<![CDATA[The Korean Wave (Hallyu) phenomenon has encouraged corporations to compete for collaborations with K-pop artists and celebrities to boost sales and increase market share. This trend is also evident in Indonesia, where global brands aim to leverage the significant influence of K-pop idols. This study examines the impact of BTS, one of the most influential K-pop groups, as a brand ambassador for major corporations, such as Samsung, Coway, Hyundai, Puma, and Fila. The research uses secondary data to analyze stock price changes before and after BTS’s endorsement. The findings indicate that the effect of BTS on stock price varies depending on the nature of each company’s relationship and marketing strategy with BTS. However, from a broader corporate perspective, there is no consistent or significant link between the appointment of BTS as brand ambassador and changes in stock prices across the companies observed.]]>
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