Globalization of Korean Pop Culture: Strategies to Attract a Transnational Audience

Most entertainment companies in South Korea seek to expand demographic boundaries of demand and broadcast their content abroad. Due to the increasing number of fans of k-pop culture, the industry quickly adapted and formed an offer for the global market. The symbiosis of South Korean entertainment content and foreign demand for it creates a new product format that would not exist without an ever-renewing Korean wave. This work is devoted to the study of strategies to attract a transnational audience and their role in the globalization of k-pop, South Korean pop culture. To achieve the goals and objectives, the following methods will be used in the work: secondary data analysis and comparison method within the framework of the Desk Research approach, monitoring social networks and official accounts of companies, as well as collecting information directly from the target audience through a survey and interview. As a result of the study, several distinguishing features of the transnationalization of South Korean popular content and the most effective marketing strategies that contribute to the expansion of Hallyu around the world have been successfully identified.