Consumer Response to K-Makeup on TikTok: Activation, Barriers, and Moderation Factors in K-Wave Diffusion and Implications for Smart Tourism

This study examines how traditional K-Makeup is reinterpreted through a viral TikTok phenomenon using a qualitative case study approach. The study aims to explore the structural factors through which participatory short-form video content facilitates the diffusion of K-Makeup and to discuss implications for smart tourism. Data were collected from TikTok videos and user comments and analyzed using sentiment analysis and qualitative content analysis. The findings reveal that consumers actively modified the content, reflecting cultural reinterpretation. While the representation of Korean traditional culture and production quality was praised, concerns emerged regarding accessibility, cultural identity, and sociopolitical issues. Based on the analysis, the study identifies key activation, barrier, and moderating factors influencing consumer responses and proposes a case-based conceptual framework. The findings offer insights into the evolving dynamics of K-Wave content in digital spaces and suggest strategic implications for smart tourism by highlighting the fusion of tradition and social media participation.