Paris as a Global Brand: How Emily in Paris Fuels Korean Companies' Marketing Strategies

By Piper Gardner

In the world of global marketing, Paris has evolved into much more than just a destination—it’s a brand in itself. The Netflix series Emily in Paris has captured the imagination of a new generation, bringing the charm, elegance, and allure of Paris back into the spotlight. This phenomenon has created a fresh wave of global interest in the city, transforming its image into a powerful marketing tool.

Beyond the city’s physical beauty, Paris is now a symbol of luxury, style, and aspiration. This association has not gone unnoticed by companies around the world, especially in Korea, where brands are increasingly using the cultural and symbolic weight of Paris to elevate their marketing efforts.

The Emily in Paris Effect

At its core, Emily in Paris is a story of a young American navigating her new life in the City of Light. With its picturesque portrayal of Parisian streets, stylish outfits, and romantic backdrops, the series taps into the global fascination with the French lifestyle. It highlights the city as a modern-day wonderland—where elegance, creativity, and personal fulfillment are at the heart of daily life.

This portrayal has struck a chord with international viewers, transforming Paris into more than just a place to visit. For many, it’s now a destination of the imagination—an aspirational lifestyle that can be pursued through the products they purchase and the brands they choose.

Paris as a Brand

Paris has long been synonymous with high-end fashion, gourmet cuisine, and cultural sophistication. However, in recent years, it has taken on a new role as a brand in its own right. Just mentioning Paris in a marketing context evokes images of timeless elegance, high quality, and refined taste.

The city’s associations with chic style and effortless luxury are invaluable to brands seeking to elevate their image. As such, the name "Paris" has become a shortcut for companies looking to connect their products with a sense of prestige and cosmopolitan allure. Whether it’s in fashion, beauty, or lifestyle marketing, Paris represents a certain je ne sais quoi that transcends borders and appeals to consumers across the world.

Korean Companies Tapping into the Paris Phenomenon

In recent years, Korean companies have increasingly aligned themselves with the "Paris brand" to amplify their global appeal. The combination of Paris’s global status and the rising influence of Korean culture creates a unique opportunity for collaboration and cross-cultural branding.

Korean beauty brands have been at the forefront of this trend. By adopting Parisian aesthetics in their branding, packaging, and product launches, K-beauty brands such as Innisfree, Amorepacific, and Laneige have positioned themselves as global players. For example, skincare lines that emphasize natural beauty and simplicity align perfectly with the French ideal of effortless elegance. The image of Paris as the home of timeless beauty allows these brands to market their products as chic and sophisticated, appealing to international consumers who are drawn to the prestige of French beauty standards.

Korean fashion has also embraced the allure of Paris. Korean designers are increasingly showcasing their collections at Paris Fashion Week, while Korean fashion brands use the city's stylish reputation to market their products. By referencing Parisian style—famous for its understated elegance and effortless charm—Korean fashion brands are able to elevate their own image, associating themselves with one of the most iconic fashion capitals of the world. Paris is often used in Korean advertising to create a sense of luxury and aspiration. Korean brands across various industries, from cosmetics to cars, have filmed commercials and ad campaigns in Paris, relying on the city's cultural significance to attract attention. The mere presence of the Eiffel Tower or the classic Parisian street scene in an advertisement can evoke feelings of romance, sophistication, and exclusivity—qualities that resonate with a global audience.

Why Paris Works as a Brand

Paris as a brand works because it taps into universal desires. The city represents an ideal that consumers around the world find attractive—whether it's the effortless style of its fashion, the refined simplicity of its beauty ideals, or the cultural richness of its history. Korean companies have recognized that by aligning themselves with these values, they can broaden their appeal to both domestic and international markets.

Furthermore, the blending of Korean and Parisian aesthetics creates a compelling fusion of cultures. Korean companies bring their own innovative designs, cutting-edge technology, and unique perspectives, while Paris offers a sense of timeless sophistication. Together, they create a powerful synergy that resonates with modern consumers who seek both tradition and innovation in their products.

Conclusion

Paris is no longer just a city—it’s a brand that carries weight and meaning far beyond its physical borders. The Emily in Paris phenomenon has reinforced Paris’s position as the epitome of style, culture, and aspiration, and Korean companies are increasingly using this association to their advantage. Whether in fashion, beauty, or lifestyle marketing, the allure of Paris continues to captivate, and Korean brands are smartly tapping into this powerful symbol to enhance their own global appeal.

As we continue to see the blending of these cultural influences, it’s clear that Paris will remain a strong force in global marketing, transcending industries and connecting with consumers who long for a taste of the Parisian dream.

Source(s):

1. Goldblum, J. (2014). "How Paris Became the Luxury Capital of the World." Vogue Business.

2. Grove, L. (2020). "Why Emily in Paris Is the New Sex and the City." The Daily Beast.

3. Kim, J. (2021). "Why Korean Beauty Brands Are Turning to French Influence." Korea JoongAng Daily.

4. Lee, Y. (2019). "Korean Designers Make Waves at Paris Fashion Week." The Korea Herald.