This paper searches for innovative strategies in the promotion on social media through the example of a High-Tech society such as South Korea. The Thesis analyses the inventiveness of promotional strategies on social networks of the South Korean entertainment industry, more precisely on the social media from the pop group BTS. The research also includes an analysis of Hybe Corporation, which stands behind BTS' social media campaign. South Korea is globally an innovative High-Tech leader, and Hybe is the fifth most innovative company in 2020, also on global scale. Along with that, BTS is currently the most popular K-pop group worldwide and they are, at the moment, the main representatives of the Korean Wave; a phenomenon whose influence has been examined for the past 20 years. The research covered promotional campaigns for BTS' singles and events during 2021 on social platforms Twitter and Weverse. It also included Hybe Corporation's work and investments through the analysis of press conferences and interviews. The research method is mixed to provide a comprehensive overview of innovative promotional strategies in the music industry. Qualitative and quantitative content analysis was used for BTS' social networks posts and a case study for Hybe Corporation. The results indicate the innovation and use of new technologies such as artificial intelligence and the expansion of artists' intellectual property for the purpose of creating creative content that transcends the boundaries of languages, countries, online and offline.