Soft power musical e internacionalização: K-pop como motor de engajamento e consumo de produtos sul-coreanos no Brasil

Abstract

This Course Conclusion Paper analyzes the relationship between K-pop, as an expression of musical soft power, cultural engagement and the consumption of South Korean products in Brazil. Situated within the context of the Hallyu (Korean Wave), the study investigates Brazilian fans' perceptions of South Korea and its products, as well as the relationship between K-pop consumption and interest in elements of South Korean culture. The study adopts a predominantly quantitative approach, with a descriptive design and the use of survey strategy. Data were collected through an online questionnaire applied to Brazilian residents engaged with K-pop, using a non-probabilistic convenience sampling method. Data analysis was conducted through descriptive statistics, comparative interpretation of the results, and complementary analysis of open-ended responses. The results indicate that K-pop is associated with increased interest in South Korean culture, the development of positive perceptions of South Korea, and greater interest in cultural elements related to the country. Furthermore, a relationship was observed between engagement with K-pop and a predisposition to consume South Korean products, highlighting the potential of the musical genre as an instrument of soft power and cultural approchement. [resumo fornecido pelo autor]