Introduction: BTS as a Global Business Model
BTS, the South Korean boy band formed by Big Hit Entertainment (now HYBE Corporation), has achieved unprecedented global success, serving as a benchmark for effective international business strategies in the digital era. Their rise is a case study in leveraging digital platforms, building authentic fan relationships, and executing globally minded marketing initiatives.
Fan Engagement and Social Media Strategy
From their earliest days, BTS differentiated themselves by engaging directly with fans on social media. Members personally managed their Twitter account and uploaded everyday moments, creating a feeling of intimacy and transparency. This authentic communication helped cultivate a powerful global fandom—ARMY—that connected across cultural boundaries. By lowering the psychological distance between artist and audience, BTS turned casual listeners into deeply committed supporters.
Internationalization Through Accessibility and Localization
Big Hit Entertainment’s international strategy focused on content accessibility and cultural localization. By providing subtitles in multiple languages and creating culturally sensitive marketing, BTS reached non-Korean speaking audiences without losing authenticity. This “glocalization” approach strengthened emotional ties with fans worldwide and helped the group gain acceptance in diverse markets.
Content Diversification Beyond Music
Beyond music releases, BTS shared behind-the-scenes clips, personal vlogs, and interactive livestreams. This diverse content strategy humanized the group while offering global fans an immersive experience with their creative process and personalities. Such sustained engagement ensured long-term fan loyalty and attracted new audiences.
Digital Mastery and Strategic Partnerships
BTS maximized digital channels like YouTube, V Live, and Twitter to communicate directly with global audiences, bypassing traditional media gatekeepers. Their strategic collaborations—with brands like McDonald’s and Louis Vuitton—further extended their global visibility while aligning with their image. These efforts reinforced BTS as a versatile and relatable brand across markets.
Platform Innovation and Community Building
Big Hit also invested in building its own digital infrastructure, notably through Weverse, a global fan platform. Weverse allowed for centralized communication, merchandise sales, and exclusive content distribution, creating a seamless fan experience. This direct-to-consumer strategy enhanced loyalty and strengthened BTS’s global cultural capital.
📚 References
Fan, M. (2020, August 6). How K-pop agency Big Hit is pioneering the future of entertainment. Medium. https://medium.com/@michellefan/how-k-pop-agency-big-hit-is-pioneering-the-future-of-entertainment-729415dcabaf
Flint Avenue. (2020, February 25). BTS: The K-Pop juggernaut and how they achieved global fame. Flint Avenue Marketing. https://flintavenue.com/2020/02/25/bts/
Harvard Business School. (n.d.). Building an ARMY of fans: Marketing lessons from K-pop sensation BTS. HBS Working Knowledge. https://www.library.hbs.edu/working-knowledge/building-an-army-of-fans-marketing-lessons-from-kpop-sensation-bts
IQ 360. (n.d.). How BTS became a global marketing powerhouse. https://iq360inc.com/blog/iq-news-insights/bts-marketing/
Riseling, J. (2021, July 6). Why K-pop global icons BTS are my marketing heroes. LinkedIn. https://www.linkedin.com/pulse/why-k-pop-global-icons-bts-my-marketing-heroes-jacq-riseling
Tolentino, J. (2024, October 14). The K-pop king. The New Yorker. https://www.newyorker.com/magazine/2024/10/14/the-k-pop-king
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