As K-pop takes over the world, so does its PR

By Anessa Quintanilla | November 28, 2020

If you follow the latest news in pop culture, watch music award shows, or have social media accounts, chances are you have seen the international takeover of K-pop in the entertainment industry. K-pop has made significant strides in Western media over the last decade with the emergence of hit groups like BlackPink, GOT7, and BTS, who won the Billboard Music Award for Top Social Artist of 2020. 

With millions of albums sold, numerous brand endorsements and several world tours on their plate, BTS has contributed over $4 billion to South Korea’s economy and is expected to reach $48 billion by 2023, according to a Hyundai Research Institute report mentioned by Vox. 

So how has BTS been able to gain so much global success? To put it simply, it’s all about their PR, specifically their branding and engagement––though having catchy songs at the top of the charts is definitely a bonus, too. 

Over the years, BTS’ strong brand identity and positive public image have earned them a large fanbase. While researching the group, I also found them to be quite entertaining and may have become a new fan. Who knows?

When presenting themselves, whether it’s their messages, music, or content, BTS doesn’t stray away from their brand values of charisma, vulnerability, and genuineness. The group’s ability to be relatable and showcase their charming personalities, despite language differences with international fans, is key to their growing popularity, according to The Hollywood Reporter. 

Utilizing a multi-faceted social media strategy has also been important to their success. BTS has developed a personal connection with fans through YouTube, Instagram, and Twitter, sharing aesthetically pleasing content and teasers. The group takes it up a notch by using Weverse, their label’s social media platform, to interact with fans’ comments, upload mini-series about going on trips together and host virtual concerts. They also use a South Korean app called V Live to post live streams and pre-recorded variety shows that include subtitles in multiple languages. Apart from their music, BTS provides their followers with engaging content that shows them being a group of young men who have witty conversations and aren’t afraid to be extra for a laugh.   

For their latest album drop, BTS took traditional methods of promoting to the next level by providing an interactive experience and using platforms dominated by their fans. I could barely keep up. The day-long album release included several teasers on their social media, a press conference, a music video premiere with live chatting, and a watch party with the members. Content related to the release led to several worldwide trends on Twitter. Since BTS has developed such a strong online community, it does not take much to get them trending. 

To give you some perspective, the group’s leader was trending worldwide because he watered a bonsai tree in their music video. That’s it. 

BTS’ individual brand, appealing content and willingness to share their more “human” sides has rewarded them with loyal fans that have helped them reach international stardom—Western artists, take notes.

_______________________________________________________________________________________Anessa Quintanilla is a senior at California State University, Northridge, pursuing a degree in journalism with an emphasis in public relations. Throughout her college career, she has grown a passion for creating positive narratives for individuals and organizations. Quintanilla is leaning towards a career in nonprofit public relations and aspires to work with organizations that elevate their communities or support an important cause. When she is not doing homework or working as an intern, Quintanilla is spending hours scrolling through TikTok, listening to music and cuddling with her dog.