February 25, 2024


Technology and Age

10 Things Marketers Can Learn from K-Pop Marketing Strategies

The K-Pop industry has seen exponential growth through the years. Once viewed as an industry exclusively popular in Asian countries, it’s now taking significant leaps forward in global recognition.

The past decade saw K-pop groups and artists begin to top trending lists, which can be attributed to the influence of the internet culture. However, its prominence started decades before the social media age, where a surgence of talent was discovered in South Korea in a phenomenon called Hallyu, the Korean wave.

From the mid-90s through the mid-2000s, Korea’s cultural economy and pop culture through K-Pop and Korean dramas gain notoriety in countries like China and Japan. Not long after, the Korean wave extended its fanbase to the global stage, with Korean media reaching other parts of Asia, the Middle East, Latin America, and eventually the U.S.

In the global music industry landscape, K-Pop is here to stay. As marketers, this niche’s practical and powerful strategies are worth exploring, given the hype they sustain across all demographics. So, if you’re looking for informative insights into the K-Pop industry, read on and let this article discuss the genre’s mainstream rise and K-Pop marketing strategies.

An Overview of the Rise of K-Pop

K-Pop started gaining significant traction with the introduction of 2nd generation groups, such as Girls’ Generation, Super Junior, BIGBANG, Wonder Girls, and many others. While the genre’s global reach was still in its infancy at this point, these K-Pop idols laid a solid foundation for what was to come.

In 2012, K-Pop’s move into the international limelight was expedited with the release of the hit track “Gangnam Style” by Korean artist and producer PSY. The song was a worldwide viral success, with its music video reaching 4.4 billion views on YouTube. As a result, more people started to pay attention to the genre due to its unique aesthetic presentation and even more engaging tune.

With the success of Gangnam Style, the entertainment industry started to realize the viability and potential global impact of K-Pop. The genre’s reach was further solidified when 3rd generation groups like TWICE, BLACKPINK, and international superstars BTS entered the K-Pop industry.

Korean entertainment and record labels JYP, YG, SM, and HYBE, recognized the increased demand for K-Pop acts in the Western music scene and started to send their artists to perform overseas.