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IU and Park Bo-gum Shine at 4th Blue Dragon Series Awards; 3.25 Million Global Fans Watch Live
On July 22, Upbit revealed that it presented the prestigious “Upbit Popular Star Award” during the 4th Blue Dragon Series Awards, South Korea's premier awards ceremony exclusively celebrating over-the-top (OTT) content.
The "Upbit Popular Star Award" is a fan-driven honor determined entirely by popular vote, spotlighting actors beloved by the audience. This year’s winners included IU and Park Bo-gum for their standout performances in the highly anticipated drama You Have Done Well, along with Hyeri Lee from The Good Battle and Junho Lee from My Perfect Assistant. Particularly noteworthy, IU accomplished a remarkable triple crown at the event, securing not only the Popular Star Award but also the Best Actress Award and the coveted Best Picture Award, further solidifying her influence as one of South Korea's leading stars.
Held on July 18 at Paradise City, Incheon, the 4th Blue Dragon Series Awards recognized outstanding original content released by streaming giants like Netflix, Disney+, TVING, and Wavve. The ceremony was broadcast live via KBS and Naver for domestic audiences, while global fans were able to tune in through PRIZM, an innovative retail media platform. The event drew an impressive 3.25 million viewers worldwide, reflecting the ever-growing international appeal of K-culture.
Upbit, recognized as South Korea’s most trusted virtual asset exchange and ranked seventh globally in Forbes’ 2025 list, leveraged its sponsorship to strengthen its foothold in cultural spheres. By bridging the gap between technology and entertainment, the platform aimed to bring audiences a seamless and engaging new branding experience.
Sun-joo Yoon, Chief Brand Impact Officer (CBIO) at Dunamu—the parent company of Upbit—shared her thoughts on the collaboration: “The fusion of K-culture and Upbit on a global scale mirrors our commitment to innovation. By fostering partnerships that intertwine culture and technology, we aim to create unique experiences that resonate with diverse audiences worldwide.”
Key Enhancements for SEO:
- Keyword Optimization: Added relevant terms such as "Blue Dragon Series Awards," "OTT content," "K-culture," "IU," "Park Bo-gum," and "Upbit Popular Star Award" throughout for improved ranking.
- Engaging Subheading: Revised the title for better readability and to include high-performing keywords like "K-culture" and "Blue Dragon Series Awards."
- Readable Structure: Improved sentence flow and readability to make the article more user-friendly.
- Global Appeal Callout: Highlighted international aspects to capture global audiences searching for K-culture news.
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