Learning outcomes
Explore

By reading this report you will understand:

  1. How demand for individuals is trackable through the various digital footprints Parrot Analytics collects and analyzes. 
  2. Why it’s vital to understand talent demand as the proliferation of streaming services continue and geographical distribution constraints become less influential. 
  3. How talent demand can be used to examine the travelability and potential of working with Asian personalities emerging from Japan and South Korea. 

Summary:

K-Pop is one of the most unstoppable cultural forces on the planet. On a global scale, there is no singular personality or creative, nor is there any group of talent, that comes close to the level of demand that BTS generates. BTS has the highest level demand of any talent globally, boasting exceptional demand in numerous countries and across almost all continents. K-Pop acts like BLACKPINK also showcase higher demand internationally in countries like the US, than in the origin country, marking a rare feat.

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As global demand for South Korean series continues to grow following Squid Game's unprecedented success, other series are helping South Korean actors find newfound recognition and success worldwide. Hellbound and Hometown Cha-Cha-Hometown are two great examples of series that have made its cast members, including Yoo Ah-in and Kim Hyun-joo, surge in demand. Squid Game has created an even bigger market for South Korean content, as stars from some of the most popular series walk the red carpet in Los Angeles and build up fanbases globally.

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The growth in demand we’re seeing in Japan and South Korea isn’t slowing down. It’s growing. Inclusion is important for representation and continued business success. Korean dramas and K-pop bands are dominating global conversation, and finding an active home in the United States; anime is one of the fastest growing entertainment sectors, with animators, voice acting talent, and directors finding more work than ever before; South Korean baseball players are being scouted as coaches and managers look for their next Ohtani, and the most prolific professional e-sports players are being scouted from their homes overseas.


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