Gen1es U.S. Market Entry Strategy – Marketing Plan

Objective

I provided consultation to RYCE Entertainment’s A&R Manager, developing a strategic marketing plan for the international girl group Gen1es as they prepared for their U.S. market entry. The goal was to create a data-driven, fan-centric approach to establish their presence, optimize engagement, and build a sustainable growth model in the competitive U.S. music industry.

Research & Insights

  • Audience Analysis: Conducted a demographic and psychographic study of U.S. K-pop listeners to identify key fan segments and engagement patterns.

  • Competitive Landscape: Analyzed successful U.S. market entry strategies of other international acts, including promotional tactics, social media growth, and tour planning.

  • Platform Strategy: Assessed the effectiveness of different digital platforms (TikTok, YouTube, Instagram, Twitter) for community building and viral content distribution.

  • Cultural Adaptation: Identified potential cultural and linguistic barriers and recommended localized content strategies to improve relatability and market resonance.

Key Strategies & Execution Plan

Social Media Growth & Engagement

TikTok Challenge:

  • Dance collaborations with other artists, incorporating trending TikTok challenges (e.g., Carpool Challenge, Karaoke Bike, Choose Your XXX (Gen1es), Inside-Out Challenge, Birds-Eye View). + Behind-the-scenes content from MV shoots, practice sessions, and performance rehearsals.

  • Twitter/Weibo Mention Party: Scheduled time slots where different members take over the official Twitter/Weibo account to interact with fans and respond to questions.

Digital Marketing & Content Strategy:

  • Collaborate with platforms to host exclusive fan engagement events, such as album purchase-based fan meetings or signed album giveaways.

  • Leverage TikTok and Instagram Reels for promotional teaser content and behind-the-scenes moments.

  • Implement a structured hashtag campaign to increase digital reach and encourage fan participation.

Influencer & Media Partnerships:

  • Identify and engage key K-pop influencers to promote the group organically.

  • Pitch exclusive interviews and features with U.S. entertainment and music publications.

  • Partner with fan-run accounts and communities to drive word-of-mouth marketing.

Live Events & Fan Engagement:

  • Overseas Travel Vlogs & City Scavenger Hunts:

  • Organize split-unit sightseeing challenges where members explore different parts of major U.S. cities.

  • Conduct dance challenges in high-traffic areas like Santa Monica (LA) or Times Square (NYC).

  • Develop a scavenger hunt-style group variety segment, where teams complete location-based challenges (e.g., street dance challenges, retail clue hunts, arcade game score battles, finding books related to the group name in bookstores).

K-Pop Merchandise & Dessert Pop-Ups:

  • Partner with K-pop merchandise stores and Korean dessert cafés to host pop-up events with lucky draws, exclusive photo cards, and merchandise giveaways (inspired by Hello82 fan events and NY LINE Friends collaborations).

  • U.S. Variety Show Collaborations:

  • Secure guest appearances on viral digital shows such as Karaoke Bike to introduce the group to mainstream audiences.

Traditional Fan Meetings:

Organize mini-concerts, hi-touch events, and interactive fan games in major U.S. cities.