The strategy of using foreign idols to make K-POP entertainment companies success in global market: the case study of Thai K-POP idols

Abstract

This study explores the strategy of using foreign idols to makes K-POP entertainment companies successful in the global market. This research is qualitative research and analysis of people’s perspectives from the interview of three groups of people and related research documents. In addition, this research used the generalized double diamond model by Chang Moon to analyze K-POP entertainment company’s strategies. The results of study on the strategy of using foreign idols to make K-POP entertainment companies success in global market were (1) K-pop idol production system, appearance, and characteristic. (2) Thai K-pop idol production strategy and Social Network Strategy (3) Content perspective and Market Size. (4) Korean Television Industries and Video Streaming Industries. All four components are related to each other, and each factor supports company’s strategies to be more effective to hit the global market. The interview of three groups of people from Thailand and other countries showed that most fans accepted Thai K-POP, because they have a good appearance and outstanding abilities that match the tastes preferences of fans in many countries. Also, using Thai K-pop idols to make new creative works helped to impress audiences. Lastly, both Thai fans and foreign fans have the same opinion that having a Thai member in the group helped K-pop entertainment companies hitting the foreign market more easily, and received good feedback in many countries, especially Thailand.