Abstract
This study aims to find out what effects the K-POP Academy operated by the Korean Cultural Center in Thailand has on K-POP consumption and the Korean nation branding in the Thai market and to make suggestions for the operation of the K-POP Academy. At the results, in Thailand, K-POP was mainly consumed by females in their teens. It was found that K-POP draws great popularity in Thailand because its unique musical characteristics correspond to the essential excitement of the Thai people. In addition, it was analyzed that Thai people's ‘multi-cultural acceptance’ is not significantly related to K-POP consumption. On the other hand, ‘experience’ served as a fundamental reason for Thais to participate in the K-POP Academy. Lastly, it was found that the K-POP Academy has an effect on Thais’ intention to visit Korea and purchase Korean products, thus effectively enhancing Korea's nation branding.
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