Communications in Humanities Research ISSN: 2753-7072
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Research Article

A Comparative Study on Communication Strategies of Idol Groups Between China and the US from the Perspective of Scenario Communication: A Case Study of K-pop Boy Band NCT

Jingling YaoZhejiang Conservatory of Music*

* Corresponding author: [email protected]

Abstract

This paper employs the theory of scenario communication as its core analytical framework, focusing on NCT's communication strategies in China and the United States against the backdrop of cultural globalization and the booming development of digital media. Regarding communication content, NCT focuses on building virtual intimate relationships with Chinese fans via fan community applications and offline album signing events, etc. In the US, it relies on Hip-Hop elements and mainstream television programs to create a pseudo-environment of American popular culture. In terms of communication forms, NCT implements interpersonal communication and mass communication strategies in China and the US. Despite differing paths, both strategies aim to establish deep audience identification and achieve commercial value through disseminating cultural content—leveraging the Cultural Economy to drive the Financial Economy. This adaption model of NCT represents a typical pathway for the K-pop industry in implementing the 1998 cultural strategy of South Korea of promoting cultural exports.

Keywords: Scenario communication; NCT; Communication strategies in China and the US; Virtual intimate relationships; Pseudo-Environment
Published: November 19, 2025
DOI: 10.54254/2753-7064/2025.HT30051
Volume: CHR Vol.97
pp. 140-146
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