케이팝 글로벌 시장세분화에 대한 탐색적 연구

As many K-pop artists are appearing, K-pop is spreading worldwide. This study aims to help K-pop artists go beyond the feds to secure a regional base and improve the sustainability of K-pop idols through cultural and regional market segmentation. To this end, we first applied Hofstede’s six cultural dimensions to countries where K-pop spreads and categorized the relationships with countries’ preferred artists. Moreover, we explored the possibility of market segmentation based on the classification results. As a result of classifying the countries where K-pop is spreading, we found differences in the types of artists preferred according to cultural dimensions. The results showed that the diffusion of K-pop has a positive (+) correlation with countries with a masculine culture (MAS). Furthermore, there was a positive (+) correlation with countries with power distance (PDI). It was different for each K-pop artist. AESPA and TWICE were more popular in countries with a considerable power distance, and IU was more prevalent in countries in which strong masculinity is prevalent, showing statistical differences. Additionally, BLACKPINK, BTS, ITZY, RED VELVET, SEVENTEEN, STRAY KIDS, etc., were popular in countries with a considerable power distance and strong masculinity, showing statistical differences. These results provide implications for the cultural and regional global market segmentation of K-pop artists, and for improving the sustainability of K-pop artists.