First it was cars and electronics, then pop music and films, and now the beauty industry: skincare and cosmetics "made in Korea" are in demand all over the world. More and more Westerners are raving about South Korean beauty products. This success is no coincidence, nor is it a purely aesthetic phenomenon. The East Asian country has made its cultural exports an important source of soft power. What's known as "K-beauty" relies on a combination of cultural dynamics, economic strategy and