Article Per Year (5 Year)
p-Index From 2020 - 2025
0.751
P-Index
This Author published in this journals
All Journal Business Economic, Communication, and Social Sciences Journal (BECOSS) Sentris KARYA: Jurnal Pengabdian Kepada Masyarakat
Dewi, Ayunda Roliana
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Public Health

Published : 4 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search
Journal : Sentris

 1 
Global Market Entry Strategies in K-Pop’s Expansion into Southeast Asia A Comparative Study on SM Entertainment, YG Entertainment, JYP Entertainment, & HYBE Purbantina, Adiasri Putri; Hidayati, Anugrah Nurul; Dewi, Ayunda Roliana; Noor, Khalista; Salsabila, Reisa Najma
Jurnal Sentris Vol. 6 No. 1 (2025): Jurnal Sentris
Publisher : Kelompok Studi Mahasiswa Pengkaji Masalah Internasional Unpar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26593/sentris.v6i1.9164.83-108

Abstract

South Korea's leading K-Pop multinational corporations—HYBE, SM, JYP, and YG—have actively pursued international growth, with Southeast Asia emerging as a pivotal market. This research investigates the strategic approaches these companies employ to penetrate the Southeast Asian market, a region characterized by substantial K-pop fandom. Utilizing a qualitative case study design, the analysis draws upon secondary data, including news reports and official corporate publications, to examine the Big Four's global market entry models through several categories, including exports, licensing, alliances or joint ventures, and FDI. The study finds that the Big Four primarily focus on exporting K-pop products to Southeast Asia, capitalizing on its large, loyal fan base. These companies prefer partnership and distribution strategies to enter the Southeast Asian market while reducing risk by avoiding long-term investment through FDI (i.e., establishing subsidiaries, acquiring local companies, or building new business operations in the region).Keywords: market entry strategy, big four agencies, Korean music industry, Southeast Asia.
Global Market Entry Strategies in K-Pop’s Expansion into Southeast Asia A Comparative Study on SM Entertainment, YG Entertainment, JYP Entertainment, & HYBE Purbantina, Adiasri Putri; Hidayati, Anugrah Nurul; Dewi, Ayunda Roliana; Noor, Khalista; Salsabila, Reisa Najma
Jurnal Sentris Vol. 6 No. 1 (2025): Jurnal Sentris
Publisher : Kelompok Studi Mahasiswa Pengkaji Masalah Internasional Unpar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26593/sentris.v6i1.9164.83-108

Abstract

South Korea's leading K-Pop multinational corporations—HYBE, SM, JYP, and YG—have actively pursued international growth, with Southeast Asia emerging as a pivotal market. This research investigates the strategic approaches these companies employ to penetrate the Southeast Asian market, a region characterized by substantial K-pop fandom. Utilizing a qualitative case study design, the analysis draws upon secondary data, including news reports and official corporate publications, to examine the Big Four's global market entry models through several categories, including exports, licensing, alliances or joint ventures, and FDI. The study finds that the Big Four primarily focus on exporting K-pop products to Southeast Asia, capitalizing on its large, loyal fan base. These companies prefer partnership and distribution strategies to enter the Southeast Asian market while reducing risk by avoiding long-term investment through FDI (i.e., establishing subsidiaries, acquiring local companies, or building new business operations in the region).Keywords: market entry strategy, big four agencies, Korean music industry, Southeast Asia.
Co-Authors Anggraini, Arsita Eryanto, Haydar Faiq Hidayati, Anugrah Nurul Irawati, Almira Vivia Noor, Khalista Purbantina, Adiasri Putri Salsabila, Reisa Najma Shakira, Almira Aida Sulistyarini, Rizkya