The Co-Rise of Korean Wave and Korean Brands: The Dynamics of National Design Identity and Brand Building

Authors : Öykü Bozgeyik

Pages : 187-201

Doi:10.56590/stdarticle.1622098

View : 58 | Download : 23

Publication Date : 2025-07-04

Article Type : Research Paper

Abstract :Introduction and the Purpose of the Study: The global success of Korean cultural products, known as the Korean Wave (Hallyu), has impacted South Korea\\\'s economy, extending its influence beyond the entertainment industry to consumer goods. Since 1997, Korean dramas, films, and music have transcended East Asian borders, creating a synergy between cultural exports and international success of South Korean brands such as Samsung, Hyundai, LG, and Kia. This study aims to answer these questions: What are the drivers behind the rise of Korean popular culture, and how can the co-rise of popular culture and major South Korean brands be explained? Literature Review/Background: This article explores the intersection of cultural production, product design and marketing strategies with mutual reinforcement effect between cultural and industrial exports, illustrating how media and design play a catalytic role in economic and cultural globalization. Method: By incorporating historical and descriptive analysis and examining co-branding strategies and design as a competitive advantage, the study focuses on major South Korean brands such as Samsung, Hyundai, LG, and Kia and their collaborations with K-pop groups BTS and BLACKPINK. In this context, the study analyzes the role of co-branding strategies and design in achieving cultural and commercial success. Results: Hallyu not only influences cultural exports but also strengthens industrial exports, creating a mutually supportive effect. Product design and marketing strategies have enabled South Korean brands to reach broader global audiences, influencing consumer perception and brand loyalty by incorporating popular culture. The findings contribute to discussions in visual communication design, media studies and consumer culture. Conclusion: This study offers an interdisciplinary perspective on the role of media and design in economic and cultural globalization. By focusing on the co-rise of Hallyu and South Korean brands, it presents a valuable example of building national brand identity and market expansion strategies.
Keywords : Kore Dalgası, Güney Kore Eğlence Endüstrisi, Rekabet Avantajı, Popüler Kültür, Ortak Markalaşma, K-Pop

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