South Korean celebrities and shows have become more popular internationally, as a part of the “Hallyu” wave of South Korean culture. These effects are influencing the sales of products from Korean companies such as Samsung, Hyundai, and Amore Pacific. The government has been spending vast sums of money trying to improve South Korea’s image, and the popularity of this song has helped spread South Korean culture and complete the branding of the nation.
After reading this article, I realized that in addition to the company’s brand image, the country’s image can also have a significant influence on the success of selling products in foreign countries. Referring to the SWOT analysis, the “Hallyu” wave would pose as an opportunity for South Korean companies to expand internationally because of the positive image of South Korea and the increasing number of people interested in its culture, particularly in Asia. This also shows how businesses are affected by innumerable variables not only related to the company, but the country as well. When a company enters a foreign market, it is representing its country of origin for most of its consumers.
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