The proliferation of the Korean Wave, or Hallyu, has fundamentally reshaped consumer landscapes across Southeast Asia, evolving from a niche entertainment interest into a dominant cultural force driving the digital economy. While the fashion and beauty industries have successfully leveraged this phenomenon, the consumer electronics sector faces distinct challenges in connecting with Generation Z and Generation Alpha. These cohorts increasingly prioritize emotional resonance and community identity over traditional technical specifications and utilitarian value. This study investigates the disconnect between functional electronics marketing and the emotionally driven consumption patterns of K-Pop fandoms. To address this gap, this research employs a qualitative mixed-method approach, utilizing digital ethnography to analyze fandom engagement behaviors on Twitter (X) and TikTok. The study focuses on data derived from recent high-profile collaborations between K-Pop artists and major electronics brands, specifically within the key markets of Thailand and Indonesia. The results identify parasocial interaction—the psychological relationship fans experience with their idols—as the primary variable influencing purchase intention. The analysis reveals that successful digital marketing strategies in this region successfully de-commoditize electronic devices, reframing them as essential merchandise that facilitates a closer digital proximity to the artist. Furthermore, the data indicates that organized fandom activities, such as streaming parties and hashtag trending, function as unpaid but highly effective grassroots marketing channels. The paper concludes by outlining strategic implications for consumer electronics firms. It suggests a paradigm shift from feature-centric advertising to community-centric campaigns that respect the participatory culture of fandoms. By authenticating the fan experience through exclusive digital content and integrated ecosystem experiences, brands can secure long-term loyalty in the competitive Southeast Asian market.
Keywords: K-Pop Fandom, Digital Marketing Strategy, Consumer Electronics, Parasocial Interaction, Southeast Asia, Gen Z Consumer Behavior, Participatory Culture.