Аннотация: High competition is a common occurrence for every market field nowadays. Show business and entertainment industry are not an exclusion. Everyone listens to music every day but now audience is interested not only in singer’s skills, in meaning of his songs and goal of work but , also, in his personal image, behavior, bright performances etc. Personal branding has been developed especially in South Korean music industry, so, k-pop ( genre korean pop) could attract fans from all over the world and increase country’s income several times. In this article there will be reviewed the most successful cases of PR-specialists’ work in creating personal brand for music groups in South Korea.