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This report provides insights into the K-pop industry and the fanbase supporting it. Following an overview of the domestic music market and K-pop in particular, this report will cover major companies and artists within the industry, as well as the trainee system fundamental to training these artists. Fan culture and its relation to consumption behaviors is further examined, and then expanded into an exploration of the larger phenomenon of hallyu, which describes the rising popularity of South Korean pop culture and entertainment worldwide, with a focus on its function as a brand and its impact on South Korea's image.