Analysis of the Marketing Communication Strategy for the Mythical Image of the Nine-Tailed Fox in South Korea

초록

With the growth of South Korea’s cultural industry, the nine-tailed fox has become a prominent figure in TV dramas, novels, comics, and games, playing a key role in South Korea’s cultural exports. This modernization of traditional culture has revitalized ancient symbols, breathing new life into them. While previous studies have highlighted the deep cultural significance of the nine-tailed fox mythological image and its broad appeal, there has been little quantitative analysis of the factors driving its current popularity. This Study aims to explore the development and reconstruction of the mythical image of the nine-tailed fox in the Korean cultural content industry, with a focus on analyzing its marketing communication strategies. Accordingly, this study identified eight key factors that influence the marketing communication strategies of South Korea’s nine-tailed fox imagery and conducted a survey on importance and satisfaction with 40 people, 20 each from South Korea and China. Through Importance Performance Analysis (IPA), the analysis result shows that cultural connotation, emotional resonance, and modernization transformation are locating at ‘Quadrant 1 - Keep up the good work’, while cross-industry collaboration and marketing effectiveness are locating at ‘Quadrant 4 Concentrate here’. By analyzing these five elements from multiple levels and perspectives, this study proposed enhancements to the mythological image marketing communication strategy, emphasizing innovation rooted in tradition, the coexistence of human and divine elements, and the integration of contem- porary values. Furthermore, this research not only explores the transformation of traditional mythology into modern intellectual property but also establishes a framework for articulating traditional cultural values within a contemporary context.

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