K-pop, Hallyu and Star Marketing of Dongdaemun Style
Thanks to Hallyu (the Korean wave) and the growth of K-pop idols, Dongdaemun market is indirectly obtaining advertising & promotional performance of its products. As is widely known, Hallyu concept is used to explain the expansion of Korean pop culture and entertainment to the rest of the world. This was done through television, films, and music, in which K-pop enters. Among them, the most popular recently, BTS are a K-pop group made up of seven members such as Jin, Suga, J-Hope, RM, Jimin, V and Jungkook, who come from all over South Korea. They launched in 2013 and have since rocketed to global stardom. Unfortunately, BTS were forced to cancel their international ‘Map of Soul tour’ dates 2020, because of the COVID-19 pandemic. Even in such a dark situation, they report that it will be approaching fans around the world during an online concert in June. Whether or not, a large number of stars leading Hallyu are affecting the fashion and its trends of the world market like one ...