K-POP산업의 ESG경영: YG엔터테인먼트의 지속가능공연 사례를 중심으로

With the shift in corporate management focus from shareholder capitalism to stakeholder capitalism, the importance of ESG (Environmental, Social, Governance) management has significantly increased. While previous ESG-related research and activities have predominantly focused on manufacturing industries and environmental concerns, there is a growing discourse around the necessity of ESG management within the entertainment industry, particularly driven by the global expansion and influence of K-POP. This study identifies the relative insufficiency of ESG activities within the Korean entertainment industry, compared to globally active ESG practices in concerts, events, and sports sectors. Furthermore, the study conducts an in-depth case analysis of YG Entertainment, a company that has taken the lead by introducing the first-ever 'Sustainable Concert' framework in Korea. In particular, this research integrates Stakeholder Salience Theory and Strategic CSR Theory to evaluate YG Entertainment’s Sustainable Concert initiative, strategically leveraging the high salience and cohesiveness of the fandom, a core stakeholder group. The analysis demonstrates that YG Entertainment’s Sustainable Concert meets the strategic ESG criteria of centrality (alignment with core business operations), specificity (unique competitive advantages for the firm), proactivity (initiatives launched before regulatory requirements or industry demands), voluntarism (self-driven initiatives), and visibility (active communication with stakeholders). This study provides theoretical insights and practical implications for invigorating ESG management in Korea's entertainment industry and is expected to contribute to enhancing the global competitiveness of the Korean entertainment sector.