Leveraging K-Pop - Should Brands Hire K-Pop Idols as Ambassadors?
K-pop has reshaped global marketing, converting dedicated fandoms into influential brand advocates. How do these relationships impact the brands’ marketing strategies?
At a glance
Global KPOP Sales
US$930 million
as of 2023
Industry
Entertainment
Case Focus
Brand Ambassadors/ Celebrity Endorsements
Abstract
Korean pop, more commonly known as K-pop, has evolved into a global cultural phenomenon, driving consumer behavior and reshaping brand strategies through the idols’ expansive influence. With this fast-growing phenomenon, K-idols, their fandom, and brands have formed a unique relationship, shifting how marketers approach marketing in this space.
The case study explores the transformative influence of K-pop on global marketing and highlights the strategic use of K-pop idols as brand ambassadors. It also examines the parasocial relationships between idols and their fanbases, showcasing how these emotional connections enhance brand loyalty and drive product consumption. Through examples like BTS and BLACKPINK's partnerships with brands such as Tokopedia, the case not only discusses the benefits of hiring K-idols as brand ambassadors, but also the risks involved such as the high costs of securing K-pop endorsements, potential overexposure, and more.
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