Celebrity Endorsement and the representation of South Korea's Nation Branding: Jin from BTS

Perez-Zavalla D.; Castro-Bernardini M.J. · Proceedings of the 2025 IEEE 5th International Conference on Advanced Learning Technologies on Education and Research, ICALTER 2025 (2025) · DOI: 10.1109/icalter69698.2025.11355126

Resumen

This research addresses the characteristics of celebrity endorsement within nation branding strategies and its connection to soft power in the digital era, using as a case study the 'Feel Soul Good' campaign featuring Jin of BTS as the lead. The study begins with an analysis of Hallyu as a cultural phenomenon and the influence of celebrities in shaping symbolic perceptions of South Korea. A qualitative approach is employed under an interpretive paradigm, employing twenty in-depth interviews with young people between the ages of 18 to 25 from Zone 6 of Lima who show an affinity with Korean culture. The main results indicate that the image of a celebrity can project values such as discipline, authenticity and closeness, strengthening South Korea's symbolic reputation as a nation branding. Additionally, it is confirmed that the coherence between celebrity values and the national narrative enhances emotional identification and cultural connection with the public. In this way, celebrity endorsement is established as a mechanism of cultural diplomacy capable of generating legitimacy, symbolic appropriation, and emotional positioning within South Korea's soft power strategy.

Instituciones: Universidad Peruana de Ciencias Aplicadas