Review of Cross-Cultural Marketing Strategies Employed by Korean Celebrities to Enter the US Market
DOI:
https://doi.org/10.47611/jsrhs.v13i4.8129Keywords:
Cross-Cultural Marketing, South Korea, United States, K-Pop, HallyuAbstract
The rise and globalization of Hallyu in the U.S. market represent the increasing reach of South Korean culture internationally, driven by sophisticated cross-cultural marketing strategies. However, despite their success, Korean celebrities face ongoing challenges, including navigating cultural barriers and maintaining market relevance amidst growing competition. The purpose of this study is to analyze the effectiveness of cross-cultural marketing strategies employed by Korean celebrities, particularly K-pop idols, in expanding their influence and brand presence in the U.S. market. This study reviews critical marketing strategies such as localization, where K-pop idols adapt their content to resonate with American audiences by incorporating English lyrics, Western fashion, and culturally relevant themes. Additionally, strategic collaborations with U.S. artists and brands and the innovative use of digital platforms like YouTube and TikTok have ultimately facilitated direct engagement with global fans, promoting solid emotional connections and brand loyalty. These cross-cultural marketing strategies have significantly contributed to increased brand awareness, market share, and economic impact for Korean companies in the U.S., regardless of some ongoing challenges. Moreover, these marketing efforts have successfully integrated Korean culture into mainstream American media, paving the way for other international artists seeking to penetrate foreign markets. In conclusion, the cross-cultural marketing strategies utilized by K-pop idols have proven highly effective; continuous adaptation and innovation are necessary to sustain and enhance their influence in an increasingly competitive and dynamic global market.
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