K-POP의 해외진출 성공전략에 관한 연구

Abstract

‘신한류’를 주도하는 K-POP이 아시아를 넘어 세계로 확장하면서 신한류 지도를 다시 그리고 있다. 2011년 유튜브에 K-POP 동영상 조회 수가 총 225개국 약 23억 회에 이르는 등 K-POP이 폭발적인 인기를 끌고 있다. 이제 K-POP의 인기는 일본, 태국, 중국, 등 아시아 시장을 넘어서 중동, 유럽, 남미, 북미에까지 뻗어나가고 있으며 점점 더 확산되고 있는 추세다. 이에 본 연구는 K-POP이 해외에서 인기를 끌고 있는 이유가 무엇인지를 실증적으로 알아보기 위해 시작하였으며 연구의 목적은 다음과 같다. 첫째, 한류의 개념과 K-POP의 특성을 알아보고 최근 K-POP의 해외진출 현황을 살펴보고자 한다. 둘째, K-POP의 전문가들을 통해 K-POP 콘텐츠의 경쟁력과 미디어 전략을 알아보고자 한다. 셋째, K-POP의 해외진출 장애요소를 알아보고 지속적인 인기 유지를 위한 방안을 모색하고자 한다. 넷째, 향후 해외 진출을 염두에 두고 있는 K-POP 관계자들에게 도움이 되고자 한다. 연구방법으로는 E메일에 의한 심층 인터뷰를 실시하였으며 그 대상으로 대표적인 K-POP제작자, K-POP 미디어 전문가, 한국과 일본의 K-POP 해외 마케팅 전문가 등 11명을 선정하였다. 본 연구의 결과는 다음과 같다. K-POP 해외진출의 성공요인은 두 가지 분야로 나타났는데 하나는 K-POP 콘텐츠의 경쟁력이요, 다른 하나는 K-POP의 미디어 전략이다. 먼저, K-POP 콘텐츠의 경쟁력은 해외진출의 핵심 요소로서 글로벌 현지화 전략, 한국의 독특한 아이돌 육성시스템, 그리고 K-POP 스타의 경쟁력에서 나타났다. 글로벌 현지화 전략으로 현지 언어 습득, 현지 음반사와 파트너십, 현지인 멤버 영입, 해외 작곡가와 안무가 영입 등의 전략을 취하고 있다. 아이돌 육성시스템은 팀의 기획에서부터 캐스팅, 트레이닝, 프로듀싱, 글로벌 프로모션까지 체계적으로 관리하고 있다. 이런 시스템에서 성장한 K-POP스타들은 가창력, 춤, 외모에서 뛰어난 실력을 보여주고 있어 전 세계에서 경쟁력을 인정받고 있다. 두 번째, K-POP의 새로운 미디어 전략이다. 웹의 환경 변화와 모바일 스마트폰의 급속 보급, 그리고 디지털 위성방송으로 인해 K-POP의 미디어 전략은 기존의 방식과는 다른 전략을 취하고 있다. 먼저, K-POP은 소셜 미디어를 잘 이용하였다. 유튜브를 통해 K-POP은 확산 속도가 급속도로 빨라졌고 아시아를 넘어 미국, 유럽 등에까지 파급되었다. 다음으로, KBS 월드의 해외방송 프로그램 중 ‘뮤직뱅크’의 역할로서 전 세계 73개국에 생방송되고 있어 K-POP의 전파에서 중요한 미디어로 자리하고 있다. K-POP의 해외 진출의 장애요소로는 불합리한 계약관행과 수익배분, 수익창출 지역과 음악장르의 편중, 해외지역의 불법다운로드 심각성, 현지화 부족과 반 한류 등으로 나타났다. K-POP의 인기를 지속적으로 유지하기 위해서는 K-POP의 최대 강점인 콘텐츠의 질 향상을 위해 무엇 보다 노력하여야 하며 이를 위해 제작자, 가수뿐만 아니라 국민 모두가 좋은 콘텐츠를 만들기 위해 합심하여야 할 것이다.|The K-POP, which lately has led the new Korean Wave, has drawn a whole new map of the Korean Wave by extending the market to the all other world than just Asia. The K-POP video clips in the YouTube were hit over 230 million times over 225 countries. Its popularity has started to dominate the Asia including Japan, Thailand, China and many other countries. And now the middle east, the Europe, the South and North America, and more countries have opened their ears for the K-POP. This study has conducted to find out the empirical reasons of the K-POP’s international popularity. The purposes of the study is following. First, K-POP’s concept and property, and its inroad into foreign market are reviewed. Second, competitiveness of K-POP content and media strategies are investigated by interviewing experts in the K-POP field. Third, by finding out obstacles of inroad into foreign market, layouts to maintain consistent and long lasting popularity are studied. Forth, at the end, this study is to conduct to help the K-POP persons concerned who has planed to extend their market to the world. This study has taken the e-mail interview as a method, and 11 subjects participated including producers, media experts, marketing experts in Japan and Korea, and the others in K-POP filed. The result is following. The factors of K-POP’s international success can be narrow down to two areas. The content competitiveness is one, and the media strategies are the other. The content competitiveness, a key factor of the globalization, consists of global localization strategies, unique Korean training system, and competitiveness of K-POP stars themselves. The global localization strategies take a few forms such as acquisition of local languages, having partnership with local labels, recruiting for local K-POP artists, composers and choreographers. Korean idols are systematically supervised first from planing, casting, training, producing and all the way to globally promoting. This unique Korean training system makes K-POP stars have highly qualified looks as well as skills of singing and dancing to compete in the global markets. The brand new media strategies has been built on the new circumstances such as changes in web environment, and the rapid growth of supplying smart phones and digital broadcast services by satellites. First, the K-POP has effectively used the social media. The YouTube have done its role for the K-POP to be rapidly spread from the Asia to the America and the Europe. Second, the Music Bank, one of the KBS World’s international broadcasting programs has been on air in 73 different countries, and the Music Bank has been an important media for the K-POP. Nonetheless, the K-POP global market also has shown obstacles, which are conventional contracts, unreasonable profit share, severe illegal downloading, failure of localization, and anti-Korean Wave and so forth. In order to maintain the popularity of the K-POP, All of producers, artists and people in Korea have to concentrate on maintaining and improving the quality of content.; The K-POP, which lately has led the new Korean Wave, has drawn a whole new map of the Korean Wave by extending the market to the all other world than just Asia. The K-POP video clips in the YouTube were hit over 230 million times over 225 countries. Its popularity has started to dominate the Asia including Japan, Thailand, China and many other countries. And now the middle east, the Europe, the South and North America, and more countries have opened their ears for the K-POP. This study has conducted to find out the empirical reasons of the K-POP’s international popularity. The purposes of the study is following. First, K-POP’s concept and property, and its inroad into foreign market are reviewed. Second, competitiveness of K-POP content and media strategies are investigated by interviewing experts in the K-POP field. Third, by finding out obstacles of inroad into foreign market, layouts to maintain consistent and long lasting popularity are studied. Forth, at the end, this study is to conduct to help the K-POP persons concerned who has planed to extend their market to the world. This study has taken the e-mail interview as a method, and 11 subjects participated including producers, media experts, marketing experts in Japan and Korea, and the others in K-POP filed. The result is following. The factors of K-POP’s international success can be narrow down to two areas. The content competitiveness is one, and the media strategies are the other. The content competitiveness, a key factor of the globalization, consists of global localization strategies, unique Korean training system, and competitiveness of K-POP stars themselves. The global localization strategies take a few forms such as acquisition of local languages, having partnership with local labels, recruiting for local K-POP artists, composers and choreographers. Korean idols are systematically supervised first from planing, casting, training, producing and all the way to globally promoting. This unique Korean training system makes K-POP stars have highly qualified looks as well as skills of singing and dancing to compete in the global markets. The brand new media strategies has been built on the new circumstances such as changes in web environment, and the rapid growth of supplying smart phones and digital broadcast services by satellites. First, the K-POP has effectively used the social media. The YouTube have done its role for the K-POP to be rapidly spread from the Asia to the America and the Europe. Second, the Music Bank, one of the KBS World’s international broadcasting programs has been on air in 73 different countries, and the Music Bank has been an important media for the K-POP. Nonetheless, the K-POP global market also has shown obstacles, which are conventional contracts, unreasonable profit share, severe illegal downloading, failure of localization, and anti-Korean Wave and so forth. In order to maintain the popularity of the K-POP, All of producers, artists and people in Korea have to concentrate on maintaining and improving the quality of content.