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Introduction: The Power of Cultural Adaptation in K-Pop’s Global Expansion The global success of K-pop is largely attributed to its strategic “glocalization”—a blend of global reach and local adaptation. By tailoring marketing strategies to align with the cultural nuances of specific regions, K-pop companies have effectively engaged diverse audiences worldwide. This article examines the localized … Read more

Introduction to CJ ENM’s Global Strategy CJ ENM, a leading South Korean entertainment conglomerate, has been instrumental in promoting Korean culture worldwide through its diverse content portfolio, including K-dramas and K-pop. Recognizing the growing global appetite for Korean entertainment, CJ ENM has strategically partnered with international broadcasters and platforms to extend its reach, particularly in … Read more

Entry Mode and Its Relevance in K-Pop Globalization In international business, an entry mode refers to the strategy that a firm adopts to enter a foreign market. Common types include exporting, franchising, joint ventures, wholly owned subsidiaries, and strategic alliances. In the cultural and entertainment industries—especially K-pop—firms often employ hybrid forms such as global joint … Read more

Introduction As the Korean Wave (Hallyu) continues to expand globally, K-pop has implemented various strategies to enter overseas markets. Initially, these efforts focused on debuting Korean artists abroad, followed by the inclusion of foreign members in Korean idol groups. More recently, entertainment companies have turned to localized group formation within target countries. A prime example … Read more

Strategic Partnership between HYBE and Geffen Records In February 2021, South Korean entertainment powerhouse HYBE announced a strategic partnership with Geffen Records, a subsidiary of Universal Music Group (UMG), one of the largest music companies globally. As part of this partnership, the two entities launched a joint label, HYBE x Geffen, with the objective of … Read more

Case Study: License to Thrill – Marvel’s Global Licensing Success Marvel Enterprises has transformed from a comics company into a global character-based entertainment licensing powerhouse over its 70-year history. With a library of over 5,000 characters created by figures like Stan Lee, Marvel has successfully brought many popular characters to film (Iron Man, Spider-Man, X-Men, … Read more

Introduction The global proliferation of Hallyu, or the Korean Wave, has been significantly influenced by the strategic use of data analytics on platforms like YouTube and various social media channels. By meticulously analyzing viewer engagement, demographic information, and content preferences, Korean entertainment companies have successfully tailored their marketing strategies to resonate with international audiences.​ Leveraging … Read more

The global proliferation of K-pop has been significantly influenced by the strategic endeavors of South Korea’s leading entertainment companies: YG Entertainment, JYP Entertainment, and SM Entertainment. Each of these companies has employed distinct approaches to penetrate and establish a foothold in the Japanese and Chinese markets, reflecting their unique visions and operational philosophies.​ SM Entertainment’s … Read more

Introduction The global proliferation of K-Pop has necessitated that South Korean entertainment companies develop sophisticated strategies to understand and penetrate international markets. Central to these strategies is the comprehensive analysis of local fandoms and the utilization of data-driven market research to tailor content and promotional efforts effectively.​ Fandom Analysis in Diverse Markets Understanding the unique … Read more

Netflix’s strategic investment in Korean content has significantly influenced the global entertainment landscape, fostering a mutually beneficial relationship between the streaming giant and South Korea’s creative industry.​ Netflix’s Investment in Korean Content Since its entry into the South Korean market in 2016, Netflix has progressively increased its investment in local content. In April 2023, Netflix … Read more