Case Study: YG Entertainment achieves global fan visibility and real-time insights with Sprinklr Modern Research

How YG Entertainment harnesses global fandom with greater social media visibility

YG Entertainment, the 25‑year‑old South Korean entertainment company behind acts like BIGBANG and BLACKPINK and valued at roughly 1.16 trillion KRW, needed better global visibility into fan conversations to quantify the impact of viral news, identify new markets, and deepen one‑to‑one connections with fans as it expanded merchandise and other revenue streams. The company faces a roughly $7 billion market opportunity and massive scale—millions of fans across languages and platforms—so timely insights and sentiment tracking were critical.

In May 2020 YG implemented Sprinklr Modern Research to unify listening across 30+ digital and social channels, monitoring roughly 30M mentions per month and surfacing real‑time sentiment and AI Smart Alerts. That visibility helped the team spot and resolve a UK reseller issue quickly, identify emerging markets like Brazil, streamline fan‑conversation monitoring into a data‑backed model, and position the company to scale personalized engagement and further Sprinklr solutions.

YG Entertainment

Ethan Sunguk Song

Head of Platform Group