End of One-Size-Fits-All K-POP Promotion Strategies... Plans Now Vary Based on Agency Size and Group Popularity

K-POP’s promotion strategies have moved away from past uniform approaches, now being developed in diverse ways depending on a group’s popularity, agency size, and platform priorities. In this digital-focused promotional landscape, distinct strategies are evident among large agencies and smaller agencies, as well as between new groups and established groups. Music critic Im Hee-yoon explained, “Media platforms evolve with the times, and K-POP adapts accordingly. Since K-POP’s core fanbase consists of trend-sensitive teenage youths, short-form content has become central from the creative stage of idol groups.” In fact, artists today participate in TikTok challenges or release original content through their own YouTube channels. Unlike in the past when television music programs and offline fan events were central, current K-POP promotions are structured around digital momentum. Social media virality, YouTube content, and TikTok challenges have become just as important as the music itself. The new girl group KiiiKiii strategically utilized pre-release content under Starship Entertainment, IVE’s agency. On February 16, more than a month before their official debut on March 24, they released the music video for “I Do Me,” and on February 23, they added another video for “Debut Song” to maximize anticipation. Pre-release content has become an essential marketing strategy in the K-POP industry to build excitement and maximize global reach. Large agencies such as SM Entertainment hold an advantage in securing premium offline exposure. SM’s new girl group Hearts2Heart was announced at the company’s 30th anniversary concert in January and debuted at the end of February with their first single album, “The Chase.” Hearts2Heart premiered their debut music video on March 24 on Shinsegae Square, the large media facade at Shinsegae Department Store in Jung-gu, Seoul. This screen, roughly the size of three basketball courts, has been a hotspot on K-POP fans’ social media since BTS’s V promoted “Winter Ahead” there in October. Since only agencies with substantial resources can achieve such premium offline visibility, polarization in K-POP promotions is deepening. An expert noted, “It helps new groups increase visibility through billboard ads, but not all artists can benefit from this.”