The use of transmedia storytelling as a communication strategy has become increasingly popular. There are several platforms that can be used to build transmedia storytelling. The BTS Universe created by the South Korean musical group BTS, has been using the most diverse types of media, including Webtoon. In order to understand the existing relations between the webtoons and transmedia storytelling and the South Korean music industry, it is necessary to aim the telescope at the universe of the webtoons and the South Korean cultural industry. Therefore, it is necessary to present the origin of webtoons, what differentiates them from other media, as well as understand the functioning of the K-pop industry. A case study is then carried out to analyze the particular case that is BTS Universe as a communication strategy and the role played by the webtoon Save Me. By doing so, it is possible to understand the reasons for choosing Webtoon as a medium to integrate BU and its role within the storytelling.
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