Harrison, AndrewSilva, Maria Inês Sampaio da2024-06-072024-06-072023-01-252023-01-25http://hdl.handle.net/10362/168363South Korea has been propelling its culture to all regions across the globe and is increasingly popular across the beauty industry. Culturally, Koreans value a naturally perfect look, a beauty standard increasingly appreciated by Westerners. Hence, there is an opportunity for an international expansion of Korean cosmetic procedures, leveraging the South Korean national brand. Switzerland seems to be the most appropriate target in Europe for this venture due to its population’s high income and the growth of minimally invasive treatments. Concluding, Koreans should focus on exporting their minimally invasive procedures due to ease of establishment and technological competitive advantages.engInternationalisation strategyCosmetic surgeryK-beautySouth KoreaPlastic surgeryAesthetic proceduresBeautymaster thesis203317203