Dr. Lee Jun at the Department of Cultural Contents from Hanyang University ERICA Campus announced that he presented his research findings on November 1 at the ‘2025 Korean Language and Culture Society Autumn Academic Conference’ held in the College of Humanities on Seoul Campus. The presentation was titled: The Effect of Collaboration with Idol Industry on the Brand Promotion of New Content: Focused on the Disney Film ‘Wish’. 

This study empirically analyzed the impact of 토토사이트 지바겐 idol collaborations on the brand promotion effect and early market acceptance of original IP(Intellectual Property), using the example of Disney animated film Wish (2023) as a case study. Focusing on the OST ‘This Wish’ featuring Ahn Yoo-jin from the K-Pop girl group IVE, the research identified the path through which fans' familiarity and positive perception of the idol extended into the awareness, favorability, and behavioral intention towards the new content IP.

The study was based on an online survey of 100 Korean adults who watched the music video for ‘This Wish.’ The analysis results showed that the perception of K-pop collaboration had a significant effect on brand dissemination, both directly (=.227, p<.05) and indirectly (indirect effect 0.407, 95% CI [.318, .663]). Furthermore, fan activity (=.674, p<.001) was found to mediate the relationship between collaboration and brand promotion.

Dr. Lee Jun explained, "Collaboration with K-pop idols goes beyond simple promotion; it transfers the emotional familiarity of a star the consumer already likes to the brand perception, lowering the entry barrier for new IP." He added, "This allows the original IP to start with an existing fandom, mitigating the risk of early box office failure and accelerating the brand dissemination speed."

The research also confirmed a participation-based dissemination mechanism created by the 토토사이트 지바겐. Consumers felt a sense of freshness and favorability toward the OST featuring the idol, leading to voluntary participation in fan activities such as 'likes,' 'shares,' and 'remixes.' These behaviors were found to sequentially amplify awareness and recommendation intention through algorithmic distribution.

Despite being Disney's 100th-anniversary film and a new IP without a preceding series, Wish mobilized over 1.4 million viewers in the Korean market through its collaboration with IVE's Ahn Yoo-jin, achieving higher performance than the concurrent film ‘Strange World (2022).’ Dr. Lee Jun stated, "Idol collaboration is a strategic approach that enhances brand acceptance by extending the emotional trust of the K-pop fandom to the new IP," emphasizing, "The cross-media promotion structure that links OST – Film – Merchandise – CSR('Make-A-Wish' campaign) was particularly amplified through the K-pop collaboration."

This study is evaluated as the first to empirically demonstrate the effect of K-pop collaboration on securing initial awareness for original IP, mitigating market risk, and strengthening the structure of participatory dissemination. Dr. Lee Jun concluded, "The combination of a global brand and a regional fandom functions as a cultural strategy that enhances the emotional accessibility and local acceptance of content. We plan to continue follow-up research comparing collaboration effects across different genres and platforms."