A Comparative Study of Cross-Cultural Brand Communication Strategies in the Chinese and Korean Music Industries: The Cases of BTS and Zhang Yixing

At present, the global cultural industry is deepening digital transformation and cross-border integration, and the brand communication of the music industry has broken through the traditional paradigm, and "music IP linkage with multiple formats" has become the core direction. China's Opinions on Promoting the Implementation of National Cultural Digitalization Strategy and the Cultural Development Plan of the 14th Five-Year Plan emphasize digital empowerment and cultural "going out", while the Korean Basic Law on Cultural Industry Revitalization provides the guarantee of globalization system, which together constitute the policy context of this study. ​This study takes BTS and Zhang Yixing as cases, and uses qualitative research method to combine case analysis and comparative study to sort out their cross-industry communication paths, compare the differences between "globalization breakthrough" and "localization deep cultivation", refine the law of "content is the core, technology is the wing, culture is the soul", and build a cross-border operation framework of music IP that fits China's cultural strategy.The results can supplement the theory of cross-cultural brand communication, provide reference for Korean music practitioners to promote cultural output through digitalization, and also provide empirical evidence for analyzing the influence of Chinese and Korean policies on IP communication.