Brands are leveraging the K-Pop industry to attract new consumers
Trend - Brands in the fitness space are leveraging K-Pop's popularity to attract new consumers. These include fitness classes, lifestyle and eating tracking apps, and training services inspired by idols from the popular music genre.
Insight - Globalization has impacted the interests and hobbies of consumers around the world and the influence of South Korean culture–specifically beauty and entertainment–has been unprecedented. The appeal for North American consumers lies in the novel ways in which South Korea is able to create and present cultural trends, reaching audiences through key tastemakers that hold massive influence. This appeal has prompted many consumers to strive to achieve the beauty and fitness standards of these idols, leaning into offerings that leverage this star-power
Insight - Globalization has impacted the interests and hobbies of consumers around the world and the influence of South Korean culture–specifically beauty and entertainment–has been unprecedented. The appeal for North American consumers lies in the novel ways in which South Korea is able to create and present cultural trends, reaching audiences through key tastemakers that hold massive influence. This appeal has prompted many consumers to strive to achieve the beauty and fitness standards of these idols, leaning into offerings that leverage this star-power
Workshop Question - What is one international trend you could leverage?
Trend Themes
1. Global Influence of South Korean Culture - South Korea's cultural trends have reached global audiences, inspiring consumers to strive towards achieving beauty and fitness standards.
2. K-pop as a Fitness Trend - K-Pop's popularity is being leveraged by brands in the fitness space to attract new consumers and offer K-Pop inspired fitness classes, diet apps, and training services.
3. K-pop Fan Engagement - K-Pop fandom and fan culture creates opportunities for brands to engage with fans through interactive and virtual classes, workshops, and products inspired by K-Pop idols.
Industry Implications
1. Fitness - Fitness brands can leverage K-Pop's popularity to create K-pop inspired fitness classes, diet apps, and fitness training programs.
2. Entertainment - The entertainment industry can create new products and services inspired by K-Pop idols, such as virtual K-Pop training services and K-Pop style workout classes.
3. Technology - Technology can enhance fan engagement with interactive and virtual K-Pop fan experiences, like the K-Pop X Fitness virtual platform and the K-Pop Diet Plan app.
4 Featured, 17 Examples:
40,200 Total Clicks
Date Range:
Jan 21 — Jan 21
Trending:
Mild
Consumer Insight Topics:
