Choo Jing Wen
About
A graduating student from the BA (Hons) Arts Management programme at LASALLE College of the Arts, Jing Wen is interested in audience engagement and is keen on applying her knowledge in a dynamic and collaborative environment.
With experience in project coordination and a growing interest in marketing, she aims to contribute to cultural movements while expanding her skills across arts-related operations.
How non-Korean groups adapt K-pop marketing strategies: A case study of global pop girl group KATSEYE
This study employs the case study methodology to explore the marketing frameworks employed by global pop girl group KATSEYE on the social media platform of TikTok where the group’s official account has grown to achieve high follower count and engagement, achieving a high visibility on the platform and boosting the trajectory of their artist career.
By analysing the content posted by their official account on their platform surrounding the promotions of their single 'Gnarly', a release that debuted the group’s name on the Billboard Hot 100 and proving their success on an international level, this study identifies the overarching themes and goals in their top performing content and evaluates these findings alongside and against currently identified K-pop marketing frameworks in existing literature.
Professional practice
Jing Wen's scope of research analyses digital content marketing strategies in audience expansion and retention, exploring strategic adaptations of trends and audience engagement.
Muhammad Rashad
Chia Mun Yee Minerva
Trevor Wee
Jenelle Yap Zhi Ting
Sharafah Malihah
Ruth Au
