2022.07.03 (일)

National/World News

K-pop Fictional World : the Essential Strategy for Success

Many media and K-pop idol groups are trying to progress their own fictional world as marketing strategies and values.

Many K-pop artists and other media are utilizing fictional worlds. For instance, SM entertainment established ‘Kwang-ya’ to express their company as an infinite and unstructured world through out-of-box thinking. Harry Potter has its fictional world with connections between each scenario. 

 

The 2.5 generation K-pop idol group started using fictional worlds in 2012. Thenceforth, it was established not only in K-pop but also in other media such as movies, dramas, and books. Its final goal and mission are to establish its media’s solid fans. This fictional world promotes fans’ secondary creations which encourage fans to participate in. Hence, applying fictional worlds leads to the extension of IP, intellectual property. 

 

Many companies create their fictional world by mainly focusing on their products. Firstly, they focus on what concepts and brainstorming would attract many fans. Good concepts and brainstorming contain the values and identities of products. In addition, they put keywords that were brainstormed through 3000 to 4000 keywords of products. 

 

They utilize fictional worlds to make people fall more in the products and have deeper loyalty for them and a sense of belongings as fans. Their targets are digital narratives who are not only living in reality but also in a unique fictional and virtual world. 

 

The fictional world is effective and helpful as a marketing strategy. Even though using a fictional world is criticized by some people, it is sure that they make the connection between their products which attracts many people.