Abstract:
Korean entertainment (K-Wave) is surging in popularity worldwide, especially in Asian markets (Ju, 2010; Messerlin & Shin, 2013; Nam, 2013; Parc & Moon, 2013), prompting major media houses and content producers to invest in Korean content and promotions. Korean content, including TV dramas, films, online videos and popular music, is now accessible in a wide range of languages across major streaming services, social media platforms and traditional media outlets. The K-Wave hit Singapore in 2001, with Korean dramas going mainstream on the free-to-air (FTA) Channel U, and there has been a growing and sizable K-Wave fan base in Singapore (Chan & Wang, 2011; Williams & Ho, 2015). However, to capitalise on the growing popularity of Korean entertainment, entertainment firms must gain deeper insights into their target audience segments and tailor their content and marketing strategies accordingly (Lu, 2023). This paper presents the findings of a K-Wave research project conducted by Mediacorp, Singapore?s national media network, during 2022/23. It aims to uncover the key drivers behind the appeal of Korean entertainment to Singaporean audiences. Through in-depth research and analysis, the project developed a comprehensive understanding of the K-Wave landscape, including audience segmentation and profiling, analysis of media platform dynamics and identification of factors influencing viewership. Drawing on these strategic insights, this study offers recommendations to inform data-driven content planning and marketing strategies.
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