How South Korea Uses Psy, VIXX and All of K-Pop to Burnish Its Image

It's part of a government branding initiative that began in 1997

The countdown to Brandweek is on! Join us, Sept. 12-16, to identify new growth opportunities, solve challenges and connect with power players. View the lineup and secure your pass.

Last month, the Los Angeles Memorial Sports Arena hosted “The M Countdown,” a show featuring top South Korean pop acts like VIXX, BTS, B1A4, Teen Top, IU, G-Dragon, Jung Joon Young, SPICa, CNBlue and Girls Generation. As expected, thousands of fans stood and screamed their heads off. But what most of them probably didn’t know was that they weren’t just watching a stage show, but a crafty bit of international marketing.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in