Analysis of Cross-Cultural Marketing Strategies for K-pop Music in China in the Post-Pandemic Era

With the rapid spread and influence of COVID-19, the Korean cultural content industry has been changed significantly. The face-to-face content consumption has declined rapidly, followed by a surge in non-contact consumption. Previous studies have demonstrated the competitiveness of Korean pop music(K-pop) in cross-cultural marketing communication. Still, there is a lack of quantitative research on which strategies have led to the success of K-pop. This study identified 9 factors that influenced K-pop intercultural marketing strategy and determined their importance through hierarchical analysis(AHP: Analytic Hierarchy Process). Based on the result of AHP analysis, the analysis identifies four key strategies with the highest importance: topic marketing, secondary content creation, cross-border marketing and online signing. By analyzing and diagnosing these four strategies from multiple levels and perspectives, the article proposes improvements to cross-cultural marketing communication strategies by fan-oriented and marketoriented. This study provides a reference for the K-pop related companies in Korea to make the cross-cultural marketing strategies in Chinese market.