This study targets export marketing professionals working in the visual media industry and aims to clarify the relationships among top management factors, interdepartmental cooperation, organizational character, marketing capability, environmental factors, and export performance as elements for enhancing export marketing of visual media companies, based on Jaworski and Kohli's (1993) prior research on market orientation focused on the Korean Wave (Hallyu) industry, which has been actively expanding into overseas markets. A theoretical research model was proposed based on existing studies on each variable. The survey was administered to a total of 306 employees from 36 companies, including the major terrestrial broadcasting networks KBS, MBC, and SBS, and a final sample of 106 respondents, primarily marketing professionals, was used for the analysis. The results were found to be partially similar to those of previous studies on market orientation by Jaworski and Kohli (1993).