Research on Character Content in K-Pop Idols: Creative Utilization and Formation of Fan Communities

Abstract

In the K-content industry, K-pop is a vital cultural phenomenon that extends beyond music to influence fashion, beauty, tourism, and the character industries. In particular, the idol characterization industry plays a vital role in fostering a bond between artists and fans and strengthening brand identity. For example, BTS's BT21 and New Jeans' rabbit characters are effectively expanding into a variety of products and media content. These characters appear across diverse platforms, contributing to a broader engagement with fans. Moreover, generating revenue through characters serves as a tool to deeply convey the artist's musical worldview and concept, beyond short-term profits. Idol characters have the complementary function of clearly presenting the artist's image to the public and enhancing the character's prominence. Webtoons, animations, and games featuring idol characters contribute to securing and expanding new fandoms. Interactions with these characters can boost brand loyalty and increase product sales. The study reveals that character-based marketing not only strengthens fandom and enhances brand loyalty but also effectively conveys the artist's vision. It highlights the crucial role of leveraging digital platforms to boost profitability and engage audiences. Furthermore, the study explores the long-term impact of these strategies on the K-Pop industry, showing how they facilitate global expansion, market entry, and sustained growth, thereby reinforcing K-Pop's position as a leading force in global entertainment.