디지털 콘텐츠 기업의 현지화 전략 연구: 라인(LINE)의 태국 시장 진출 사례를 중심으로 = A Study on the Localization Strategies of Digital Content: Analysis of LINE's Market Entry into Thailand

다국어 초록 (Multilingual Abstract)

This study examines the rapid expansion of the global digital platform market, wherein numerous companies are endeavoring to penetrate international markets. Nonetheless, cultural disparities and the distinct characteristics of local markets present substantial challenges for these companies. In particular, despite its high growth potential, the Southeast Asian market presents a complex business environment and diverse consumer behaviors, making it difficult for global companies to establish a successful presence. Against this backdrop, this study conducts an in-depth analysis of LINE’s localization strategy in the Thai market. Since entering the Thai market in 2012, LINE has evolved from a simple messaging service into a comprehensive digital content platform offering various lifestyle-integrated services, such as LINE TV, LINE Pay, and LINE MAN. Thai consumers have a mobile-centric lifestyle and a high acceptance of social networking services (SNS) and digital payment systems. Recognizing this, LINE has expanded beyond basic communication tools to provide additional services in finance, entertainment, and delivery, embedding itself into users’ daily lives. A key factor in LINE’s successful establishment in Thailand is its accurate understanding of the country’s cultural characteristics and consumer needs, which have been effectively reflected in its services. Thailand has a deeply rooted Buddhist culture and a society centered on family and community. LINE incorporated these cultural elements by introducing features that strengthen user connections and continuously providing Thai-language-optimized stickers and content, fostering emotional engagement among local users. Additionally, LINE collaborated with influential Thai figures and well-known brands to implement localized marketing strategies, effectively increasing brand recognition. This study comprehensively analyzes LINE’s localization strategy in the Thai market from the perspectives of service adaptation, business model development, and organizational operations. The findings highlight three primary success factors: first, a differentiated market entry strategy; second, an effective marketing approach; and third, a localized service and operational strategy. Regarding market entry, LINE proactively entered Thailand by considering the country’s mobile and digital infrastructure and established a robust ecosystem through strategic partnerships. In terms of marketing, LINE maximized user engagement by leveraging familiar content and promotions tailored to Thai consumers. Lastly, its localization strategy involved actively utilizing local technical talent and operational teams to respond to consumer demands in real time. These findings provide valuable insights for global digital platform companies seeking to expand into overseas markets. Specifically, they emphasize that success in the global market is determined not only by offering services but also by deeply analyzing the cultural characteristics and consumer needs of local markets and developing tailored services accordingly. To achieve long-term growth in Thailand and other Southeast Asian markets, global companies must adopt continuous localization strategies and flexible operational approaches.