Highlighting K-Baseball Marketing Strategies and Fan Culture Fueling Sports Hallyu

The Ministry of Culture, Sports and Tourism (Minister YU In Chon, MCST) invited foreign correspondents to the Incheon SSG Landers Field on March 26 (Tue) for a game between the SSG Landers and Hanwha Eagles. The event highlighted the Korean Baseball League (KBO League)’s diverse marketing strategies and vibrant fan culture.

Annually, the MCST offers opportunities for foreign journalists in Korea to immerse themselves in and understand Korean culture through a variety of programs. In 2024, to celebrate the KBO League’s regular season opening, a cultural planning program was developed in partnership with the SSG Landers. The goal is to foster a sports-driven Korean Wave (Hallyu) through “K-Baseball.” By enhancing foreign media’s comprehension of Korean professional baseball, a national pastime and spectacle for international fans, the MCST aims to promote the spread of K-Baseball as a facet of Hallyu, paralleling the global influence of K-Pop.

Visiting game facilities, meeting with officials, watching matches, and experiencing the cheering culture

Foreign correspondents began their visit by exploring the entirety of the SSG Landers Field, encompassing player facilities such as the dugout, spectator seating, and fan amenities. Their tour was followed by discussions with SSG Landers’ officials, which offered insights into the history and distinct culture of Korean professional baseball, as well as the diverse marketing strategies employed to grow both domestic and international fan bases. This provided the journalists with a deeper understanding of Korean professional baseball’s increasing global prominence. The journalists then experienced the unique spectator culture of Korean professional baseball at SSG Landers Field’s renowned “BBQ Zone,” where they enjoyed grilled meat while watching the game. They also delved into the vibrant cheering culture, marked by continuous support from cheerleaders—an aspect that has drawn international interest.

YONG Ho Seong, Deputy Minister from the Ministry of Culture, Sports and Tourism commented, “We hope this program allows foreign journalists to fully appreciate the enthusiasm of Korean baseball fans and the distinctive cheering culture that epitomizes K-Baseball and to share it globally. Our aim is to ignite a sports-driven Hallyu that attracts international fans to Korea. Moreover, the Ministry will persist in promoting Korea’s attractions globally through various events, including press tours aimed at the foreign media.”