"What Kazakhstan can learn from South Korea's K-pop to increase tourism and economic growth"
University of Denver, Daniel's College of Business - Distinction Thesis
Photo: Dimash Concert @ Madison Square Garden, New York | Fall 2025
01
Inspiration behind the thesis
During my study abroad in Sweden, I took an international marketing class where we were challenged to create a product that appealed to two distinct markets.
As a lover of both K-pop and Q-pop, I knew I wanted to find a product that could connect fans of music around the world and increase awareness of smaller music genres from foreign countries.
02
About the Thesis
This paper explores the key factors behind South Korea's success with K-pop and examines how Kazakhstan can leverage these insights to enhance national tourism and economic growth.
It will begin by analyzing the mechanics of South Korea's idol industry, shedding light on what sets K-pop apart from other music genres. The paper will then delve into the immense influence of K-pop fandoms and their profound impact on social media. Finally, it will address the role of politics in fostering a supportive environment for tourism development.
03
Thesis Presentation
This presentation provides an overview of K-pop and Q-pop, highlighting the key factors behind K-pop's success and exploring opportunities for Q-pop's growth. It begins with an introduction to both genres, comparing their similarities and differences through music videos from popular groups in each. The presentation then delves into the core elements that drive K-pop's global appeal. Finally, it discusses how Q-pop can leverage these insights to develop and expand its own unique identity, drawing from proven strategies to enhance its growth and impact.