Digital Trends in the Consumption of South Korean Music Industry Cultural Products

Over the past few years, there has been rapid growth in South Korean music industry. Due to such strong growth, this industry is experiencing oversaturation. Therefore, are problems creating and introducing new products market, as well finding export markets. In conditions, use of digital marketing cultural developing, digitalization content consumption. This study focused on trends consumption Russia. The analyzed Korea, its segmentation, main values. Additionally, competitive environment market was analyzed. order identify trends, representatives target audience Russia were studied. As a result, consumer patterns regarding identified.
 Keywords: product, consumption, communication, industry, Hallyu