INFLUENCES OF K-POP IN THE THAI MUSIC INDUSTRY

Abstract

This qualitative research examines influences of South Korea’s K-pop industry on the Thai music industry and utilizing these insights to develop strategies that could help elevate the Thai music industry to a global level, similar to K-pop. The study collected data on social media behavior of Thai youth interested in or influenced by Korean culture, as well as the business strategies of Thai music producers. The collected data were analyzed and organized by categorizing them into influences impacting Thai music producers and influences impacting Thai society. The findings indicate that the Korean wave has partially changed Thai consumer behavior, leading music producers to adapt their songwriting techniques, strategies for gaining popularity, and content production. Furthermore, K-pop has influenced Thai society’s perceptions of being an artist, the use of Korean loanwords, and fan club naming practices. However, the influence of the South Korean music industry has created benefits for the Thai music industry by contributing to the study and development of knowledge aimed at promoting Thai music in the global market.