The K-POP Phenomenon: Analyzing Success Secrets of S.M. Entertainment in Global Fandom

Abstract

Korean-pop (K-pop) lead a global phenomenon over the world, K-pop music, Korean TV dramas and Korean movies and other entertainment culture permeates every corner of our life. With the popularity of PSY's Gangnam Style on YouTube in 2012 and BTS attend American Music Awards as the first Korean idol group in 2017, bringing K-pop to more people and attracting more loyal fans. They see their idols as spiritual salvation, buying albums, attending concerts and vote for charts. Behind these loyal behaviors, the sophisticated marketing model of Korean entertainment companies is inseparable. This research will take S.M. Entertainment, one of South Korea's top four entertainment companies, as an example to explore the secrets of K-pop develop strong fandom in the worldwide. To be specific, this research will analyze the strategies of South Korean entertainment companies to build a strong fan empire from four perspectives: business model, social media marketing, cultural branding, and fandom community. By implementing a comprehensive marketing strategy, Korean idols have successfully driven the fan economy and made K-pop grow on the international stage.