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K-Pop Demon Hunters and Digital Cultural Diplomacy: Measuring Brand Identity-Image Convergence in Animated K-Content

Year: 2025
Type: article
Abstract: This study proposes the Brand Identity–Image Convergence Model (BIICM) as an integrative framework for analyzing how animated cultural content contributes to nation branding within digital ecosystems. Focusing on the global reception of K-Pop Demon Hunters, the research examines 12,000 YouTube comments in six languages to assess the degree of alignment between Korea’s domestic brand identity aspirations and its international brand image perceptions. The BIICM operationalizes convergence through computational text analysis of user-generated content, enabling empirical measurement across six brand dimensions. Findings reveal substantial variation among these dimensions: while entertainment excellence demonstrated strong congruence between domestic and international perceptions, dimensions such as modern innovation and tourism appeal exhibited significant divergence. Complementary social network analysis identified distinct communicative structures across linguistic communities, with Korean networks displaying higher density and foreign networks greater modularity—indicating different modes of cultural diffusion and engagement. By bridging identity construction and audience perception within a unified analytical model, this study advances theoretical understanding of nation branding in interactive media environments. The results offer actionable insights for policymakers and cultural strategists, suggesting that animated cultural content attains the highest brand convergence through entertainment-oriented narratives, yet necessitates more deliberate strategies to strengthen innovation and tourism associations in Korea’s global brand architecture.
DOI: 10.3390/tourhosp6050236
Language: English
Open Access status: gold
Estimated APC paid: $1,448
OpenAlex ID: W4415955954
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Cites: 21
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