Jihokorejská pleťová kosmetika na českém trhu: případová studie společnosti Mixsoon

This bachelor thesis deals with the topic of the entry and performance of South Korean skin care products on the Czech market through a case study of the South Korean brand Mixsoon. In the context of the growing influence of the so-called Korean Wave (Hallyu), which includes the export of South Korean culture, music, films and lifestyle, there is a growing interest in products related to this culture. One of the noticeably growing segments is the cosmetics industry, particularly in the area of skincare. The aim of this paper is to describe the main factors contributing to the popularity of South Korean cosmetics among Czech consumers, to identify the challenges associated with expansion into a new market and to evaluate Mixsoon's brand strategy for entering the Czech market. The thesis is divided into four main parts. The first part focuses on the general characteristics of South Korean cosmetics, their specifics, differences from Western products and the development of the global cosmetics market. The second part focuses on the Mixsoon brand itself - its history, philosophy, product portfolio, manufacturing processes and brand values such as emphasis on natural ingredients, sustainability and ethical production. The third part maps the factors leading to the growing popularity of South Korean cosmetics in the Czech market, including cultural influences, popularity on social media, the influence of influencers, and the growing preference of Czech consumers for natural, gentle and personalised skincare. The fourth part focuses on competitive analysis, logistical and regulatory challenges, marketing strategies and recommendations for successful entry into the Czech market. From the methodological point of view, the thesis was prepared by combining qualitative and quantitative approaches. The main research method used was a structured interview with a practitioner - a specialist from the KOTRA agency, who was directly involved in the launch of the Mixsoon brand on the Czech market. Furthermore, secondary data from expert studies, market analyses and company materials were used, and the results were processed using a descriptive method. The thesis also includes price and competitive comparison of Mixsoon, Ma:nyo and COSRX brands. The results of the investigation show that the Mixsoon brand was able to effectively enter the Czech market despite low initial awareness thanks to a combination of e-commerce, cooperation with drugstore chains and an emphasis on quality, sustainability and ethical values. Creating strategic partnerships, managing regulatory requirements and leveraging online marketing proved crucial. Nevertheless, the brand faces challenges in local communication and building credibility among Czech consumers. The thesis concludes that Mixsoon is an example of a brand that has the potential to succeed in the Czech market in the long term due to its ability to adapt to local specifics and current trends. The results of this thesis can serve as inspiration and guidance for other South Korean or foreign brands planning to enter the Czech or Central European cosmetics market.