“Broadway” is a powerful brand to audiences around the world, particularly in non-Englishspeaking areas. Also, each show should develop its own brand. It is mutually beneficial for both the original producer and the local producer or presenter to expand the international production network. However, the theatre industry has hardly examined this relationship closely enough or developed the mechanisms of international business. This research discusses how the theatrical markets in non-English-speaking areas have developed and what the benefits and obstacles are in bringing Broadway shows into those areas. Moreover, it would discover a better way to solve the problems and develop more effective ways for Broadway shows to branch out into foreign markets, especially Asian-Pacific areas including South Korea.

1. Introduction
 2.Theatrical Markets in Non-English-Speaking Areas
  1) First-Class Productions
  2) Second-Class Productions
 3. Challenges of Bringing Broadway into Non-English-speaking Areas
  1) Cultural barriers
  2) Language barriers
  3) Infrastructure barriers
 4. Suggestion: Specialized Agency for Non-English-speaking Regions
  1) The role of the specialized agency
  2) Bridging the gap in the theatrical markets
  3) More functional international license deals
 5. Conclusions
 Reference

• Chie, Hye Won(School of Management MBA/ Kyung Hee University)