FACTORS CONTRIBUTING TO THE POPULARITY OF KOREAN POPULAR MUSIC (K-POP) IN THAILAND

Abstract

This research studied on the factors distributing to the popularity of K-pop in Thailand. This work aimed to (1) analyze competitiveness of K-pop music, (2) identify the characteristics and study activities of K-pop fans in Thailand, and (3) analyze the characteristics and fan’s activities in order to see how it helps spreading K-pop in Thailand. This qualitative research mainly used descriptive and analytical method drawing from interviews of Thai K-pop fans, with participant observation and document research. The diamond model by Michael Porter was utilized to analyze competitiveness of K-pop music. The result of the study on the competitiveness of K-pop music in Thailand were (1) quality and uniqueness of the content, idol production system, and characteristics of K-pop idols, (2) localization strategy and social media strategy of K-pop companies, (3) the popularity of Korean dramas, movies, and TV shows in Thailand, and (4) opened-mind attitude and familiarity in using technology of local consumers and support from K-pop fans. The interviews of Thai K-pop fans showed that they are a strong fan base. They actively support and subscribe to the idols, they share the K-pop content to others through social media, and they gather in group to do activities together. The activities of Thai K-pop fans help made it easier for Thai people to get to K-pop content. Therefore, it could be concluded that the popularity of K-Pop in Thailand began with the efforts and the ability of the manufactures in pushing K-Pop into the Thai music market. Then it could spread widely with the support from local consumers, especially the K-pop fans in Thailand.