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Bias line: a business plan for a community oriented K-pop store
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Resumo(s)
This thesis develops a professional project aimed at designing a business model for a K-pop store in Porto, Portugal, with the broader goal of expanding access to this subculture and supporting its local fan community. The study pursued three objectives: to examine the profile, motivations, and behaviors of Portuguese K-pop consumers; to map the national K-pop market and analyze competitors; and to propose a business model for a physical retail store that addresses both consumer needs and market opportunities. Two qualitative methods were applied: semi-structured interviews and a documentary analysis of competitor websites. Findings indicate that Portuguese fans exhibit a strong sense of community, rely heavily on social media, and express frustration with the lack of physical stores. Competitors were found to undervalue mobile optimization while maintaining strong community ties. Based on these insights, the proposed business plan for Bias Line emphasizes accessibility, cultural experience, and community development, supported by clear segmentation, branding, and financial planning.
Descrição
Palavras-chave
K-pop Portugal Community engagement Fandom Retail