Empirical analysis reveals K-pop's impact on cultural consumption and brand marketing in China, suggesting innovative strategies.
This study takes the South Korean girl group aespa as a case study to examine the cross-sectoral influence of K-pop in China, encompassing the entertainment industry, digital economy, cultural consumption, brand marketing, and technological development. By comparing the industrialized star-making system of South Korea with the localized practices of Chinese talent shows, the paper identifies key challenges and strategies in balancing efficiency with cultural relevance. Empirical analysis of aespas digital album sales on Tencent Music reveals the evolving dynamics of digital music monetization and fan economy models. Further, case studies on co-branding with Chinese companies demonstrate how K-pop facilitates cross-border marketing and brand globalization. Additionally, the groups integration of virtual avatars and metaverse concepts offers insight into the application of virtual technology in interactive entertainment and digital content creation. The findings suggest that K-pops systemic and flexible model offers a valuable reference for Chinese industries seeking to coordinate standardized production with localized innovation, and to build internationally competitive digital ecosystems.
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Yaxi Yang (2025) studied this question.
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