Singapore bets on K-pop’s soft power for long-term tourism and branding gains
Upcoming BTS concerts expected to lift tourism, though economic impact may be shy of Taylor Swift’s Eras tour effect
[SINGAPORE] Exclusive concert deals, destination partnerships and a K-pop training academy – Singapore is betting big on South Korean pop culture as part of a longer-term push to boost tourism and reinforce its position as a regional entertainment hub.
Rather than view K-pop as a direct tourism revenue stream, the city-state is leveraging the Korean Wave to strengthen its experience economy and brand appeal, while benefiting from downstream tourism spending, observers said.
K-pop reinforces Singapore’s stance as a vibrant lifestyle and entertainment hub, said Wong King Yin, a senior marketing lecturer at Nanyang Technological University (NTU).
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