Study on the Localization Process of Hip-hop Culture and Brand Marketing Mechanism: Based on the Perspective of Trend Subculture

Shanghai Nanyang Model Private School, 200232 Lingling Road, Shanghai, China

^* Corresponding author: jyq@shjl.xyz

Abstract

Hip-hop culture has become increasingly mainstream in China through variety show exposure, short-video background music, and other approaches, generating significant commercial value. As a result, many Streetwear brands collaborate with hip-hop artists through co-branding, co-creation, and other partnerships. However, domestic academia and industry lack research on how to make a balance between Streetwear brand and hip-hop culture. This essay will mainly focus on the establishment of the business model of hip-hop culture and fashion brand cooperation, the strategy of realizing commercial localization of hip-hop culture in China and provide suggestions on how to strike a balance between the value of hip-hop culture and commercial interests. This paper uses the research method of Small-N Comparison, by comparing three classic cases and in-depth analysis of their similarities and differences. The goal of this paper is to provide feasible suggestions for future collaborations between subcultures represented by hip-hop culture and trendy brands.