On the heels of the successful launch of Korean TV dramas in foreign markets, K-pop began to make inroads in China, Japan and Thailand in the early 2000s. In recent years K-pop has expanded into Europe, the Middle East and the Americas in a second “Korean Wave.” K-pop’s current reigning girl group, “Girls’ Generation,” made their nationwide US debut with an appearance on “The Late Show with David Letterman” and “Live! With Kelly” this year.
In addition to highly well-received international tours, K-pop has experienced explosive online popularity. Views for K-pop videos reached 2.3 billion on YouTube in 235 countries in 2011.
K-pop’s stature now transcends economic terms; it has become a strategic asset with halo effects on Korea’s brand and its products. The economic effects of the second Korean Wave are estimated at about 5 trillion as of 2010.1
The success of K-pop groups did not come overnight. Rather, the emergence of K-pop is the result of methodical planning and execution that offers lessons to any company setting its sights on the global market. This report analyzes K-pop’s success factors, and suggests ways that Korean companies can leverage K-pop’s techniques for their own benefit.
On the heels of the successful launch of Korean TV dramas in foreign markets, K-pop began to make inroads in China, Japan and Thailand in the early 2000s. In recent years K-pop has expanded into Europe, the Middle East and the Americas in a second “Korean Wave.” K-pop’s current reigning girl group, “Girls’ Generation,” made their nationwide US debut with an appearance on “The Late Show with David Letterman” and “Live! With Kelly” this year.In addition to highly well-received international tours, K-pop has experienced explosive online popularity. Views for K-pop videos reached 2.3 billion on YouTube in 235 countries in 2011.K-pop’s stature now transcends economic terms; it has become a strategic asset with halo effects on Korea’s brand and its products. The economic effects of the second Korean Wave are estimated at about 5 trillion as of 2010.1The success of K-pop groups did not come overnight. Rather, the emergence of K-pop is the result of methodical planning and execution that offers lessons to any company setting its sights on the global market. This report analyzes K-pop’s success factors, and suggests ways that Korean companies can leverage K-pop’s techniques for their own benefit.
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