O papel do design gráfico e marketing emocional na globalização do K-Pop

: o caso dos BTS

Abstract

At a time when pop culture is becoming more and more global, South Korea stands out in this respect, managing to become a cultural powerhouse through the phenomenon known as the Korean Wave (한류). This movement, driven mainly by the success of kpop, has transformed Korean music into an internationally renowned cultural product, which has influenced markets and consumers around the world. In this way, this style of music manages to devise a combination of emotional marketing strategies, with welldeveloped concepts and storytelling, accompanied by graphic elements that captivate audiences and create deep bonds with the main consumers, the fans. In this way, this project aims to analyse how graphic design and marketing strategies have contributed to the rise of k-pop, with a special focus on the case of BTS, one of the most influential and successful groups within this musical genre. Therefore, the research explores how South Korea has used k-pop to position itself as a national and international cultural brand, using the above mentioned strategies. Through the development of a merchandising project inspired by BTS, supported by an empirical analysis that included the application of questionnaire surveys to their target audience (the fans), and an analysis of the case study, it was possible to understand the importance of design and marketing in the creation of products that have not only a commercial function, but also a cultural one, which allows them to become symbols of Korean culture itself. The results indicate this strategies made BTS a brand and preferred group within the consumer core, as well as assisting South Korea's position as a strong leader on the international cultural scene.

Date of Award	27 Feb 2025
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Tavares (Supervisor)