K-pop in Europe: Exploring the Differences in Western and Eastern Europe

Bánka Vivien (2025) K-pop in Europe: Exploring the Differences in Western and Eastern Europe. ['eprint_fieldopt_faculty_mük' not defined].

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Absztrakt (kivonat)

The global rise of K-pop, a key component of the Korean Wave or Hallyu, has not only established a valuable presence in the global music industry but also reshaped cultural exchanged and influenced global pop culture trends. However, its expansion within Europe is considerably uneven with a noticeable popularity gap. This study investigates the underlying causes of the regional imbalance in the popularity between Western and Eastern Europe. This research aims to identify and analyze the key factors contributing to the different levels of K-pop engagement between Western and Eastern Europe, focusing on digital strategy, economic conditions, cultural perceptions and linguistic barriers. It also examines the use of digital platforms by K-pop, the way digital tools build fan loyalty and how K-pop influences people’s perceptions of Korean culture across the continent. A mixed-methods approach was applied, consisting of a quantitative survey of 193 K-pop fans in four case study countries (France, Hungary, Poland and Spain) and a qualitative interpretation based on Hofstede’s cultural dimensions theory to interpret fan behaviours, digital consumption and cultural attitudes. The results confirm a consistent West-East division in K-pop engagement, characterized by differences in concert availability, media coverage and economic accessibility. Despite this, digital platforms create a unity; a strong, task-oriented online fandom that promote deep fan loyalty and a positive perception of Korean culture across all regions. The study concludes that the popularity of K-pop stems from a structural and strategic imbalance, as evidenced by the limited concert tours and media coverage in Eastern Europe compared to the West. The study concludes that K-pop agencies should implement more localized and inclusive digital and physical strategies to better accommodate the committed market of Eastern Europe. Recommendations include implementation of targeted linguistic localization and development of hybrid event models in order to bridge the existing gap.

Intézmény

Budapesti Gazdasági Egyetem

Kar

['eprint_fieldopt_faculty_mük' not defined]

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Consumer behavior, europe, hofstede, k-pop, South-Korea
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Júl. 09. 11:45
Utolsó módosítás:	2026. Júl. 09. 11:45

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