K-POP ROAD: The Journey to
Brand Success with Global Fandom

Introducing K-POP ROAD, an innovative marketing project that leverages the global influence of K-POP. This project is a strategic platform that connects the passion of the global K-POP fandom with the marketing goals of brands.

K-POP ROAD with Myeongdong spans from Myeongdong Millenium Hall to Myeongdong Arts Theater and Hana Bank, maximizing natural brand exposure and promotional effects through the KPOP Fan-Audition (AKSA) and Fan-Idol programs. It provides an effective opportunity to increase brand awareness in the global market.

We offer a unique marketing solution through synergy with the global K-POP fandom to brands that join us.

Project Objective

Attracting foreign tourists
Expanding K-Culture
Revitalizing the local economy
Building a global fandom

Key Components

AKSA KPOP Audition
Idol performance events
K-Food and K-products
Online and offline commerce

The Connection Between K-Wave Consumer Goods and K-POP

The beauty, fashion, and F&B products used by K-POP idols instantly attract the attention of global fans. The idols' style and lifestyle are key factors that directly influence fans' consumption patterns.

The Effectiveness of Leveraging Global Fandom

K-POP fandoms go beyond being just consumer groups; they serve as active promoters of brands. Loyalty and interest in brands associated with their favorite idols directly lead to increased brand awareness in the global market.

Natural Brand Exposure Strategy

Through natural product placement and usage within the K-POP ROAD program, non-intrusive brand exposure is possible. This is an effective way to convey brand messages to fans without causing resistance.

The global popularity of K-Wave culture and K-POP provides a golden opportunity for Korean consumer goods brands to expand overseas. K-POP ROAD maximizes this synergy to effectively support the brand's global marketing strategy.