Korean Wave: the Tools of K-Pop Promotion to Reach Russian Audience

Student: Arakelova Inna

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

In last decade South Korean popular music has spread around the world, Korean agencies carefully choose strategy for each country. The phenomenon of the Korean wave reached Russia as well. This study examines strategies for promoting Korean popular music, its shortcomings, and possible ways to improve it.

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