by Twitter Global K-Pop & K-Content Partnership Executive Director Kim Yeon-Jeong participated as a speaker at the ‘Content Marketing Summit 2022 (CMS 2022)’ and defined “KPOP is not a specific music genre, but a popular culture genre that originated in Korea.” Through the analysis of global tweet data, the future of K-content was predicted and the influence of Twitter was introduced.
With the theme of ‘Past, Present, and Future of K-Pop and K-Contents’, Twitter Managing Director Yeon-Jeong Kim said that the amount of tweets in K-contents has grown by 546% over the past 10 years, indicating the excellence of content created in the 30-year history of K-Pop and K-Contents. and the originality of the fandom culture, he emphasized.
The K-pop fandom culture formed in Korea for 30 years has spread to the world through digital platforms such as Twitter and is leading the globalization of K-content by expanding to movies, dramas, and webtoons starting around 2020.
Director Kim also emphasized that K-content is expanding not only in Asia, but also in North America, Europe, and South America through digital platforms such as SNS and OTT, unlike the ‘Korean Wave in the past. In fact, if you look at the ranking of countries with the most conversations about K content from January 1 to August 18, 2022, not only Asian countries such as Korea, Thailand, the Philippines, Indonesia, India, Malaysia, and Japan, but also the United States, Brazil, The UK was ranked in the top 10, and it was found that K-content-related conversations are taking place all over the world, including Mexico, Canada, France, Vietnam, Spain, Singapore, Italy, Turkey, Germany, and Peru.
Director Kim explained the correlation between K-pop and K-content using examples such as Korean dramas, movies, and webtoons that are tweeted the most on Twitter around the world. In fact, the appearances of former K-pop idol actors such as Kim Se-Jeong of ‘Meet the Guy’, Lee Jun-ho of ‘Red Sleeves’, Lee Ji-Eun (IU) of ‘Broker’, and Ok Taecyeon of ‘Hansan’ led to an increase in the amount of tweets among fandoms around the world. And the drama ‘That Year We’ recorded the most tweets on the day BTS V’s OST ‘Christmas Tree’ was released. In addition, there was also a tendency that dramas based on webtoons such as ‘Now At Our School’ and ‘That Year We’ to lead the conversation between dramas and original webtoons.
The most tweeted Korean movie in the world was ‘The Broker’, starring Song Kang-ho, who became the first Korean actor to win the Best Actor Award at the Cannes Film Festival. Following this, the top 10 Korean films such as ‘Hunt’, ‘Witch 2’, ‘Crime City 2’, ‘Emergency Declaration’, ‘Alien + Human’, ‘Decision to break up, ‘Hansan’, ‘Parasite’, ‘Voice’, etc. counted as
Regarding the fact that Twitter’s fandom culture is leading the globalization of K-contents, Kim said, “Fans around the world are leading the global spread of K-contents by chatting in real-time on Twitter.
The amount of Twitter conversation is important because we talk on Twitter no matter what content we watch.” He said, “As K-content has endless growth potential, Twitter is committed to providing high-quality content to Twitter for the globalization of Korean dramas, movies, and webtoons. We will not spare any support,” he said.
Meanwhile, CMS 2022, which marks its 7th year this year, is a marketing knowledge conference that shows the latest trends in marketing such as new marketing methods and convergence with technology. In this CMS 2022, content-related fields were emphasized, and Director Kim Yeon-Jung, Universal Pictures’ brand marketing director Henry Ong, and ‘Squid Game director Hwang Dong-hyeok appeared as speakers.
