[Courtesy of Big Hit Entertainment]
SEOUL -- Creators of Hallyu (Korean cultural wave) products have been advised to enhance their global competitiveness by benchmarking the strategy of K-pop band BTS which has established a solid fan base through active social media communication.
Like BTS which has adopted a totally different communication method from other K-pop bands, it is highly recommended for Hallyu-related companies to strengthen their value and brand image, the Korean Foundation for International Cultural Exchange (KOFICE), a state-funded institute, said in an annual report.
To overcome cultural and linguistic barriers and appeal to millennial consumers, the state-funded institute suggested that Hallyu product creators should establish earnest communication channels with consumers as they now face supranational consumer groups of fans.
Since its debut in 2013, BTS has consistently expanded its fan base abroad by actively communicating through social media. Foreign fans have pulled the group to the global stage in 2016 when "WINGS", the group's second full album, was released.
Fans have formed a special bond with BTS, based on sympathy, the institute said, adding Hallyu companies should understand the culture of young cultural consumption groups to win sympathy, focus on creating non-economical values and constantly maintain relationships through social media.
Thanks to the "BTS fever" that has swept across the globe, exports of Hallyu products including K-pop and dramas rose 9.1 percent on-year to $94.8 billion in 2018, KOFICE said, based on a survey of 7,500 foreigners from 16 countries. The institute suggested that supporting fan clubs would help promote Hallyu contents and products.
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