K-popping

Three reasons why Korean culture is your view to the future

people walking between tall buildings

Korea is the most influential country in today’s pop culture.

Want proof?

#KPop videos have been viewed more than 340 billion times. But the most interesting bit? 92% of the videos are from outside Korea.

And K-beauty has grown into a US$6.5 billion export industry, ranking fourth in the world after France, the US and Germany.

Oh, and learning Korean has never been more popular; it’s now ahead of Mandarin on Duolingo’s most studied languages!

Here are three reasons why and what all marketers - regardless of category or location - can learn:

Fake love

Korea has led the way in monetising fans’ emotional needs by launching dedicated mobile apps, like ‘Bubble’ and ‘Universe’, that simulate private messaging between idols and fans, whether they are ‘Blinks’, in the ‘Army’ or part of another fandom.

How you like that

Korean TV shows in particular are built for the social internet, helping regular people and celebrities spread the word. A case in point was when BTS member, Jungkook tweeted about ‘Physical 100’, causing the show’s popularity to skyrocket.

And it almost helps when some of the scripts are poorly translated because it makes them even more meme-worthy.

Rollin'

From coining the latest beauty trends (see: ‘double cleansing’) to adapting ‘Breaking Bad’ into a new drama series and crafting tourism experiences made famous by pop stars or TV shows, the ‘Hallyu Wave’ is always innovating. Hell, even Parisian cafés are now inspired by Korean culture.

What is the biggest takeout for marketers?

If you want to see where consumer attention is about to be, look to Korea. This is the epicentre of global pop culture.