Why is “K-pop” popular in China: Research on the consumption behavior patterns in the New Media Environment

With the entertainment industry and the prevalence of consumerism today, the birth of the fan consumer culture in recent years has shown more and more powerful influence, fan economic market is growing. The emergence of new media communication channels, so that the emergence of new ways of communication, and then to provide a broader fan consumption exchange, trading platform. “Hanyu” also has many loyal fans in China, especially “K-POP” fans.This paper takes the “K-POP” fans in China as the main research object, studies their consumption behavior, analyzes the causes of this phenomenon and the factors that affect the consumption behavior of fans, further enrich the research results in the field of cultural consumption, explore the unique advantages of fan consumption culture for better manufacturing of Chinese products and dissemination of Chinese culture.