This research empirically has analyzed the impact of Korean Wave(Hallyu) consumption on Korea's image and cosmetics purchase intention in three countries: China, the Philippines, and Malaysia. There are many researches showing the results that the Korean Wave is connected to the purchase of services or products,but the empirical analysis based on the Experience Economy Theory that connects customers to value is insufficient. This research will be meaningful as it conducts an empirical analysis in preparation for the Experience Economy targeting women who have experienced the Korean Wave(Hallyu) living in three countries. In terms of the Korean Wave(Hallyu) consumption patterns by country, the Philippines and Malaysia have showed a higher frequency than China. The consumption of Korean dramas/movies have been higher among those in their 40s and older, while the consumption of Korean music has been higher among those in their 20s. By education, the consumption of all three types of Korean Wave(Hallyu) have been found to be higher in the highly educated group (attending college/graduate) than other groups, confirming the contribution of the highly educated group to the Korean Wave(Hallyu) consumption. In a survey by income, it has been found that the group earning less than 3,000 to 4,000 dollars has consumed more Korean Wave(Hallyu) than other groups, including the group earning more than 4,000 dollars. It could be interpreted that the group earning more than 4,000 dollars has the economic power to enjoy a variety of cultural life. In general, there has been a correlation in which when the consumption of Korean Wave in one genre was high, the consumption of other genres was also high. The entertainment experience of the Experience Economy had a positive impact on Korea's image at a significant level, but the impact was not large compared to other variables. In order to increase the effectiveness of the entertainment experience, Strengthening the materials and contents that induce interest and fun is needed. The educational experience did not have impact at a significant level on the image of Korea, but in order to increase the effectiveness of the educational experience, the new knowledge about Korea and social norms or values must be delivered to those who experience the Korean Wave(Hallyu). The escapist experience has showed the greatest impact on the image of Korea among the variables of the experience economy at a significant level. In order to continue or expand the effects of the escapist experience, the deviant nature of Korean Wave(Hallyu) content must be strengthened. The aesthetic experience has a significant impact on the Korea’s image next to the escapist experience. In order to maintain the aesthetic experience or expand their effects, the emotional and aesthetic aspects of the Korean Wave must be emphasized. The results showed that the impact of relational experience on the Korea’s image was not large and not at a significant level. In order to increase the effect of relational experience, it is necessary to improve or strengthen the process of recognizing the ideal self through forming relationships with others or surroundings. The image of Korea had a relatively high influence at a significant level in the three countries, but its influence was greatest in the Philippines. These results show that even if the same Korean Wave contents are consumed, the influence of the experience is not the same across countries, so the development and composition of the Korean Wave(hallyu) contents for the purpose of improving the national image or promoting local cosmetics sales must be different or differentiated depending on the country.