Research on the Current Development and Optimization of K-pop Industry’s Digital Marketing Strategy

Abstract

This study examines the profound influence of digital marketing methods on the international triumph of K-pop, a cultural phenomenon that has garnered immense attention from global audiences. By examining the techniques utilized by K-pop entertainment firms, including various platforms such as YouTube, TikTok, and Weverse, this study reveals the significant impact these strategies have on enhancing fan engagement, broadening international influence, and stimulating economic development. This paper presents a comprehensive case study of BLACKPINK, illustrating how implementing these tactics can effectively establish emotional bonds with audiences and yield significant financial gains. Examining the Korean and Chinese entertainment sectors reveals the significant influence of utilizing cross-cultural platforms to get global recognition. The significance of cultural inclusion becomes apparent when K-pop integrates a wide range of styles and collaborations with musicians from around the world, promoting a sense of oneness among different cultures. This study highlights the significance of K-pop as a means of cultural diplomacy, wherein artists such as BTS actively engage with pressing matters and foster international collaboration. The study acknowledges the constraints of relying solely on secondary data and proposes that future research explore primary data collection methodologies. In conclusion, this article highlights the significant impact of digital marketing and its potential for transformation. It specifically focuses on the case of K-pop, illustrating how it serves as a model for leveraging digital platforms to establish cross-cultural connections and achieve worldwide influence.