SOMETIMES BEING YOURSELF IS THE BEST GLOBALISATION STRATEGY: Lessons from a K-Pop Group, BTS

Multinational corporations face the paradox of globalisation and localisation in expanding foreign markets. As the BTS’s success shows, the most effective globalisation strategy can be ‘being yourself’ if customers are willing to appreciate a company’s identity.

the 2017 American Music Awards, Bulletproof Boy Scouts (BTS), an all-boy Korean pop (K-Pop) group, made its successful American TV debut. Its albums ranked no. 1 on the iTunes charts in 73 countries. Two of its albums reached no. 1 on the Billboard 200, the first foreign-language albums to do so in more than 12 years. In August 2018, It was therefore not surprising that BBC called BTS “the Beatles for the 21 Century.”