외국인 소비자 연구실
Foreign Consumer Research Lab
Ewha Womans University
Understanding Global Markets Through Foreign Consumers Living in Korea
한국에 거주하는 외국인 소비자를 연구함으로써 그들의 출신 국가의 시장을 이해합니다. 다양한 국가 출신들로 구성된 연구팀이 자국과 타국의 소비자를 연구합니다. 자국 시장에 대해서는 정확한 문화적 이해를 제공하고, 타국 시장에 대해서는 새로운 시각에서 질문을 던짐으로써 각국 소비자에 대한 흥미로운 인사이트를 도출합니다.
By studying foreign consumers living in Korea, we gain insights into the markets of their home countries. Our research team, composed of researchers from diverse national backgrounds, studies both their own and other countries’ consumers. Researchers bring deep cultural knowledge to the study of their own countries while offering new perspectives on other countries, generating valuable insights into consumers across countries.
About the Lab
Bridging Foreign Consumer Insight and Global Market Understanding
The Foreign Consumer Research Lab was established to systematically study foreign consumers residing in or visiting Korea and to generate insights into consumer behavior across cultures.
Our work is built on a simple but powerful idea: by engaging with diverse international consumers already present in Korea, we can better understand how cultural background shapes perception, evaluation, and decision-making — both in Korea and in consumers’ home countries.
The lab aims to serve as a bridge between academic research, international students, and industry needs. Through structured research projects and collaboration, we demonstrate the practical value that culturally diverse perspectives bring to global market analysis.
Foreign Consumers in Korea
We examine how international consumers interpret products, brands, and marketing messages within the Korean market.
Cross-Cultural Consumer Research
We leverage insights from foreign consumers in Korea to better understand consumer behavior in their home countries and across global markets.
What we do
Consumer Research
Understanding global consumer behaviour through diverse international perspectives.
Market Insights
Transforming real consumer behaviour into actionable insights that inform strategy across diverse global markets.
Cross-Cultural Analysis
Exploring how culture shapes perception, decision-making, and brand interaction.
Research Focus
The lab conducts research at the intersection of culture, consumer behavior, and global market strategy.
Foreign Consumers in Korea
Studying perception, adaptation, and market response among international residents and visitors.
Global Market Entry Insights
Developing hypotheses and preliminary strategies for firms entering new international markets.
Comparative Consumer Behavior
Analyzing differences and similarities in evaluation, branding interpretation, and decision processes across cultures.
Cross-Cultural Branding & Product Naming
Examining how linguistic and cultural cues influence consumer reactions (e.g., product naming across countries).
Industry Collaboration Projects
Partnering with companies seeking structured research on foreign markets and consumer segments.
Student Research Engagement
Providing hands-on research experience for international students to demonstrate their market knowledge and analytical capability.
Industry Collaboration Projects
Partnering with companies seeking structured research on foreign markets and consumer segments.
Student Research Engagement
Providing hands-on research experience for international students to demonstrate their market knowledge and analytical capability.
