K-Pop Concerts Drive Continued Consumer Spending Beyond Music

Analysis shows that the economic impact of K-Pop concerts extends beyond the venue. Revenue from music content, including albums and digital tracks, is linked to overseas sales before and after performances. Additionally, exports of other K-content, such as films, broadcast videos, and webtoons, have also been associated with these concerts. Experts suggest utilizing overseas tours not just for ticket sales but as local hubs for K-content exports.

The Korea Culture and Tourism Institute published these findings in its fifth brief on content industry trends, titled 'Dynamic Relationship Between K-Pop Overseas Performances and Content Exports.'

This study combined data from the Korea International Trade Association's 'K-stat,' the Bank of Korea's 'Knowledge Service Trade Statistics,' and K-Pop overseas performance data compiled by the institute. It analyzed quarterly data from 19 countries and regions from the first quarter of 2011 to the second quarter of 2025, excluding the years 2020-2021 when overseas performances were significantly restricted due to COVID-19.

The scale of overseas performances was assessed by combining venue capacity and the number of performance days to estimate potential consumer engagement. This analysis looked at not only the timing of the concerts but also the flow of content exports before and after the events.

A notable finding pertains to music content. The link between the scale of K-Pop overseas performances and music content exports extends beyond the day of the concert, continuing before and after the event.

However, the timing varies by category. Physical album exports are primarily associated with the concert date and immediately afterward. In contrast, music streaming services show a broader connection, extending from the preparation phase through to after the concert.

Specifically, royalties from music services are linked from before the concert to the time of the event and immediately afterward. Concert services maintain a relationship before and after the performance, with a particularly strong connection noted after the concert. Production services and advertising revenue based on audio and video content also show some correlation following certain performances.

This indicates that revenue does not end with a single concert; rather, there is potential for interconnected consumption of albums, audio, video, and concert production services before and after the event.

The trends associated with K-Pop concerts are also evident outside the music realm. Positive correlations between K-Pop overseas performances and exports have been observed in certain genres, including film, broadcast videos, and webtoons.

However, the researchers caution against applying these results universally to all K-content. It cannot be definitively concluded that K-Pop overseas performances directly increase exports of other content. Instead, it suggests that K-Pop, being closely related to other content, can serve as a point of engagement to broaden local consumer interest.

Consequently, a strategy is proposed to utilize concert venues as platforms for the overseas expansion of K-content. This would involve promoting audio, video, and other K-content before the concert, showcasing albums and related merchandise at the event, and linking with local platforms and distributors for follow-up consumption after the concert.

The criteria for selecting tour markets should not rely solely on concert scale. It is essential to consider local K-Pop demand, content consumption levels, market growth potential, and distribution environments to identify markets with high potential for linking with other K-content.

Lee Yong-kwan, head of the Korea Culture and Tourism Institute's Hallyu Economic Research Center, stated, "This analysis confirms the dynamic relationship between the scale of overseas performances and content exports, but it does not imply a direct causal effect of overseas performances on increasing exports. However, the consistent linkage observed in music content before and after performances indicates the need to leverage overseas concerts as opportunities to expand local consumer engagement with K-content and facilitate the overseas expansion of various content types."

Hwang Kyo-ik, director of the Korea Culture and Tourism Institute, emphasized the importance of organically linking overseas expansion and export policies by content genre, and strengthening the framework for planning and evaluating policies based on actual data and analysis.

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