K-pop is popular all over the world and has become a global phenomenon, no longer just in Korean culture. K-pop artists not only sing well, but also perform complex and elaborate choreography and show high-quality performances on live stages. Their performances are like a piece of performing art, mesmerizing viewers. Also, K-pop artists, who value communication with their fans, try to bond deeply with their fans on stage and in their daily lives.
In particular, K-pop’s fandom culture is very special and powerful. Fans actively participate in various ways, such as purchasing albums, participating in concerts, and social media activities, to support their favorite artists. Also, a sense of community among fans plays a role in K-pop culture.
Fandom is an important target in the consumer market. The purchasing power of enthusiasts who are enthusiastic about certain brands and brands is stronger than any other group. They open their wallets without hesitation and voluntarily engage in promotional activities. The consumer market uses fandom for promotional purposes.
Popular among K-pop artists, Seventeen took place in Apgujeong, Gangnam-gu, Seoul, on October 14th for its comeback celebration, “SEVENTEEN STREET in Apgujeong.” It has had a huge impact on the consumer market as well as the culture. A nearby cafe, florist, perfumer, and restaurant have signed a collaboration called “SEVENTEEN STREET in Apgujeong.” Seventeen fans can visit the stores that have signed the collaboration to purchase limited-edition menus or merchandise. The stores can earn revenue by utilizing Seventeen’s fandom. Both can benefit.
SALLY LEE
US ASIA JOURNAL
