For global fans watching content creator Jittomeok, whose username is @daygamin on online platform TikTok, broadcast her Korean food "mukbangs," falling in love with K-culture no longer stops at the screen. Through live interactions with her 1.1 million followers — particularly across Southeast Asia — what begins as curiosity about a dish quickly transforms into everyday lifestyle choices, from buying Korean cosmetics in Thailand to booking flights to Seoul. Her story offers a vivid window into a broader cultural shift. Speaking as an invited guest at a press conference at the Hotel Eliena in Gangnam District, Seoul, Wednesday, Jittomeok described how short-form video is reshaping global cultural exchange. "I can genuinely feel the incredible popularity of K-beauty overseas," she said during the press conference held to unveil the K-Culture on TikTok: Driving Global Economic Impact report, reflecting on how her online interactions led to selling Korean beauty products in Thailand and securing advertising contracts abroad. "K-dramas and K-pop are already widely loved, but that interes