Innovative marketing examples from Hallyu, good practices in innovative – digital and online – marketing activities of the South Korean music industry and TV series

Éva Gajzágó and Viktória Ramóna Dávida

Chapter 7 in Digital Globalization of Creative Industries, 2025, pp 116-134 from Edward Elgar Publishing

Abstract: The paper aims to present and provide practical examples of modern digital and online marketing tools used by companies in the Korean popular music industry (K-pop) and TV series (K-dramas), in the sectors of the Korean cultural and creative industries (CCI). The described case studies and good practices use the results of three different research methods implemented by the authors, such as a continuous literature analysis, qualitative primary research, and a series of in-depth structural interviews. South Korean creative and cultural industries are highly innovative. The success of the global diffusion of Korean culture (Hallyu) is mainly due to Korean companies prioritizing new technologies, such as digital and online marketing methods and assets. These assets include not only traditional technologies but other new communication tools, such as communication platforms for fans like Weverse, or business-related technologies used by K-pop agencies like Metaverse, NFT, social media marketing, ChatGPT, and so on. Introducing these methods in case studies can provide an overall view of the new tendency of using innovative technology in the creative and cultural industry. Additionally, these good examples might influence artists and musicians in other CCI sectors to find new ways and methods of marketing communication, increase the effectiveness of their marketing activities or gain more popularity among their fans.

Keywords: K-Pop; Hallyu; Digital and online marketing; Cultural and creative industry; Article classification; Case study (search for similar items in EconPapers)
Date: 2025
ISBN: 9781035314768
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