The exploratory study aims to examine Hangzhou fashion in the context of globalization and localization through in-depth interviews. Sixteen young females from Hangzhou were interviewed. In the 1990s young females from Hangzhou had a weak concept of fashionable style and they just had a preference for the feminine style, which is derived from a regional culture. In the 2010s, young females’ concept regarding fashion have changed from fashionable (??) to stylish (有型), leading to a variety of fashionable styles. The popular Korean, European and minimalist styles mostly originate from foreign dramas and fashion advertisements from the Internet. This qualitative research verified that there was a diminishing sense of locality and cultural identity in young females’ fashion in Hangzhou. However, the impact of globalcultural eclecticism and mass media imagery appears larger for young females’ fashion in the city, especially through the Internet, especially in the spread of SNS, online shopping malls, and online video sites. Therefore, fashion brands should expand the brand culture influence through online media. Presently, the mobile apps in Hangzhou such as Wechat and Instagram may be the most helpful tool for brand culture spreading.

This study analyzed Korean and Chinese women's perception of herbal cosmetics, targeting women residing in Seoul of Korea and Beijing of China. The main results of this study are like below. First, the sense of beauty is the statistical rate showing that Chinese women start having it later than Korean women, which means that China is still influenced by Korea. Second, regarding the perception of herbal cosmetics, Korean women focus on the differentiation of ingredients while Chinese women focus on the safety for skin. Third, Chinese women show greater favorable feelings toward herbal cosmetics than Korean women while they are also willing to invest more money in the consumption of herbal cosmetics. Due to the influence of the recent K-wave, there have been active researches on herbal cosmetics using herbal ingredients as raw materials. However, there are not many comparative researches on differences in the concrete perception of herbal cosmetics, targeting Korean and Chinese women. Thus, this study is expected to contribute to active research activities in the future, and also to provide basic data such as education related to herbal cosmetics and marketing strategies in case when Korean herbal cosmetics enter the Chinese market.