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
Add BT as a preferred source
[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).
TRENDING NOW
CSE Global independent director quits after clashes with chairman Eugene Lai over board refresh
What’s wrong with Orchard Road? Experts weigh in on the street’s cachet and its future
‘I felt like dying’: Thai Singha beer scion speaks up after disclosure of alleged sexual abuse
Rare brutalist Singapore house opens to the public before changing hands
