Comparison of JYP and YGs Globalization Strategies: Marketing and Management Analysis of the Korean Entertainment Industry

As K-pop continues its global expansion from its South Korean origins, the internationalization strategies of South Korean entertainment companies have received increasing attention. This article takes JYP Entertainment and YG Entertainment as the research objects, focusing on the two paths of system-driven and star-driven, comparing the differences in the two companies globalization strategies and their impact on brand image and market performance. The study used SWOT analysis and the SCP model, integrating information such as company annual reports, industry and platform annual reports, to systematically compare the two companies brand management, market layout, cooperation strategies, and social media use. The research results show that JYPs systematic management model has more advantages in long-term sustainable development, while YGs star strategy is more prominent in short-term communication power and brand exposure. This study reveals the diverse paths of globalization for Korean entertainment companies and provides useful insights for the internationalization strategies and brand management of cultural enterprises.