The Globalization of K-pop: Barriers and Opportunities

Abstract

K-pop is key to South Korea's cultural industry, rising thanks to long-term government policy support. Efforts from the "culture as South Korea's second economy" idea to Kim Dae-jung's 1998 administration laid its foundation. In 1996, H.O.T. debuted, marking K-pop's start. Famous works later gained Asian and global popularity, pushing K-pop from domestic to international stages and making it a cultural export powerhouse. During globalization, K-pop entered major markets like China, Japan, the US, and Europe, facing diverse environments with different obstacles and opportunities due to policy, industry, and cultural differences. This study examines progress from market environment to influencing factors and then to development strategies. It looks at both macro and mocro institutional factors. Cultural adaptability is also key in exploring K-pop's cross-cultural communication with local markets. The study finds that K-pop's spread in the four major markets is influenced by distinct factors. The Chinese market is affected by political conflicts and cultural appropriation controversies. Japan's mature, monopolized idol industry creates high entry barriers. The European and US markets offer growth space with policy support and mature industry cooperation but also present challenges and competition. Cultural sensitivity and fan economy sustainability are core issues across all markets. Development strategies are tailored for each market. In China, collaborate with local platforms, integrate Chinese culture, and recruit Chinese members. In Japan, use large-scale tours. For Europe and the US, balance localization with cultural distinctiveness while managing costs and local competition.