본 연구는 하이브와 게펜 레코드의 협업으로 탄생한 글로벌 걸그룹 캣츠 아이(KATSEYE)의 사례를 통해, K-Pop의 새로운 글로벌 전략을 분석했다. 분석틀로는 아파두라이의 '문화의 흐름' 이론 중 미디어스케이프(mediascape) 와 에스노스케이프(ethnoscape) 개념을 활용하였으며, 연구 방법으로는 질 적 내용분석을 채택했다. 분석 결과, 첫째, 미디어스케이프 차원에서 캣츠 아이는 넷플릭스 다큐멘터리와 다양한 소셜미디어 플랫폼을 통해 효과적인 이미지 유통 전략을 구사했다. 특히 플랫폼별 차별화된 콘텐츠 전략과 국 가별·권역별 맞춤형 프로모션은 글로벌 팬덤 형성의 주요인이 되었다. 둘 째, 에스노스케이프 차원에서는 멤버들의 문화적 정체성을 음악과 퍼포먼 스에 적극적으로 반영하고, K-Pop의 트레이닝 시스템을 미국 현지에 맞게 재해석했다. 마지막으로, KATSEYE는 두 스케이프의 상호작용을 통해 팬 덤의 참여적 소비와 디지털 플랫폼을 통한 재생산 구조를 기반으로 글로벌 문화 현상으로 발전했다. 이러한 분석 결과는 K-Pop의 글로벌화가 단순한 문화 수출을 넘어 현지화된 제작 시스템의 구축에 의한 현지착근형 문화현 상으로 진화할 수 있는 전략을 제시한다.

In this study, we compared the differences and similarities between the Korean food culture and the Vietnamese food culture by surveying food resources and researching the process of Korean food being accepted into Vietnam. We suggest countermeasures for advancing Korean food into Vietnam. We conducted in-depth interviews regarding Korean food with Vietnamese food specialists who ate Korean food. As a result, Vietnamese foodies eagerly recognized that the most representative thing about Korean food was the special properties of its various and affluent side dishes. They were also aware of kimchi, made of various vegetables and condiments, as an excellent side dish compared to the Vietnamese who's staple is boiled rice. Furthermore, the flavor of Korean food was preferred by the Vietnamese who were familiar with foods such as Neue-ok-mom or fermented seafood. It was thought that the new food could be eaten with many vegetables. The specialists replied that the most typical functional property of Korean food was health. The acceptance process of Korean food into Vietnam was based on the acculturation theory. That made the Vietnamese easily experienced strange culture in the case of propagation by whom have already experienced, through the selective filter steps by various images of Korea, and made them accept the Korean food through temporary choose and acceptance step such as recommendations by friends. Globalization strategies for Korean food proposed by the Vietnamese foodies were public relations marketing in voluntary contact environments, distinguishing traditional Korean foods through research and development, and globalization by diversifying the Korean restaurant concept.

The study sought ways to promote the global recognition of Korean food items. The Korean cuisine is one of the healthiest and well-balanced in the world. But, in contrast to countries including the United States, France, China, Japan, Thailand and Australia that have adopted food promotion and marketing strategies, Korea lacks a similar strategy. Development of indigenous sauces by Korean food manufacturers and processors is one route in the promotion of Korean cuisine. Korean restaurant franchising could also aid in export of Korean food items. The food manufacturing/processing sectors must work in concert with the Korean government to globalize the Korean cuisine. Brand chefs, Korean cuisine seminars and promotional efforts in foreign countries and foreign cooking schools (such as the 'Taste Korea' campaign) are prudent actions.