K-pop: A masterclass in fan loyalty

Chair: Takayuki Suzuki, Paradeall / Norder AI (JP)

From Seoul to São Paulo, K-pop has transformed from a regional phenomenon into a global cultural powerhouse, shattering streaming  records, selling out stadiums, and dominating social media feeds. Behind this meteoric rise are unrivalled fanbases built on deeply cultivated parasocial relationships between idols and their fans. K-pop  artists and their agencies have cultivated unprecedented levels of loyalty and emotional investment, which, in turn, translates into big business in the international live music industry.

This session will explore these unique fan engagement strategies and how the Western world can take  note.