• The Journal of the Korea Contents Association
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• v.21 no.1
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• pp.383-393
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• 2021

This paper analyzed the marketing success factors of the Chinese musical , which entered the world musical market for the first time in the history of Chinese musicals, and investigated the positive effects of the success of on the development of Chinese musicals. First, five important elements of musical marketing were determined as the analysis criteria and through this, we were able to derive that the marketing promotion was achieved by establishing a systematic strategy in the techniques of 'positioning', 'ticket promotion', 'PR strategy', 'producer', 'OSMU' as the success factors of the musical . The case of in Chinese musicals can be regarded as the first successful case by professional marketing. Due to the results of these achievements, the Chinese government and local musical support systems were established, and in recent years, Chinese musicals have been qualitative. It has been confirmed that Chinese musicals are growing rapidly in recent years in terms of quality and industry. It is expected that more academic studies related to Chinese musicals will be conducted through this study, and it is the purpose of this study to be used as a material that can contribute to the creation of Chinese musical with evenly high workability and productability in the future.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.21 no.9
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• pp.450-457
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• 2020

This study investigated the effects of music and actor evaluation on musical watching intention by performing a survey on 187 undergraduate and graduate students in Korea and China. Controlling respondents' gender, major, interests on arts, annual number of musicals attended and musical participation motivation grouped by music and actor, we found three things. First, a high evaluation of music and actor leads to high watching intention. Second, when a person is motivated by music, high evaluation on music increases the watching intention, but this is not the case for the actor. Third, Chinese people do not show any interaction effects of watching motivation between musical evaluation and watching intention. In conclusion, people are found to have a greater musical watching intention when they are motivated by music and evaluate high on music, rather than when they are motivated by the actor and evaluate high on actor. Also, the differential effects of evaluation on the musical do not exist in China, where a different musical participation culture prevails.

• Journal of Korea Entertainment Industry Association
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• v.14 no.2
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• pp.73-84
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• 2020

South Korea's newly branded musical industry 'K-Musical' is currently booming. The growth of K-Musical can be attributed to the popularity of other industries in the Korean wave, namely K-Pop and Korean dramas. With the inclusion of K-Musicals into the Korean wave, it is beginning to standout on its own as a cultural brand. In the first half of 2012, the popularity of K-Musicals grew 24%, higher than any other performance industry. Moreover, this industry grew 20% in the latter half of 2012 and grew to 300 billion won in 2013. One reason for this growth can be attributed to the increased output of musicals of Korean origin in large-scale theatres dedicated solely to musicals. This has became to necessary foundation for the export of korean musicals abroad. Now is a critical time for Korean musicals to expand to other countries in order to become the hub of Asia for musical industries. 2012 and 2013 saw the greatest increase in the export of musicals to Japan and China. The musical sales in 2018 totaled 257.1 billion won, an increase of 29% over the previous year. Therefore, understanding the importance of these two markets is pivotal in the continued sustainable growth of K-Musicals. This paper seeks to highlights the importance of becoming the canter of Asia musicals and to offer strategies to lead Korea's musical industry toward this goal.

• (The)Study of the Eastern Classic
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• no.69
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• pp.373-400
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• 2017

The objective of this study is to compare the modern transformation of a folk tale in each country. A folk tale is a story about a man who obtained an ability to see the original look of humans with tiger's eyebrows successfully found a new wife suitable for him by using them. In Korea, China, Japan, and India, folk tales similar to have been transmitted. 'Tiger's Eyebrows' is differently shown in each country like 'Wolf's Eyebrows' in Japan, 'Tiger's Whisker' in China, and 'Vulture's Feather' in India. This paper looked for works that modernly transformed this folk tale in each country. In the results, there were diverse works in each country such as fairy tale book, musical, short story, and game in Korea, full-length novel in China, and fairy tale, animation, and cartoon in Japan. Meanwhile, in India, there was only a mention of the folk tale in a collection of papers. Among them, there were works showing the significance of modern transformation in the aspect of genre or contents like a short story of Korea, a full-length novel of China, and a cartoon of Japan. The Korean novel shows that human is a being with the animal's instinct while human tries to ignore it. On the other hand, the Chinese novel shows that humans are not much different from animals especially in case when facing pains or death. The Japanese cartoon shows that it is meaningless to feel shame as human in the world which is filled with monsters or animals. In India, there were no works modernly transformed because Indian folk tales might be stories based on the mythic belief rather than fun.