The Role of Physical Distribution Channels in the Popularization of K-pop Music in the XXI Сentury

This thesis explores the impact of physical distribution channels on the rising popularity of K-Pop in Russia during the 21st century. Using a combination of qualitative and quantitative data, the study investigates the evolving landscape of K-Pop consumption and its implications for the Russian fan base. The findings reveal a notable shift in K-Pop's perception, transitioning from an exclusive genre to an inclusive one, with its popularity steadily increasing. Through data compiled from various internet sources and presented in a form of tables, the study demonstrates the growing appeal of K-Pop music among Russian audiences. Additionally, a survey conducted on the role of K-Pop merchandise in the lives of Russian fans sheds light on their purchasing behavior and experience. Despite the common practice of purchasing K-Pop merchandise among Russian fans, physical distribution channels, notably K-Pop shops, are not widely utilized. However, these shops remain significant for fans, serving as hubs for emotional support and enabling first hand interaction with merchandise, influencing purchasing decisions.