Commentary: Seventeen will be the first K-pop group to perform at Glastonbury. This is how years of Korean govt strategy got them there
The global success of K-Pop is the result of a clever cultural marketing strategy deployed by the Korean government in collaboration with the creative industries. This included financial incentives for production companies and infrastructure development such as investment in high-speed Internet access across the country to support content production and consumption.
The success of Korean popular culture is felt across other areas of the economy too. K-pop and screen stars have struck brand deals with Korean companies, advertising items such as cosmetics, washing machines and smart phones to global audiences. Taehyung/V, Suga, Jin, RM, Jungkook, Jimin and JHope of South Korean boy band BTS speak at the SDG Moment event as part of the UN General Assembly 76th session General Debate at United Nations Headquarters, on Sept 20, 2021 in New York.
Lee acknowledged the role that soft power could play in securing Korea’s position as a state with moderate global influence. As is typical of Korean cultural content, the band aims to create multiple moments of connection with audiences.
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