Uniting global fans and revolutionizing K-pop marketing: Weverse, a global fan community platform

This study explores the impact of Weverse, a fan engagement platform developed by HYBE Corporation, on the evolution of global marketing strategies in the Korean pop music (K-pop) industry. Over two decades, K-pop has emerged as a cultural and economic force, leveraging digital technologies and cultural branding to build a global fanbase. At the core of this success lies Weverse, which integrates fan interactions, content distribution, and e-commerce into a unified platform, redefining fan engagement and artist-fan relationships. Through its features, including global community-building, personalized experiences, and commerce integration, Weverse enhances fan loyalty and engagement while promoting Korean culture, a key aspect of its cultural branding strategy. Weverse exemplifies business model innovation in the entertainment sector, demonstrating its ability to generate significant revenue while redefining digital marketing standards. The research highlights that Weverse embodies a unique Korean management approach, setting it apart from conventional Western management practices. This paper explores Weverse as a model for global fan engagement and cultural branding, offering insights applicable across industries.