A Comparative Study of Cross-Cultural Brand Communication Strategies in the Chinese and Korean Music Industries: The Cases of BTS and Zhang Yixing

Lu He

doi:10.47297/wsprolaadWSP2634-786543.20250605

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Volume 6, Issue 5

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A Comparative Study of Cross-Cultural Brand Communication Strategies in the Chinese and Korean Music Industries: The Cases of BTS and Zhang Yixing
A Comparative Study of Cross-Cultural Brand Communication Strategies in the Chinese and Korean Music Industries: The Cases of BTS and Zhang Yixing
Hong Kong Shue Yan University, Central and Western District, Hong Kong, 999077, China
Vol. 6, Issue 5, Pages: 201-206(2025)
Published：30 October 2025
DOI：10.47297/wsprolaadWSP2634-786543.20250605
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Lu He.A Comparative Study of Cross-Cultural Brand Communication Strategies in the Chinese and Korean Music Industries: The Cases of BTS and Zhang Yixing[J].Research on Literary and Art Development,2025,06(05):201-206.
DOI：

Lu He.A Comparative Study of Cross-Cultural Brand Communication Strategies in the Chinese and Korean Music Industries: The Cases of BTS and Zhang Yixing[J].Research on Literary and Art Development,2025,06(05):201-206. DOI： 10.47297/wsprolaadWSP2634-786543.20250605.

摘要

Abstract

At present

the global cultural industry is deepening digital transformation and cross-border integration

and the brand communication of the music industry has broken through the traditional paradigm

and "music IP linkage with multiple formats" has become the core direction. China's Opinions on Promoting the Implementation of National Cultural Digitalization Strategy and the Cultural Development Plan of the 14th Five-Year Plan emphasize digital empowerment and cultural "going out"

while the Korean Basic Law on Cultural Industry Revitalization provides the guarantee of globalization system

which together constitute the policy context of this study. This study takes BTS and Zhang Yixing as cases

and uses qualitative research method to combine case analysis and comparative study to sort out their cross-industry communication paths

compare the differences between "globalization breakthrough" and "localization deep cultivation"

refine the law of "content is the core

technology is the wing

culture is the soul"

and build a cross-border operation framework of music IP that fits China's cultural strategy.The results can supplement the theory of cross-cultural brand communication

provide reference for Korean music practitioners to promote cultural output through digitalization

and also provide empirical evidence for analyzing the influence of Chinese and Korean policies on IP communication.

关键词

Keywords

references

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