Opinions Marketing
Luna Aw
Jul 27, 2022

Korea: The Asian Tiger’s cultural leap

How South Korea leveraged ‘soft power’ and cultural dominance in its killer marketing strategy.

Psy catapulted Kpop into the global music scene (Shutetrstock)

Please sign in or register

Access limited free articles a month after free, fast registration.

Existing users sign in here

Or
Register Now
Forgotten Password?

Having trouble signing in?

Contact Customer Support at
[email protected]
or call+852 3175 1913

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Most Read

Bonds taps Robert Irwin to show how wild comfort down under can really get

1 Bonds taps Robert Irwin to show how wild comfort down under can really get

Agency Report Cards 2024: We grade 25 APAC networks

2 Agency Report Cards 2024: We grade 25 APAC networks

Cheetos’ launches limited edition fashionably functional pants

3 Cheetos’ launches limited edition fashionably functional pants

No one talks about ads anymore: Have they lost their pop-culture charm?

4 No one talks about ads anymore: Have they lost their pop-culture charm?

Too old for the party, too young to leave—the paradox of middle age in advertising

5 Too old for the party, too young to leave—the paradox of middle age in advertising

Bitter chocolate: The fallout of a poorly planned promo on Chocolate Finance's reputation

6 Bitter chocolate: The fallout of a poorly planned promo on Chocolate Finance's reputation

‘Digital twins are not the enemy’—H&M's AI influencer models spark debate

7 ‘Digital twins are not the enemy’—H&M's AI influencer models spark debate

Heineken wants you to crack open a cold one… for your face?

8 Heineken wants you to crack open a cold one… for your face?

Thai influencer walks out of KFC ad mid-set

9 Thai influencer walks out of KFC ad mid-set

Digital Media Awards 2025 winners revealed

10 Digital Media Awards 2025 winners revealed

Related Articles

What Parasite's Oscar win means for Korean culture
Feb 12, 2020
Staff Reporters

What Parasite's Oscar win means for Korean culture

No one talks about ads anymore: Have they lost their pop-culture charm?
Apr 9, 2025
Matthew Keegan

No one talks about ads anymore: Have they lost ...

The need for strong local culture
Aug 24, 2022
Lucy Han

The need for strong local culture

The ‘Hallyu Wave’: How Korean culture spread across the world
Oct 15, 2018
Helen Roxburgh

The ‘Hallyu Wave’: How Korean culture spread across ...

Just Published

Omnicom reports global revenue of $3.7 billion in Q1 2025, APAC on a growth trajectory
3 hours ago
Jess Ruderman

Omnicom reports global revenue of $3.7 billion in ...

Omnicom however saw organic revenue decline across more than half of its business sectors including PR and healthcare.

Why creative jealousy is the best compliment
10 hours ago
Becci Nadin

Why creative jealousy is the best compliment

Work that makes you jealous is the work that makes you better, says TBWA MCR’s Becci Nadin

The new rules of out-of-home in political advertising
11 hours ago
Jeremy Yang

The new rules of out-of-home in political advertising

With Australia’s federal election looming and political ad spend projected to increase by 21%, Digital out-of-home (DOOH) is bringing data, flexibility, and measurability to the table–without the algorithmic noise says Veridooh’s Jeremy Yang

The biggest shift in PR history is not AI
12 hours ago
Jim Donaldson

The biggest shift in PR history is not AI

Agencies need to address a fundamental shift in the nature of the PR industry, says Instinctif Partners’ Jim Donaldson