亚马逊"Prime Video" 的电视剧《请和我的老公结婚》（© 2025. CJ ENM Japan / STUDIO DRAGON all rights reserved）的制作公司将获 得韩国文化产业振兴院的支持 韩国内容产业2022年的海外销售额为11.6万亿日元，10年间增至2.9倍，规模是日本的2.5倍。其背后功 臣正是韩国文化产业振兴院（KOCCA）。2025年KOCCA的预算是日本对内容产业支援额的2倍以 上…… 9月下旬，东京虎之门一座高层大楼的一角因洽谈会而热闹非凡。参会的有14家韩国企业和25家日本企 业。韩国方面有电视剧《请和我的老公结婚》的制作公司和人气卡通《鲨鱼宝宝》（Baby Shark）的出 版社，日本方面则有三丽鸥和电通等。 举办洽谈会的是韩国文化产业振兴院（KOCCA）。2009年作为韩国政府机构成立，全面负责振兴影像 和音乐等内容产业。开拓海外市场也是职责之一。为了协助拍摄风靡世界的电视剧《鱿鱼游戏》，还曾 低价出租摄影棚。 韩国内容产业2022年的海外销售额为11.6万亿日元，在10年间增至2.9倍，规模约为日本的2.5倍。其背 后功臣正是KOCCA。 2025年KO ...

上海淮海百盛首店面积约1421平方米，横跨两层，是MUSINSA全球第五大门店，也标志着其以中国为 起点启动全球化布局。 "上海是亚洲乃至全球的时尚风向标。落户于此，是我们迈向全球消费者的关键一步。"金大铉指出，这 一决策有扎实数据支撑：截至去年2月，Musinsa Standard线下顾客覆盖全球136个国家和地区；韩国本 土Musinsa Store的外国消费者占比达36%，其中中国顾客无论在人数还是消费金额上均居首位。此外， 其天猫旗舰店在今年双十一表现亮眼，"明星同款"活动上线1分钟即售罄，1小时销售额突破250万 元，"这对一个新进品牌是极大的鼓舞。" 近日，韩国最大时尚零售平台MUSINSA的全球首家海外旗舰店正式登陆上海。 "以中国首店为起点，我们计划到2030年在华开设超过100家门店。"MUSINSA中国首席执行官金大铉在 接受21世纪经济报道采访时透露，公司将采用"双轨并进"策略，通过直营模式推动自营品牌Musinsa Standard与品牌集合店Musinsa Store在华发展，目标在2030年实现线上线下总销售额超1万亿韩元（约合 人民币47.8亿元）。 值得关注的是，MUSINSA ...

（文/霍东阳 编辑/张广凯） 首尔的简约风，正在吹进上海的摩登巷。 12月14日，韩国时尚零售商Musinsa旗下品牌musinsa standard的中国首店在上海正式开业。这家总面积约1421平方米、横跨两层的旗舰店，成为Musinsa全球 第五大门店，标志着该品牌正式以中国市场为起点开启全球化布局。 而在这背后，中国运动品牌巨头安踏体育的身影清晰可见——2025年初，安踏以500亿韩元收购Musinsa约1.7%的股份；随后，双方合资成立"Musinsa China"，安踏持股40%（厦门安慕时尚服饰有限公司成立于2025年2月28日，由安踏投资有限公司100%持股）。 在Musinsa大力拓张中国市场的同时，有外媒报道，Musinsa正在加速筹备上市，已选定花旗银行和摩根大通负责其此次IPO相关事宜，交易或将于明年启 动。公司发言人向媒体透露，Musinsa正考虑在首尔或纽约上市，最终地点将取决于哪个市场能给出更优的估值。 据悉，此次Musinsa的估值或将达到10万亿韩元（约合68亿美元、481亿人民币），而其在2023年7日完成KKR领投的C轮融资时，估值仅为3.5万亿韩元。在 两年多的时间里，M ...

Core Insights - K-pop is expected to have significant growth potential in the global music market, projected to reach nearly $200 billion in the next decade, indicating that it does not need to worry about losing its essence while expanding globally [1][2] - The collaboration between Warner Bros. Discovery and CJ ENM for a long-term K-drama project exemplifies the sustained international interest in Korean entertainment content [1] - The Korean Wave, or "Hallyu," has evolved from a local phenomenon in the 1990s to a global cultural force, with significant contributions from K-dramas and K-pop artists [1][2] Industry Trends - The Korean entertainment industry has shifted towards a global audience, with many companies targeting the potential 8 billion viewers worldwide rather than just the domestic market of 50 million [2] - K-pop has become a leader in globalization, with the largest fan bases outside of Korea located in Indonesia, the United States, and the Philippines, highlighting the international appeal of the genre [2] - Korea has become the fourth country to achieve a music export surplus, joining the ranks of the US, UK, and Sweden, indicating a strong global presence in the music industry [2] Content Creation - Recent analyses show that nearly half of K-pop songs now feature English lyrics, reflecting a trend towards inclusivity and broader appeal in the genre [3] - The concept of "going K-less" proposed by HYBE's founder emphasizes the need for K-pop to adapt to international markets while maintaining its unique style and rigorous training systems for artists [3] - Future content creation in film and music is expected to involve diverse backgrounds, as seen in projects like "K-POP: The Witch Girl Group," which blends Korean elements with Western storytelling [3]

Core Insights - The rapid rise of Korean fashion brands in China is attributed to the ongoing popularity of K-POP and the effective marketing strategies that leverage celebrity endorsements [11][25][28] - Brands like Mardi Mercredi have achieved significant sales, with approximately 600 million RMB in revenue since entering the Chinese market in May 2022, and their products have sold nearly 200,000 units on Tmall [3][13] - The expansion of Korean brands is not limited to online platforms; they are also aggressively opening physical stores in major cities, with 16 new brands entering first-tier markets as of August this year [6][8] Group 1: Brand Performance - Mardi Mercredi has become a standout brand, achieving around 600 million RMB in revenue and selling nearly 200,000 items on Tmall since its launch in China [3][13] - Other brands like emis and Matin Kim are also gaining traction, with high engagement on social media platforms like Xiaohongshu, where emis has opened a flagship store on Tmall [5][8] - The popularity of these brands is driven by their unique designs and celebrity endorsements, with Matin Kim's products frequently worn by popular stars [5][19] Group 2: Market Strategy - Korean brands are utilizing localized strategies, partnering with local agents for market entry and expansion, as seen with Mardi Mercredi and Rest & Recreation [8][28] - The collaboration between MUSINSA and Anta aims to establish a significant presence in the Chinese market, with a goal of opening 100 stores by 2030 [8][28] - The brands are focusing on affordability and practicality, with products priced around 300 RMB for sweatshirts and 160 RMB for T-shirts, appealing to a broad consumer base [17][19] Group 3: Cultural Influence - The resurgence of Korean fashion is closely linked to the K-POP phenomenon, with many brands leveraging the popularity of idols to drive sales [11][25] - The association with celebrities has proven effective, as seen with Rest & Recreation's products being linked to stars like Jennie from BLACKPINK, resulting in high sales volumes [11][25] - The cultural impact of Korean trends is significant, influencing not only fashion but also the marketing strategies of international sports brands like Adidas and Puma [25][28]

Core Viewpoint - The article discusses the resurgence of the Korean Wave (Hallyu) in China, highlighting recent strategic moves by companies in the entertainment sector, including acquisitions and partnerships, suggesting a potential easing of restrictions on Korean content in the Chinese market [1] Group 1: Industry Trends - The Korean Wave is quietly accelerating its return to China, indicating a shift in market dynamics [1] - There is a notable increase in collaboration between Chinese companies and Korean entertainment firms, suggesting a strategic alignment to capitalize on emerging opportunities [1] Group 2: Company Actions - Companies have recently acquired rights to operate in key entertainment venues, such as the Hengdian Film City, indicating a proactive approach to re-establishing a presence in the Chinese market [1] - The article mentions a significant transaction involving a distressed film city being sold at a bargain price, which reflects the current investment climate and potential for profit in the sector [1]

Group 1 - The article discusses the impact of South Korea's visa-free policy for Chinese tourists, highlighting the initial excitement and subsequent disillusionment experienced by travelers [2][6][60] - It emphasizes the high costs associated with traveling in South Korea, including transportation and dining expenses, which are significantly higher than in China [6][16][90] - The article contrasts the romanticized image of South Korea portrayed in media with the reality faced by tourists, leading to a sense of disappointment [5][43][51] Group 2 - The concept of "travel shrinkage" is introduced, referring to the gap between expectations and reality for tourists in South Korea, which is often filled with high costs and less-than-ideal experiences [60][61][90] - Despite the challenges, there is a strong allure for many tourists, particularly those interested in K-pop and Korean culture, which creates a unique "dream tension" that draws them back [62][90][100] - The article notes that the majority of foreign tourists prioritize cultural experiences, such as concerts and K-drama filming locations, over traditional sightseeing [90][93] Group 3 - The article highlights the increasing diversity in outbound travel preferences among Chinese tourists, with more options available due to new visa policies and changing travel trends [100][103][111] - It mentions the preparations made by South Korea to accommodate the influx of Chinese tourists, including language support and tailored marketing strategies [104][108] - The overall sentiment reflects a shift in travel expectations, where experiences are valued over mere entertainment, leading to a more nuanced understanding of international travel [111][113]

Core Insights - The animated film "K-POP: Demon Hunters" has achieved unprecedented success on Netflix, breaking multiple viewing records and evolving into a global cultural symbol, influencing various sectors including sports and politics [1][10][12]. Financial Outcomes - Netflix emerged as the biggest winner by acquiring the IP for a fixed cost, estimated to be worth billions, while Sony Pictures, the film's producer, missed out on long-term profits due to a pandemic-era sale [1][20]. - Sony Pictures invested over $100 million in the project but only received approximately $20 million in return due to a fixed-price agreement made during the pandemic [20][21]. - The Black Label, the music production company, significantly enhanced its global brand value through the film's success [1][20]. Viewing Records - "K-POP: Demon Hunters" recorded 325.1 million views during its 91-day tracking period, making it the most-watched film in Netflix's history, surpassing the previous record held by "Squid Game" [2][10]. - The film maintained a steady viewership of over 20 million per week for several weeks post-release, showcasing its sustained popularity [4][10]. Innovative Marketing Strategies - Netflix hosted a special "Sing-Along" event in theaters across several countries, generating an estimated $18-20 million in box office revenue over a single weekend [6][10]. - The film's soundtrack achieved significant success, with multiple songs charting on the Billboard Hot 100, including "Golden," which became the first K-Pop song by a female artist to reach number one [7][8][10]. Cultural Impact - The film's influence extends beyond entertainment, impacting cultural, political, and public health discussions, with references made by figures such as South Korean President Lee Jae-myung [10][12]. - The film's narrative combines universal themes with authentic Korean cultural elements, contributing to its global appeal [13][17]. IP Expansion and Future Prospects - Netflix plans to maximize the IP value of "K-POP: Demon Hunters" by launching various merchandise and adaptations, including sequels and a Broadway-style musical [21][24]. - The film's success has prompted a surge in related tourism and cultural interest, particularly in South Korea, with significant increases in visitor numbers to related sites [31][32]. Market Dynamics - The film's commercial success highlights the contrasting financial outcomes for involved parties, with Netflix capitalizing on its strategic positioning while Sony Pictures faced significant losses due to its earlier decisions [20][21]. - The film's performance in North America has been particularly strong, with all recorded box office revenue coming from the U.S. and Canada, while its connection to the Chinese market remains limited [30][31].

Core Insights - Netflix has launched its Ads Suite in South Korea, marking its first introduction of this advertising system in the region after operating it in the US and Europe for over a year [1][3] - The Ads Suite is a comprehensive advertising solution that includes audience targeting, creative management, content insertion, external platform integration, data feedback, and performance monitoring [2] - The introduction of Ads Suite is seen as a significant threat to traditional television networks in South Korea, as it begins to penetrate the advertising budget pool that these networks rely on [6][14] Advertising Market Impact - The overall broadcast television advertising revenue in South Korea is projected to decline by 8.1% in 2024, reaching approximately 2.01 trillion KRW, with terrestrial broadcast advertising revenue falling below 1 trillion KRW for the first time [8] - Despite the growth of South Korea's GDP and advertising budgets not shrinking overall, television advertising continues to decline, indicating a shift in where advertising dollars are being spent [9][10] - Netflix commands 40% of the OTT market in South Korea, with a user base of 13.93 million, achieving a penetration rate of 27% in the population [11] Financial Performance - In April, Netflix reported a revenue of 899.6 billion KRW (approximately 629 million USD) for 2024 in South Korea, reflecting a 9% year-on-year growth, with operating profit increasing by 44% to 17.4 billion KRW (approximately 12.2 million USD) [13] Cultural and Content Shift - Netflix's entry into the South Korean market in 2016 marked a turning point, as it transitioned from merely acquiring content to producing original Korean dramas, with a focus on "local originals for global distribution" [31] - The platform has altered the content logic and production processes of Korean dramas, shifting the audience from local viewers to a global subscriber base [34] - Traditional themes in Korean dramas are being replaced by genre templates that appeal to international audiences, such as the combination of historical and zombie themes in "Kingdom" and social issues in "The Glory" [41][45] Conclusion on Cultural Influence - While Korean dramas maintain their cultural identity, the narratives are increasingly shaped by Hollywood's industrial standards, leading to a blend of Korean aesthetics with global storytelling techniques [52] - The center of the Korean Wave has shifted from local television institutions to global platforms like Netflix, indicating a transformation in how Korean content is produced and consumed [55][56]

Core Viewpoint - The article discusses the challenges and developments in the South Korean animation industry, highlighting the recent release of the Netflix-funded animated film "Goodbye, Starry People" and its implications for the future of Korean animation [1][30]. Group 1: Industry Background - South Korea's animation industry has struggled to produce successful non-children's animated films, with no notable cases prior to recent developments [3][32]. - The entry of Netflix into the South Korean market in 2015 has significantly influenced the local content landscape, promoting the globalization of "K-Wave" alongside K-POP [2][32]. - The animation sector has historically faced challenges, including a lack of investment and support, leading to a focus on children's content rather than adult-oriented animations [46][68]. Group 2: "Goodbye, Starry People" - "Goodbye, Starry People" is the first exclusive Korean animated film funded by Netflix, featuring a romantic story set in 2050 between an astronaut and a musician [1][4][18]. - The film received a Rotten Tomatoes freshness rating of 88% and a score of 3.9 on Letterboxd from approximately 30,000 users, indicating a positive reception despite low online discussion [1]. - The film's production involved notable actors for voice roles, enhancing its appeal and emotional resonance with audiences [14][16]. Group 3: Challenges and Future Prospects - Despite the film's quality, it struggled to gain traction in the market, ranking third in the Korean film category on Netflix upon release and quickly dropping from the top ten in several regions [30][48]. - The article reflects on the broader issues facing the South Korean animation industry over the past three decades, including failed projects and a lack of audience interest in non-children's animations [31][47]. - The government has announced plans to increase funding for the animation industry, with a goal of establishing a more supportive environment for diverse animated content [74][75].