Oreo x Blackpink: Creative Strategy and the Dynamics of the Cultural Industry

Abstract

This study aims to analyze creative economy strategies and cultural industry dynamics through a case study of the Oreo x Blackpink collaboration. The research method used is qualitative with a case study. Data collection techniques were carried out through observation and literature review. As a global brand that has become part of contemporary popular culture, Oreo leverages the nostalgic value and the consumption ritual of "twist, lick, dip" to maintain its market position. The collaboration with K-pop icon Blackpink is a creative marketing strategy that uses limited-edition packaging design, new flavor variants, and the inclusion of exclusive photocards to attract the interest of the younger generation and create collective demand. Economically, this strategy has proven effective, achieving a market share of 28.31% and becoming the most popular cookie brand in 2022. However, this analysis also highlights the sustainability challenges of the strategy, which risks being perceived as a seasonal gimmick if not accompanied by substantial product innovation. The study concludes that while popular culture integration can provide a significant short-term sales boost, companies need continuous innovation to build deeper consumer relationships at the macro business scale.