This study used BLACKPINK as a case example to examine how K-pop music increases its reach through short video formats. In recent years, TikTok has become a pivotal platform for content dissemination in the music industry, where viral trends and challenges can significantly boost an artist’s exposure. Specifically, we analyzed the impact of TikTok challenges on content dissemination, focusing on how these challenges engage users across different regions and cultures. The findings indicate that TikTok challenges, driven primarily by easy-to-imitate choreography and catchy music clips successfully boosted global exposure. High engagement rates and huge number of user-generated contents amplified further viral spread on the internet. Overall, the TikTok platform has effectively facilitated BLACKPINK’s cross-cultural promotion and global success. This study contributes to the growing body of literature on digital marketing in the K-Pop music industry, providing insights into how short video platforms like TikTok serve as powerful tools for artists to achieve international success.
