Many companies are complaining about slumping revenues in light of the withering economy.
But some companies that usually make their money through women's obsessions with image are experiencing a heyday by turning their eyes to a different customer: men.
Thanks to the growing number of image-conscious men in Korea the men's fashion and cosmetics markets are raking in profits.
These markets are often referred to using the French word for man "homme".
One good example is this Korean apparel company that specializes in men's clothing.
[Interview : Kim Jae-young, Manager Solid Homme] "The pretty-looking young actors on TV shows and dramas are triggering Korean men to groom themselves. In the past, people thought men should only wear uptight and conservative suits, but nowadays an increasing number of men are starting to express themselves through their style and looks".
The company says its revenues went up by 11 percent in 2008 and its number of male customers rose by 10 to 15 percent.
Hot items are not the conventional black suits and ties but semi-casual clothing that guarantee a stylish and trendy look.
[Interview : Park Heung-sil, Customer] "I like wearing casual clothes more than traditional suits because they are more comfortable to wear to work and also because I personally like them and I think they suit me better".
Men are not stopping there in their quest to spruce themselves up.
This Korean cosmetics company is cashing in on men's desires to look better and younger.
Last year alone the company reaped some 50 billion won or roughly 32 million US dollars in revenue topping the list in the domestic male cosmetics market.
[Interview : Shim Jun-ho, Customer] "I'm interested in cosmetics because as you can see I am getting old, and it always feels good when people tell you that you have a good skin complexion".
British market research firm Euromonitor International recently announced that Korea's male skincare market was the world's largest as of 2007.
[Reporter : JANG SOUIE
[email protected]] "In times of uncertainties tackling the niche market sure seems to be a way to stay afloat.
Jang Souie, Arirang News".
