Hallyu, Tales from the K-Wave is an editorial research project exploring how storytelling shapes the global success of K-pop and its visual language.
Drawing from theories of Brand Journalism (M. Villa, FrancoAngelis, 2020) and media narrative design, the project analyses how music videos, album concepts, brand identities, and transmedia strategies converge to build complex, layered narratives that extend far beyond the song itself.
Through case studies ranging from BTS to BlackPink, the work examines recurring narrative patterns, visual motifs, and branding practices that turn artists into cultural brands and music releases into long-form stories.
By combining theoretical frameworks with concrete examples, Hallyu offers an accessible yet structured reading of the K-wave, highlighting how emotion, identity, and continuity are carefully designed to foster engagement, loyalty, and global resonance.
By combining theoretical frameworks with concrete examples, Hallyu offers an accessible yet structured reading of the K-wave, highlighting how emotion, identity, and continuity are carefully designed to foster engagement, loyalty, and global resonance.
Written in early 2021, this article is entirely my own work.
