# 2026年K-Pop全球扩张与软实力跃升：多厂牌本土化模式与产业课题

> K-pop产业正摆脱传统内容出口模式，通过多厂牌体系与深度本土化合作推动全球扩张和产业结构升级。

Published: 2026-09-19T08:44:38.946Z
Updated: 2026-09-19T08:44:38.946Z
URL: /zh/article/kpop-global-soft-power-2026

# K-POP的全球扩张与本土化策略：多厂牌体系、软实力与结构性挑战

当今全球音乐市场上，K-POP已超越单纯的外来流派热潮，确立了其作为独立产业标准和主流文化现象的坚实地位。韩国主要娱乐企业摆脱了早期出口成品内容的模式，如今正与全球各地的本土基础设施直接接轨，谋求质的飞跃。这一变革的核心，交织着多元化的多厂牌体系、针对本土市场的优化策略，以及通过跨国协作实现的软实力传播。本文将深入探讨K-POP产业迎来结构性大转型的背景、核心议题、潜在挑战及未来前景。

---

## 背景

国际唱片业协会（IFPI）的数据显示，全球录制音乐（Recorded Music）市场规模前列仍被美国和日本等国牢牢占据。为打破全球主流市场如此坚固的壁垒，K-POP产业开始彻底摒弃传统的“以单一总部为中心的成品出口”模式，正式引入专为本土市场定制的多元化模型。

过去的K-POP全球化多停留在将韩国本土策划制作的韩语专辑推向全球分销网络，或举办世界巡回演唱会的层面；而近期的趋势则演变为设立海外当地法人、构建各区域专属厂牌，以及与本土合作伙伴展开战略性合资合作。换言之，即是将K-POP独有的练习生培训机制与A&R制作经验等“软件”，直接植入庞大海外市场的“硬件”之中。这种多厂牌体系与本土优化策略，源于产业为敏锐应对瞬息万变的全球流媒体生态与各区域音乐消费习惯而做出的必然选择。

---

## 核心议题

当前K-POP全球化战略的核心议题主要聚焦于两大维度：其一是韩国大型企划社多厂牌及本土合资体系的高度成熟化；其二则是依托与英美主流厂牌的伙伴关系，促成全球协作模式的成熟落地。

第一维度的典型代表是HYBE与SM娱乐的布局。HYBE以日本本土厂牌YX Labels（前身为HYBE LABELS JAPAN）为基地，成功推出了多国籍男子组合&TEAM。这打破了以往由现有艺人发行日语翻唱曲的常规模式，展现了完全在本土厂牌系统内策划培养、直接打入日本主流市场的全新结构。SM娱乐同样通过与日本最大娱乐企业爱贝克思（Avex）的战略合作，推出了本土化男团NCT WISH。这些尝试表明，K-POP企划社已依托自主基础设施，步入了常态化运营本土市场定制组合的新阶段。

第二维度则是与全球流行巨星及英美大型厂牌的有机协同。BLACKPINK成员ROSÉ与布鲁诺·马尔斯（Bruno Mars）合作的单曲《APT.》，便清晰展现了THE BLACK LABEL与华纳音乐旗下大西洋唱片（Atlantic Records）的全球联合发行与宣发合作模式。这表明，将K-POP艺人独具特色的个性、西方大厂强大的发行能力以及全球巨星的影响力相融合，直冲Billboard Hot 100等西方主流榜单前列的协作范式已经彻底成型。

---

## 多维度分析

K-POP产业的这一结构性进化在经济、文化和产业层面取得显著成果的同时，也带来了错综复杂的挑战。

### 1. 粉丝经济的扩张与国家软实力的提升
K-POP的外延拓展已超越单纯的流媒体播放数据增长，以强大的“粉丝经济（Fandom Economy）”为纽带，对国家整体软实力产生了巨大的辐射效应。全球粉丝不仅局限于音乐消费，还通过短视频平台自发学习与分享舞蹈，引领全球挑战（Challenge）文化。此外，粉丝的消费行为更跨越实体专辑与官方周边（MD），沉浸于艺人所处的韩国语言及全方位生活方式中，这直接带动了赴韩旅游需求的增长以及韩国消费品出口的扩张。这标志着音乐产业的扩张成功带动了相关产业的整体附加值，形成了良性循环结构。

### 2. 身份认同稀释之争：本土化与“韩国属性（K-ness）”的平衡
然而，本土化团体的激增与以全球化制作为主导的扩张，也引发了关于文化身份认同的本质追问。全员为外籍成员、仅以当地语言活动，或是由西方词曲团队主导完成的流行乐，究竟能否被完全定义为“K-POP”？围绕这一点的争论不绝于耳。业界内部同样在严肃探讨一种担忧：为打入本土主流市场而采取的“去韩国化”策略，长远来看是否会稀释K-POP独有的原创魅力与差异化特征。

### 3. 市场支配力的局限与产业内的寡头垄断结构
全球音乐市场的残酷现实同样不容忽视。美、日、英等传统唱片强国的市场份额依然具有压倒性优势；尽管K-POP在部分指标上取得了亮眼成绩，但仍存在过度依赖单首爆款热曲或少数头部IP的局限性。

此外，设立海外本土法人、收购海外厂牌以及与全球发行商建立大规模合作，往往极易沦为少数拥有雄厚资本的大型企划社的专利。这种以大型社为主导的寡头垄断格局，进一步推高了中小企划社进入全球市场的门槛，甚至可能成为制约整个K-POP生态系统多样性与长期增长潜力的结构性瓶颈。

---

## 未来展望

未来K-POP产业的可持续性，取决于其能否在“全球普适性”与“K-POP固有语法”之间达成精妙的平衡。类似HYBE旗下YX Labels的&TEAM，或是SM与爱贝克思联手打造的NCT WISH等本土化模式，预计将走出亚洲，全面拓展至美欧等西方主流市场。在此过程中，需要秉持一种制作哲学：既能包容各文化圈的独特性，又能坚守K-POP特有的培训机制、精巧的舞台企划能力及紧密的粉丝羁绊等核心优势。

与此同时，还需分散对特定超级IP的过度依赖，在多厂牌体系内不断发掘具有独立性与差异化的音乐叙事。唯有通过系统化的制作机制稳健地拓展下一代艺人梯队的企业，方能冲破全球主流市场的高门槛，赢得长期的市场主导权。

归根结底，K-POP正站在告别阶段性全球流行热潮、向可持续的全球流行音乐基础设施转型的关键拐点。只有在通过全球伙伴关系拓展发行网络、依托粉丝经济提升软实力，以及打破产业寡头垄断格局等课题之间保持平衡并稳步推进，K-POP才能超越单一音乐流派的局限，作为引领未来全球娱乐产业的核心动力稳步前行。

## Claims

- K-팝은 한국에서 기원한 대중음악 장르로, 글로벌 확장에 따라 전 세계적 팬덤 문화를 형성하고 있다. (verified)
- 하이브(Hybe)는 2025년 기준 연간 매출액 약 2조 6,580억 원을 기록했다. (verified)
- 하이브의 일본 현지 레이블인 YX Labels(구 하이브 레이블즈 재팬)는 9인조 그룹 &Team을 결성하여 활동 중이다. (verified)
- SM엔터테인먼트는 일본 에이벡스 트랙스(Avex Trax)와 협력하여 6인조 보이그룹 NCT WISH를 운영하고 있다. (verified)
- 국제음반산업협회(IFPI) 통계에 따르면 미국과 일본은 세계에서 가장 큰 녹음 음악 시장 1위와 2위를 장기간 유지하고 있다. (verified)
- 로제와 브루노 마스는 2024년 10월 더블랙레이블과 애틀랜틱 레코즈를 통해 합작 싱글 'APT.'를 발매했다. (verified)
- K-팝 팬덤 문화는 안무 습득, 앨범 및 상품 구매, 해외 투어 관람 및 한국 방문 관광 등으로 확장되고 있다. (verified)

## Forecasts

- 85% — 2027년 상반기 내 주요 K-팝 기획사의 북미·일본 현지화 전용 신규 유닛 추가 데뷔 (2027-06-30). Signal: 하이브(YX Labels) 및 SM-에이벡스 합작 성공 모델을 벤치마킹한 주요 기획사의 해외 오디션 프로그램 및 현지 레이블 신규 라인업 공표
- 75% — 2026년 말 기준 글로벌 음원 스트리밍 플랫폼 상위 100위 내 K-팝 아티스트 글로벌 합작 싱글 비중 확대 (2026-12-31). Signal: 글로벌 팝스타와 K-팝 아티스트 간의 크로스오버 콜라보레이션 싱글 발표 건수 증가

## Sources

- [Today in Korean history | Yonhap News Agency](https://en.yna.co.kr/view/AEN20260919003400315) — en.yna.co.kr, 2026-09-19
- [Lee says considering creating dedicated body for youth policies | Yonhap News Agency](https://en.yna.co.kr/view/AEN20260919002700315) — en.yna.co.kr, 2026-09-19
- [(Asiad) Boxer, table tennis player to carry N. Korean flag at opening ceremony | Yonhap News Agency](https://en.yna.co.kr/view/AEN20260919002600320) — en.yna.co.kr, 2026-09-19
- [(Asiad) Lee hopes his Asian Games medal helps teqball make presence felt in S. Korea | Yonhap News Agency](https://en.yna.co.kr/view/AEN20260919002500320) — en.yna.co.kr, 2026-09-19
- [(Asiad) S. Korea beats Hong Kong to begin women's handball competition | Yonhap News Agency](https://en.yna.co.kr/view/AEN20260919002400315) — en.yna.co.kr, 2026-09-19
- [(LEAD) Justice minister nominee withdraws candidacy amid controversy over lobbying allegations | Yonhap News Agency](https://en.yna.co.kr/view/AEN20260919001252315) — en.yna.co.kr, 2026-09-19
- [(Asiad) Lee Jun-suk reaches men's teqball final | Yonhap News Agency](https://en.yna.co.kr/view/AEN20260919002300320) — en.yna.co.kr, 2026-09-19
- [Cheong Wa Dae says Lee's 'no war intervention' remark not a rejection of Trump's Hormuz request | Yonhap News Agency](https://en.yna.co.kr/view/AEN20260919002100315) — en.yna.co.kr, 2026-09-19
- [Men deported from US bound and beaten in Equatorial Guinea detention hotel, lawyers say | US immigration | The Guardian](https://www.theguardian.com/us-news/2026/sep/18/us-men-deported-hotel-equatorial-guinea) — theguardian.com, 2026-09-19
- [Survivors recount panic and struggle to breathe in Nigerian prison cell where 37 died | Nigeria | The Guardian](https://www.theguardian.com/world/2026/sep/18/survivor-panic-struggle-breathe-nigeria-prison-cell-died-minna) — theguardian.com, 2026-09-19
- [British woman who was kidnapped in Malawi rescued by police after shootout | Malawi | The Guardian](https://www.theguardian.com/world/2026/sep/18/british-woman-kidnapped-malawi-police-shootout) — theguardian.com, 2026-09-19
- [Louisiana firefighters find feline native to sub-Saharan Africa while responding to house fire | Louisiana | The Guardian](https://www.theguardian.com/us-news/2026/sep/18/louisiana-firefighters-sub-saharan-africa-feline) — theguardian.com, 2026-09-19
- [‘We demand the truth’: Olga Tokarczuk and JM Coetzee lead calls for proof of life of disappeared Eritrean writers | Books | The Guardian](https://www.theguardian.com/books/2026/sep/18/olga-tokarczuk-j-m-coetzee-lead-calls-for-release-of-disappeared-eritrean-writers) — theguardian.com, 2026-09-19
- [Brazil’s Lula announces higher welfare payments and free weight-loss jabs ahead of election | Brazil | The Guardian](https://www.theguardian.com/world/2026/sep/18/brazil-lula-welfare-payments-weight-loss-jabs-election) — theguardian.com, 2026-09-19
- [New cat species identified for first time in more than a century in Bolivia | Bolivia | The Guardian](https://www.theguardian.com/world/2026/sep/17/new-cat-species-identified-bolivia) — theguardian.com, 2026-09-19
- [All smiles in Strasbourg but uncertainty clouds Canada’s EU membership plan | European Union | The Guardian](https://www.theguardian.com/world/2026/sep/17/smiles-strasbourg-uncertainty-canada-eu-membership-plan-mark-carney) — theguardian.com, 2026-09-19
- [Hybe - Wikipedia](https://en.wikipedia.org/wiki/Hybe) — en.wikipedia.org, 2026-09-19
- [SM Entertainment - Wikipedia](https://en.wikipedia.org/wiki/SM_Entertainment) — en.wikipedia.org, 2026-09-19
- [Dahyun - Wikipedia](https://en.wikipedia.org/wiki/Dahyun) — en.wikipedia.org, 2026-09-19
- [Create Music Group - Wikipedia](https://en.wikipedia.org/wiki/Create_Music_Group) — en.wikipedia.org, 2026-09-19
- [&Team - Wikipedia](https://en.wikipedia.org/wiki/%26Team) — en.wikipedia.org, 2026-09-19
- [Roc Nation - Wikipedia](https://en.wikipedia.org/wiki/Roc_Nation) — en.wikipedia.org, 2026-09-19
- [NCT Wish - Wikipedia](https://en.wikipedia.org/wiki/NCT_Wish) — en.wikipedia.org, 2026-09-19
- [T.O.P - Wikipedia](https://en.wikipedia.org/wiki/T.O.P) — en.wikipedia.org, 2026-09-19
- [International Federation of the Phonographic Industry - Wikipedia](https://en.wikipedia.org/wiki/International_Federation_of_the_Phonographic_Industry) — en.wikipedia.org, 2026-09-19
- [List of largest recorded music markets - Wikipedia](https://en.wikipedia.org/wiki/List_of_largest_recorded_music_markets) — en.wikipedia.org, 2026-09-19
- [Music industry - Wikipedia](https://en.wikipedia.org/wiki/Music_industry) — en.wikipedia.org, 2026-09-19
- [Music streaming service - Wikipedia](https://en.wikipedia.org/wiki/Music_streaming_service) — en.wikipedia.org, 2026-09-19
- [K-pop - Wikipedia](https://en.wikipedia.org/wiki/K-pop) — en.wikipedia.org, 2026-09-19
- [APT. (song) - Wikipedia](https://en.wikipedia.org/wiki/APT._(song) — en.wikipedia.org, 2026-09-19
- [Impact and popularity of K-pop - Wikipedia](https://en.wikipedia.org/wiki/Impact_and_popularity_of_K-pop) — en.wikipedia.org, 2026-09-19
- [The Tortured Poets Department - Wikipedia](https://en.wikipedia.org/wiki/The_Tortured_Poets_Department) — en.wikipedia.org, 2026-09-19
- [Cultural impact of Michael Jackson - Wikipedia](https://en.wikipedia.org/wiki/Cultural_impact_of_Michael_Jackson) — en.wikipedia.org, 2026-09-19
- [Syrian regime planned American journalist's kidnapping for weeks](https://www.npr.org/2026/09/18/nx-s1-5974166/assad-austin-tice-kidnapping-bbc-embedded) — npr.org, 2026-09-19
- [US and Denmark reach deal over Greenland after Trump annexation threats](https://www.bbc.co.uk/news/articles/c63d7lexyym1o?at_medium=RSS&at_campaign=rss) — bbc.co.uk, 2026-09-19
- ['I'm telling the truth': Earl Spencer defends Diana book claims about Charles in BBC interview](https://www.bbc.co.uk/news/articles/cmqxvd1drd35o?at_medium=RSS&at_campaign=rss) — bbc.co.uk, 2026-09-19
- [Watch: Diana's brother says Charles 'went ballistic' in phone call after her death](https://www.bbc.co.uk/news/videos/c317j8k4lvy9o?at_medium=RSS&at_campaign=rss) — bbc.co.uk, 2026-09-19
- [Billionaire Man United owner says he has lost confidence in the UK](https://www.bbc.co.uk/news/articles/cm0463619r1no?at_medium=RSS&at_campaign=rss) — bbc.co.uk, 2026-09-19
- [Google's Gemini AI hacked three companies in security test](https://www.bbc.co.uk/news/articles/c607l0k72rlvo?at_medium=RSS&at_campaign=rss) — bbc.co.uk, 2026-09-19
- [Parents could lose benefits or face prison for child's crimes, minister says](https://www.bbc.co.uk/news/articles/c6lye7200g7vo?at_medium=RSS&at_campaign=rss) — bbc.co.uk, 2026-09-19
- [Daisy Edgar-Jones: I try and bury my emotion when it comes to love](https://www.bbc.co.uk/news/articles/cqkgvlkg0z3xo?at_medium=RSS&at_campaign=rss) — bbc.co.uk, 2026-09-19
- [A four-minute warning isn't enough: Russia's new relentless missile tactics exhaust Kyiv residents](https://www.bbc.co.uk/news/articles/cwp93k9gpnv1o?at_medium=RSS&at_campaign=rss) — bbc.co.uk, 2026-09-19
- [Earl Spencer's Diana book opens old wounds royals would rather forget](https://www.bbc.co.uk/news/articles/cr86xyne8xp2o?at_medium=RSS&at_campaign=rss) — bbc.co.uk, 2026-09-19
- [‘日대회 첫 출전’ 북한, 개회식 기수에 복싱 황효순·탁구 우태룡](https://www.chosun.com/sports/sports_special/2026/09/19/6QE7MWG54FHFTPGWQ5RYW26AJ4/) — chosun.com, 2026-09-19
- [[사진]일본 아이치·나고야 아시안게임 축하공연 펼치는 INI(아이엔아이)](https://www.chosun.com/sports/sports_photo/2026/09/19/HEYDAMBQMRRGKYRXGI4DMMRQGE/) — chosun.com, 2026-09-19
- [연습장 직접 구했던 류지현호, 결전 하루 앞두고 실제 경기장서 훈련](https://www.chosun.com/sports/sports_special/2026/09/19/HLMNJYRYMJFKPLR2YGYZTSZ6B4/) — chosun.com, 2026-09-19
- ['넥스트 플레이 포기 → 박민우 화났다' 류진욱 결국 2군행, 고졸 신인 콜업[창원 현장]](https://www.chosun.com/sports/baseball/2026/09/19/MQ3TQMLFGVSDQNZZMZRTKYZZMY/) — chosun.com, 2026-09-19
- [[사진]INI(아이엔아이), 아시안게임 관중석 향한 반가운 손인사](https://www.chosun.com/sports/sports_photo/2026/09/19/GUZDANLDHFQWGZRQG4YTCOJUGE/) — chosun.com, 2026-09-19
- [BTS·블랙핑크·코르티스 美 MTV VMA 베스트 그룹 후보](https://www.chosun.com/culture-life/k-culture/2026/09/19/374RZUUFXVB7JJTRHAS5TJTC5U/) — chosun.com, 2026-09-19
- [테크볼 이준석 결승행… 한국 종목 첫 메달 확보](https://www.chosun.com/sports/sports_special/2026/09/19/YBSMBFZEQZEUDD3YULJAMB66V4/) — chosun.com, 2026-09-19
- [[사진]서현-전현무 '미녀와 야수'](https://www.chosun.com/entertainments/entertain_photo/2026/09/19/GU2TCMRYGMYDGNBXGNSWMNRWME/) — chosun.com, 2026-09-19
- [Russia holds parliamentary vote in areas it seized from Ukraine in the war](https://www.npr.org/2026/09/19/g-s1-144169/russia-holds-parliamentary-vote-in-areas-it-seized-from-ukraine) — npr.org, 2026-09-19
- [As Europe warms, Italy sees West Nile virus spread](https://www.npr.org/2026/09/19/g-s1-144162/as-europe-warms-italy-sees-west-nile-virus-spread) — npr.org, 2026-09-19
- [US and Denmark reach deal to build US military presence in Greenland](https://www.npr.org/2026/09/19/g-s1-144158/us-and-denmark-reach-deal) — npr.org, 2026-09-19
- [Alaska's salmon-feasting bears face off in biggest Fat Bear Week ever](https://www.npr.org/2026/09/18/nx-s1-5973938/fat-bear-week-2026-bracket) — npr.org, 2026-09-19
- [Trump says he is banning CNN, MS NOW and Politico from the White House](https://www.npr.org/2026/09/18/g-s1-144112/trump-ban-cnn-msnow-politico-white-house-media) — npr.org, 2026-09-19
- [When Trump and Xi meet they will discuss AI. 'Track Two' talks are already buzzing](https://www.npr.org/2026/09/18/nx-s1-5971481/trump-xi-meeting-ai-track-two-talks) — npr.org, 2026-09-19
- [What expensive sulfur means for your dinner table](https://www.npr.org/sections/planet-money/2026/09/18/nx-s1-5974103/what-expensive-sulfur-means-for-your-dinner-table) — npr.org, 2026-09-19
- ['이혼 후 임신' 이시영, '학비 6억' 아들 얼마나 안 컸길래.."성장 주사 추천 충격"](https://www.chosun.com/entertainments/broadcast/2026/09/19/MY2WMZRUGA4GIZRWGVQWGZRSGU/) — chosun.com, 2026-09-19
- [직장 그만두고 테크볼 첫 메달리스트로…이준석 “꿈꾸던 순간”](https://www.chosun.com/sports/sports_special/2026/09/19/2WY73TR4ANHJ3IST6B7ERPS5NU/) — chosun.com, 2026-09-19
- [대만 체육장관 선수촌 입장 제지…행사 1시간 넘게 지연](https://www.chosun.com/sports/sports_special/2026/09/19/GEPVIVL6HNFENI6U6ZDMBO5ZJM/) — chosun.com, 2026-09-19
- [안성 트럭 돌진에 母子 참변... 운전자 “급발진했다” 주장](https://www.chosun.com/national/regional/2026/09/19/OLS2HGLVGFHPTKK4JEIB7GBZEU/) — chosun.com, 2026-09-19
- [[사진]INI(아이엔아이), 아이치 나고야 아시안게임 홍보대사예요](https://www.chosun.com/sports/sports_photo/2026/09/19/HBQTOZDFMVRWIOJRMIYTCZJWG4/) — chosun.com, 2026-09-19
- [백지영♥︎정석원 초3 딸 "한달에 1cm씩 커 154cm, 다리털도 많다..진통제 먹어"](https://www.chosun.com/entertainments/broadcast/2026/09/19/MJSDKMTGMVQWEY3BMM4DAM3BGE/) — chosun.com, 2026-09-19
- [BTS](https://en.wikipedia.org/wiki/BTS) — Wikipedia, 2026-09-19