Members of the K-POP group BTS are exploring relationships with luxury fashion houses, with Dior signing Jimin and Suga signing with Valentino. The collaborations come as the brands further expand their relationships with South Korea, where luxury spending with Dior is among the highest worldwide.

The Hallyu, or Korean culture wave has never been stronger, with audiences growing increasingly receptive to subtitled and complex international content. But how can brands capitalise on this appetite for transnational television and make space for storylines that transcend a Western point of view?

Netflix is offering fans guided walking tours to see some of the most iconic cities in Europe through the eyes of their favorite Netflix characters. With people coveting immersive fan experiences, brands are blending digital and IRL approaches to boost cultural affinity, exploration, and tourism.

Weverse is the South Korean app that prioritises the relationship between K-pop fans and artists above all else – synthesising social media, content creation, live concerts, and merchandise shopping in one platform. But how has it managed to find success both in Korea and overseas?