South Korea has a population of around 49 million people living in an area of approximately 38,500 square miles, with Seoul as its capital city. The major industries are semiconductors, automobiles, ships, consumer electronics, steel, and chemicals. Korean culture is influenced by Confucian ideals and values loyalty, family, duty, honor, and respect for elders. The major news networks are KBS, MBC, and SBS, and 65% of advertising uses celebrity endorsements. Popular forms of media include K-pop music, television dramas, and reality shows. BareMinerals' marketing strategy in Korea involves using a famous Korean actress, Song Hye Kyo, to endorse their products,