On the Link Between the Success of K-pop Groups in the European and American Markets and the Consumer Preferences of the Fan Base

Abstract

This study analyzes the K-pop craze that is spreading globally, as well as analyzes the success of K-pop that has broadened to Europe and the United States, not only in Asia. In order to do so, this paper analyzes the effective strategies needed to further develop K-pop in Europe and the United States after observing the success of the existing K-pop in Asia and China, based on actual cases, and analyze the important reasons for the success of K-pop, which are the entertainment company (systematic production by planning companies and systematic communication methods), the active use of social media, the consumers (the love and preference of the huge fan base), and the performers (perfection of singing, choreography and image). On the other hand, nowadays, as K-pop continues to broaden its market in Europe and the United States, it is possible to find the tipping point of a tendency towards homogenized music and insufficient characteristics of K-pop's strong commerciality and insufficient systematic business model, in order to overcome this phenomenon and thus to gain insights from existing success stories.