Labour of Love: Fan Labour, BTS, and South Korean Soft Power
With the steady rise in global popularity of the Korean music group BTS, the South Korean government and surrounding industries have swiftly begun utilizing their image and international recognition for specific nation branding purposes. While K-pop soft power strategies are not novel to the South K...
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| Format: | Article |
| Language: | English |
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Korean Marketing Association
2021-01-01
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| Series: | Asia Marketing Journal |
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| Online Access: | https://amj.kma.re.kr/journal/vol22/iss4/5/ |