Seoul, South Korea
Selling K-Pop: Exploring Global Business

Location: Seoul, South Korea
Student Minimum: 20 Participants
Time of Year: Year Round

Program Overview: Students will examine how entertainment companies turn K-pop into a global sales engine through storytelling, digital marketing, fan engagement, and strategic merchandising. Through visits to K-pop agencies, content studios, and branding hubs in South Korea, students will gain firsthand insight into how the industry builds demand, monetizes global audiences, and creates high-impact brand loyalty across international markets.

Final Project: Students will develop a comprehensive business launch plan for a new K-pop group targeting international markets. Working in teams, they will define the group’s brand identity, design revenue-driven fan engagement strategies, and create a digital marketing campaign aimed at maximizing global reach and sales. Each team will present their pitch to industry professionals, demonstrating their skills in business planning and market strategy to launch a successful global brand.