The Marketing Challenges Faced by Korean Pop Music in the Era of Digital Media for Cross-cultural Regions

Department of Business Administration, Hong Kong Shue Yan University, Hong Kong, China

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Abstract

Nowadays, the sustainable development of Korean pop music has been widely discussed, but there are still deficiencies in cross-cultural marketing. This study analyzes the marketing process behind the Korean pop music industry and the challenges encountered in the new era. The marketing strategy based on the localization of product content and cultural output has established the foundation for South Korea’s export marketing. The development of the digital age provides a new marketing platform for the Korean wave, but there are also some drawbacks. Therefore, the analysis shows that the main problems faced by cross-cultural marketing come from the change of marketing platform and the lack of motivation for industrial innovation. The differences in market preferences and the saturation of overseas markets are also major barriers to the Korean wave. Based on the above problems, this paper puts forward the following suggestions: first, to achieve connotative marketing through product quality improvement; second, to rationally use the digital platform for promotion and communication.