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All Journal Journal of Music Science, Technology, and Industry (JOMSTI) Sentris
Hidayati, Anugrah Nurul
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Arts Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences Other

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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.
Pemetaan Global Music Value Chain ADOR Entertainment: Studi Kasus Album "Supernatural" NewJeans Hidayati, Anugrah Nurul; Purbantina, Adiasri Putri
Journal of Music Science, Technology, and Industry Vol. 8 No. 1 (2025)
Publisher : Institut Seni Indonesia Denpasar

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Abstract

Purpose: This study aims to describe the application of the Global Creative Music Chain concept by ADOR Entertainment on the NewJeans album “Supernatural”, which involves cross-border contributions and interactions in managing the global value chain in the music industry. Research methods: The method used is descriptive with a qualitative approach, which uses data collection techniques from literature studies with data sources from the album “Supernatural” by NewJeans, the official websites of HYBE Corporation and ADOR Entertainment, mass media articles and news, official social media from NewJeans, as well as related sources related to the research topic. Results and discussion: The results showed cross-border interaction at all stages and activities of the album “Supernatural” production by NewJeans, both in core and support functions. Implication: This research contributes novelty to music studies by examining the global music value chain, which has not been widely done.
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 Dewi, Ayunda Roliana Noor, Khalista Purbantina, Adiasri Putri Salsabila, Reisa Najma