The role of digital platforms in scaling Korean startups internationally

In recent years, startups have been in demand and supported in numerous countries. Countries like South Korea are using digital marketing tricks and strategies to make their presence beyond the local market. They have started to target the international market by using their recently developed worldwide popularity of the Hallyu wave. These startups are using platforms like YouTube, Amazon, and SEO to optimise their websites so that they can reach audiences beyond South Korea. This paper explores how the startup sectors of South Korea, including beauty and cosmetics, technology, fashion, FinTech, edtech, healthcare, and Genentech. How do they utilise the digital tools to build brand visibility among the global audience? Through case studies and real-world examples, the study also concentrates on the challenges businesses face, like global competition and cultural localisation with limited resources. This research paper also examines the significant role of influencer marketing, particularly through K-pop and K-Drama artists and how this strategic marketing move has contributed to South Korea's economy and its presence at the world level. Analysing these trends, the study reveals Korean entrepreneurs’ extensive use of digital globalisation, inspiring emerging startups seeking international growth.