Consumer Survey: The Shape of Bangladeshi Demand for Korean Products
The consumer survey conducted on-site during K-Goods Festa 2025 (N=800) offers a quantitative view of Bangladeshi consumers' awareness of Korean products, purchase experience, price perceptions, and preferred sales channels. For Korean consumer goods companies considering entry into Bangladesh, the findings provide directly usable market insight.
800
Respondents
On-site survey
18-45
Age Range
Core consumers
62%
Female Share
High beauty interest
72%
K-Product Awareness
Aware of at least one
45%
Purchase Experience
Purchased at least once
85%
Repurchase Intent
Very high
Awareness of Korean Products
Awareness of Korean Products by Category (N=800)
| Category | Awareness | Purchase Experience | Repurchase Intent | Main Awareness Path |
|---|---|---|---|---|
| Cosmetics and Skincare | 78% | 52% | 88% | K-dramas, Instagram |
| Ramen and Snacks | 85% | 68% | 92% | Supermarkets, word of mouth |
| Electronics (Korea Corp, 코리아디스플레이) | 92% | 40% | 90% | TV ads, retail stores |
| Fashion and Apparel | 45% | 15% | 70% | K-dramas, social media |
| Health Foods | 35% | 12% | 75% | Online search |
| Household Goods | 30% | 10% | 72% | K-Goods Festa venue |
Purchase Behavior
01
Price Sensitivity: Slightly expensive, but worth it
About 58% of respondents described Korean products as slightly more expensive than local alternatives. At the same time, 62% said prices were reasonable relative to quality, showing broad acceptance of a premium. Typical monthly spending budgets were 300-800 taka ($3-8) for cosmetics and 200-500 taka ($2-5) for food products. For consumers who find premium pricing burdensome, mini sizes and trial kits are likely to work well.
02
Purchase Channels: Offline retail still leads
Preferred channels for purchasing Korean products were offline retail stores (55%), e-commerce (25%), social commerce (15%), and others (5%). Cosmetics are mainly bought from beauty shops in Dhaka shopping malls, while food products are mostly purchased through supermarkets such as Shwapno and Agora. However, among the 18-25 age group, online purchases via Daraz and Facebook Shop have risen to 40%, indicating that digital channels are becoming strategically more important.
03
Purchase Drivers: Quality first, then brand, then price
The top purchase decision factor for Korean products was quality (35%), followed by brand trust (28%), price (20%), design and packaging (10%), and halal certification (7%). Because consumers already associate Korean products with strong quality, sustaining that quality edge is central to maintaining market presence.
04
The Korean Wave effect: K-dramas are the strongest trigger
The main source of first awareness of Korean products was K-dramas (42%), followed by K-pop and YouTube (22%), social media such as Instagram and Facebook (18%), recommendations from friends (12%), and in-store displays (6%). Korean cultural content accounts for 64% of product awareness, suggesting that drama-based indirect advertising and cultural spillover remain powerful even in Bangladesh.
Respondent Demographics
Age-Based Traits
18-25Online buying and strong K-beauty focus
26-35Value-conscious; food and household goods
36-45Brand loyalty and health foods
45+Electronics and premium foods
Income-Based Traits
Top 10%Premium purchases ($15+)
Middle classMid-low price range ($3-8)
Emerging consumersMini sizes and sampling-led purchases
StudentsMask packs and ramen
Awareness
K-dramas, social media, word of mouth
→↓
Interest
Online search and review checks
→↓
Trial
Store testers, tasting, event experience
→↓
Purchase
Offline retail or e-commerce
→↓
Satisfaction
Quality confirmed, shared on social media
→↓
Repurchase
Conversion to recurring purchase (85%)
COSMETICA Results Report: K-Beauty Market DataSee a deeper analysis of the cosmetics category
K-Goods Festa Event Plan v1-v5Review the planning process and lessons learned
Bangladeshi consumers' awareness of and affinity for Korean products appear stronger than many firms expect. An 85% repurchase intent points to deep trust in product quality, while the organic marketing effect of K-dramas continues to raise brand recognition without relying solely on paid advertising. Companies should use these findings to build Bangladesh-specific go-to-market strategies grounded in real consumer behavior.
K-Goods FestaConsumer SurveyConsumer AnalysisPurchase PreferencesBangladesh Consumers
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