gradually expand its sales base to North America, Europe, and Oceania through collaboration with Costco, a large warehouse membership retailer. The starting point of this collaboration is domestic success. In 2025, Costco's performance tripled compared to the previous year, formalizing the collaboration with Costco.

Pet Market: The Combination of 'Pet Humanization' and K-Tech

The pet market is experiencing solid growth, driven by the 'humanization' trend. The global market is expected to expand from USD 273.4 billion in 2025 to USD 427.7 billion by 2032. Despite economic fluctuations, it shows relatively strong demand, with the value chain rapidly expanding into care, food, diagnostics, and technology.

A noteworthy company in this field is Petnow. It offers an app-based biometric ID that recognizes the nose patterns of dogs and facial features of cats using a smartphone camera, simplifying the registration, identification, and return process for lost animals.

Its overseas activities are also prominent. It showcased its service at MWC Barcelona in 2024, officially announced its entry into Northern Europe after winning the Korea-Germany Innovation Award the same year, and launched services in Australia and New Zealand. It also revealed functions and use cases through global pet communities and media. In 2025, it was selected for Nestlé Purina's 'Unleashed' accelerator cohort, securing opportunities for joint demonstrations with European networks.

Petnow's technology complements the limitations of 'chip + tag' based identification, with significant potential for expansion into related services such as animal registration, insurance, and missing alerts (geofencing). It is accumulating partnerships and references in various regions by leveraging its low-barrier, non-invasive biometric technology implemented solely through an app, expanding the global demand base by solving real-world issues of identification and return with K-Tech.

Thus, the 'K-sensibility' created by K-content is becoming a catalyst that accelerates the adoption and trust of products and services beyond mere cultural consumption. Skin beauty medical devices are targeting global standards with clinical and UX, design small appliances are exporting retail trust to expand channels and countries, and pet care is expanding its domain by solving real-world issues with K-Tech. The common denominator is 'simple functional beauty' and 'design tailored to usage context.' Companies that consistently push this formula are predicted to seize the growth momentum post-K-culture.

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