The K-Pop industry is full of various merchandise and goodies available for fans to purchase. May it be the albums, often released with different versions, or the inclusions inside each album, there is a lot of merchandise produced, so much that fans struggle to keep track of everything. Because it doesn’t stop at the albums. Even if they are the main good purchased by K-Pop fans, there are many more derived products being sold, such as plushies, official tour merchandise, it can be shirts, bags or event accessories, and stationeries. No matter what kind of merchandise it is, fans are fond of it and want them all.
The production of so many goods is pushing the fans to buy more, to collect in order to have as much as possible. However, collecting all those products comes at a very high cost, not only financially but also spatially and sometimes emotionally. Because that merchandise represents a lot to some fans, it can be heartbreaking sometimes to not be able to buy a certain product, or not obtain it when it was expected, that is especially the case for photocards included in albums. So why is the collection culture so important for K-Pop fans? And how is this collection culture encouraged by the industry itself?
1. A Feeling Of Satisfaction
The first and most important reason why K-Pop fans have so much interest in collecting K-Pop goods is that it gives them a feeling of satisfaction and happiness. Of course, who does not like to own things related to their hobbies and passions? It would be the same for other fields like sports or cars, people would often enjoy collecting goods related to what they like. Even if it might seem superficial to those who do not tend to collect or see an emotional value to objects, some goods are the most precious items for some fans.
2. The Sense Of Ownership
Another reason that pushes fans to collect is the feeling of ownership. Not ownership of the idols themselves of course, but the owner of the merchandise related to those idols. It is a different feeling to see pictures of something and actually own it. Some fans will be happy simply by watching the pictures of some albums, photobooks, or even photocards, but some other will need to buy the album, feeling like it is their own good to be happy. There is nothing wrong with it, of course, it is always nice to know that something is properly ours, not that of anyone else. Especially if it is something that has a high value in our own perspective.
3. Owning Unique Items
ATEEZ’s Twitter
Not all items sold in the K-Pop world are considered high value, especially financially speaking, but some items are quite unique and worth collecting. First of all, there is limited edition merchandise. These can be tour merchandise, pop-up store merchandise, or limited edition albums. This is true for every situation, when an item is considered a limited edition, it automatically makes it special and of great value, because it means only a few amounts of people will get to own it. Some other merchandise is not specifically labeled limited edition, but they are some sort of unique items, the preorder of benefits. those are often photocards, which are different from the ones released in regular albums. They can be obtained by pre-ordering some merchandise such as albums, or lightstick for example. Or they can be collected when participating in events such as fansigns and lucky draws. For those events, a specific and unique series of photocards will be released, and only available during the time of the event. After that, they won’t be produced ever again. That adds another reason for fans to go and collect all those goods.
4. Supporting And Showing Love To Artists
Last but not least, fans enjoy collecting items from their favorite group or artist because it is a way for them to support their artist, in a different way than cheering for them with their voice. By buying albums, fans help their artists rise in the music charts, and get awards and recognition from netizens. Of course, the idols will not know individually who bought which album, and how many of it, but it is a group movement, global support of all fans’ joint efforts, and love for the artist.
But of course, if fans are ready to buy and collect merchandise to a certain extent, it is because they are encouraged to do so by the K-Pop industry in diverse ways.
1. The Release Of Infinite Goods
SEVENTEEN’s Twitter
If fans can buy so many albums and photocards, it is because a huge amount of each is being produced. Of course, albums are the items that are the most produced and sold as they are the main merchandise within the K-Pop industry. K-Pop is more than anything a music genre, so it only makes sense that the merchandise everyone wants to acquire is albums. However, fans are most interested in the inclusions of the albums, often being a photocard or more, some sticker or postcard, and whatever bonus inclusion there might be. This is the core of the K-Pop merchandise. And even if all goods released do not last forever depending on the type, agencies always come up with brand-new merchandise to make sure to keep fans around.
2. The Limited Edition Merchandise
Some fans are ready to spend a lot on limited merchandise, and agencies know about it too. Spending a lot does not mean the items are expensive, but some fans like to have the entire collection of limited edition merchandise, so when the obtention of goods is random, some of them are ready to buy many times the same merchandise in order to obtain an entire set of limited edition merchandise. This is especially true when it comes to photocards. That is why agencies are always coming up with so many lucky draw and fansign events when a group is promoting. This also applies to tour merch, and especially member-design products. They are often produced in small quantities making them hard to obtain even for people attending the concert and passing by the merchandise booth. And as it is member-designed objects, they are often considered even more valuable by fans.
3. The Trends
Lifefourcuts’ Twitter
Because agencies are companies, they always have a close look at what is trendy and make sure to make use of it. For example, those days, metaverse and other virtual platforms are very trendy, so many agencies decided to come up with new designs for photocards, which as AR cards. Instead of having a proper photocard with a picture of an idol like there was until now, some albums now contain AR cards that are meant to be scanned via a designed app in order to see a 3D version of a member, or sometimes even a full video. Some fans did complain about this new format, finding it a waste considering that there is still material support for the AR card, but other fans are really satisfied with this new type of good that follows the trend. Some agencies are even starting to release old albums again, in a new format including AR cards and other virtual goods. This way, they are engaging fans to collect more, even if it is supposed to be items they already own, they make sure to add changes so that fans can purchase it again and have a different experience every time. This strategy also works with K-Pop lightsticks and their different versions. The old versions are working just fine most of the time, the only reason new versions of a lightstick are released is that it makes it looks like the group is changing its image, renewing it, and giving a fresh feeling.
There are indeed many reasons why K-Pop fans are so attracted to collecting goods all the time, and after knowing all the reasons, you should understand this side of the K-Pop world even better!