• #Marketing strategy
• #Arts and Humanities

This study explores strategies for cultural communication and cultural product marketing for the German market launch of the Korean performing arts work, *Opera Chunhyangjeon*. Unlike previous research focusing on partial marketing aspects, this study proposes a comprehensive and integrated strategy for overseas export, emphasizing the importance of intercultural communication research. It is expected to contribute to the development of the Korean Wave cultural industry and lay the foundation for creating high added value in cultural exchange with Germany.