Navigating Soft Power in Pop Culture

In this chapter, the speakers explore the concept of 'soft power' through the lens of cultural exchanges and contemporary marketing. They illustrate how global brands can authentically connect with consumers by engaging with diverse cultural phenomena, such as the rise of K-pop and niche fandoms. The discussion emphasizes the need for brands to adapt their strategies to local cultures, highlighting successful examples like Coca-Cola's Coke Studio initiative.