The K-pop music industry strategy for the development of the T-pop music industry for Chinese audience: (a case of GMM)

The global success of K-pop has significantly influenced the development of T-pop, especially in terms of production model, artist training, visual aesthetics, and digital marketing strategies. However, despite K-pop's rapid global expansion, T-pop's growth, especially in the Chinese market, remains limited. This study explores how T-pop can borrow successful elements of K-pop's business model to enhance its appeal among young Thai Chinese. The study adopted a mixed methods approach, combining quantitative data obtained through an online questionnaire survey of 396 Chinese university students in Thailand and qualitative insights obtained through interviews with five music industry professionals. The results show that while appearance, stage presence, and personal identity are valued among all groups, there is growing support for T-pop to maintain its unique cultural identity. Gender and age influence people's perceptions of fashion, training, and fan service. The study also points out obstacles such as insufficient government support, lack of training infrastructure, and imperfect international promotion strategies. Recommendations include adopting a hybrid promotion model, strengthening artist training, leveraging digital platforms, and incorporating Thai traditional elements to create a differentiated T-pop. This study provides a strategic framework for expanding T-pop's influence in China and contributes to the broader discussion of cultural globalization, media influence, and audience behavior in the Thai entertainment industry.