This article summarises Naeun Kim and Lauren Hong (2018) “The power of culture in branding: How the Korean Wave can help global brands thrive in Asia”, Journal of Brand Strategy, Volume 6, Number 3, pp 293-307.
Although brands are aware of the enormous potential of the Asian retail market, many are overlooking a key market trend that is sweeping across Asia — the Korean Wave. This South Korean pop culture phenomenon can help global brands thrive in Asia, say two researchers at the University North Carolina.
What is the Korean Wave? Writing in the Journal of...