Non-Korean consumers’ preferences on Korean popular music: A two country study

This research employs a mix of theoretical and data-driven approaches to understand how Korean pop music (KPop) consumption, despite physical and social barriers, is currently at unprecedented levels.

Introduction

Research background and motivations

Understanding consumer behaviors in music consumption is a significant and continuous phenomenon requiring sustained attention, especially when language barriers and lack of distribution channels exist. Music, if treated as brands, can benefit from u