The Role of Digital Media Platforms in the Global Dissemination of K-pop: A Case Study of the Chinese Market

As K-pops global influence expands, its presence in China has grown significantly, especially among teenagers. While existing studies have explored K-pops digital media mechanisms and cross-cultural communication, most focus on single platforms or fan groups, overlooking the broader ecosystem of Chinese digital media and its challenges. This paper examines the roles of short video, long video, music, and social media platforms in the dissemination of K-pop in China, analyzing how each contributes to public engagement, content depth, commercialization, and cultural integration. Using case analysis and literature review, the study investigates platform-specific strategies, such as viral challenges on short videos, secondary creation on long videos, copyright-driven consumption on music platforms, and fan-driven topic fermentation on social media. Digital media platforms significantly enhance K-pops reach and influence in China. However, challenges such as policy restrictions, cultural misalignment, content homogeneity, and local competition hinder sustainable growth. Future development relies on customized content and technological innovation, such as VR and virtual idols, to deepen market resonance.