In the advertising markets of China and South Korea

Generation Z has become a key consumer group

particularly sensitive to visual elements like color. Different colors in advertisements can significantly affect emotional responses and purchase intentions. However

due to cultural differences

Chinese and South Korean consumers may perceive and prefer colors differently

influencing the effectiveness of brand communication. This study explores how background colors impact the emotional responses and purchase intentions of Generation Z in China and South Korea

using the Stimulus-Organism-Response (SOR) model and examining the moderating effect of cultural backgrounds.Focusing on Generation Z in both countries

the study compares their psychological reactions to colors in selected advertisements

using a questionnaire survey. The findings reveal that South Korean consumers prefer minimalist colors

while Chinese consumers tend to favor red. To boost brand competitiveness in cross-cultural markets

it is recommended that advertisement designs carefully consider color choices and adapt visual elements to cultural contexts

enhancing brand appeal and market influence.