Singapore bets on K-pop’s soft power for long-term tourism and branding gains

[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).