Socio-Cultural
20111228_seoulbeats_SHINee

K-pop Merchandising: Exploiting the Consumer

72
Written by On January 1, 2012

Not that long ago, idol group SHINee released a photo book, filled with tips and information regarding the city of Barcelona and SHINee’s personal adventure there. Complete with pictures, journal like entries, and experience and passion, this item is a must have for every Shawol! And for $44.99, it can be all yours.

So who the hell buys this stuff?

The truth? A lot of people. Traditional fanfare has consisted of CDs and maybe a poster. But in K-pop, that isn’t even the half of it. From passport holders, trading cards, scheduling diaries, and mobile straps, there is a plethora of merchandise out there that can transplant the faces of your favorite idols from the computer screen onto your everyday life: from the tissues you use to eat, to the mug you use to drink, and to the pillow you use to sleep. And fear not: there is an entire market ready to eat up all these products.

There is a sense of legitimacy gained from purchasing a physical piece of merchandise. After all, you’re supporting the artist. As someone who owns quite a bit of merchandise myself, I get it. Nothing can get me through hours of notes on Michael Snow like seeing DBSK’s Yunho’s face. But hold your breath before you call me a hypocrite, because I only get it to a certain extent.

Companies know that there is a market for this stuff, which is why they make it. First, demand, and then, supply: Fans want the folders, the key chains, and the jewelry. But with products like SHINee’s photo book, companies seem to be exploiting the consumer. After a certain point, it becomes a case of supply and then demand.  Companies know that these people exist, so they push the envelope and take advantage of the aforementioned sense of legitimacy and support by making merchandise of all sorts, knowing that people will buy it in order to obtain fan satisfaction. And SHINee’s photo book is but a current example. Big Bang’s paper figure set? Or 2PM’s star collection card? Or the Dream High photo card set? We’re all quick to claim that X group is Y Company’s cash cow, but we forget that as fans, we are their biggest cash cow.

Having the face of your favorite idol plastered all over your stuff isn’t necessarily a bad thing. But a photo book of SHINee? Unless you’re going to be planning a trip to Spain centered based off of this photo book (and that’s disturbing in its own right), most people will probably purchase this product, look through it once, and let it collect dust for the rest of eternity. But if paying $44.99 for a dust collector isn’t a textbook case of consumer exploitation, then I don’t know what is.

Companies know that there are fans that will do anything to support their artists. They know that there are fans that will allow this merchandise and their fandom consume their life, and thus, they know that there are people to exploit. And so they churn out the most ridiculous of things. Just wait: before you know it, you will be able to purchase a 2NE1 toilet plunger, BEAST underwear, and if the companies feel extra generous, a lock of DBSK’s hair.

This is standard industry practice. We as fans have allowed the need to support our fandoms with merchandise to consume our lives. We will pay for the craziest of things and we’ll pay good money too. Companies observe that, acknowledge that, and indulge that by putting out products that can literally follow you from the moment you wake to the moment you sleep. And doubtlessly, we are partially at fault. Companies would not make these things if no one were willing to buy them. But there is a difference between giving the market what it wants and creating the market that you want. In this instance, companies are stretching the boundaries and confines of their merchandising to include the sales of certain products, and in doing so, they exploit the fan desire to have everything related to and associated with their idols.

(yeasia.com)

And for those who were wondering: SHINee underwear doesn’t exist. So don’t ask me because even if it did, I wouldn’t know where to get it and you shouldn’t want to know where to get it either.

 

 

 

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  • Anonymous

    Call me a snob, but I’m willing to shell out cash for any quality merchandise. Unfortunately, some of the variety seems poorly made. I like concert towels–make me feel Korean. Underwear, on the other hand, may be a bit much.

    • Wolfsxrain19

      concert towels make you feel korean?

      • Anonymous

        Just a hyperbole since I actually got to use the only towel I had at the time at a live concert, which is rare in my corner of the world. 

    • lalala

      O_O

    • ggoma

      Haha you aren’t a snob, you are a wannabe. Sorry to burst your bubble, but no matter how much you love Kpop or how many concert towels you own, you’ll never be Korean.

      • Anonymous

        I own exactly two so I don’t know how that makes me a wannabe. And, what’s wrong with not being Korean? From what I can see, Kpop loves non-Korean fans so it can brag about its world domination.

  • Johnny

    The only merchandise I will buy from my fave artist has to do with music which is either the album and a concert DVD. Any other shit I will not waste my hard earned money on.

    • http://kpop-rumblings.blogspot.com/ Enigmatic Sphinx

       Sadly these are things that some artistes cannot get right. But you are right because a performer should be about music and performances first.

      • Anonymous

        agreed. i actually liked bb back in 07 cos i heard one of their songs and liked it but only found out what they looked like 2 years later! as much as their faces/ public personas are nice, the music has got to count too

  • http://twitter.com/#!/perfumeah perfumeah

    Personally (as somewhat of a closet fan) I find the idea of having even my favorite idol’s face plastered everywhere kind of creepy. 

  • Anonymous

    I would love to get paid to go on vacation to Spain and many other countries. Where do I sign?

  • Ann

    I limited my self to only buy music related products, such as album and concert video. I also find it kinda creepy and wasting of money w/ fans buying all products from their idol, e.g. towel, photocard, photobook (and the idea of having their faces plastered in my undies freak me out! LoL)

  • maldita

    A friend of mine visited Seoul a couple of months ago and came back with Yunho socks just for me. They’re cute, but totally not something I’d go looking for.

    The only things I ever spend on are DVD’s and concert tickets. Things that I save up for for quite a while. I’m not even really a big Super Junior fan, but for the SS2 and SS3 stops here in my country, I ended up shelling almost $200 for front row tickets each time they came here.

  • http://gabidubu.tumblr.com Gabi

    I consider myself a Shawol, even if I don’t have Shawol friends (although I would like to know shawols in their 5 senses). So, as a fan, of course I want that photobook, but I understand that if I don’t get to buy it I won’t die, nor I will be less of a fan. But oh, it would be a different story if I were Spanish! I would actually have a chance to go to those places AND make good use of that photobook. After all, Barcelona is a beautiful city I would love to visit, whether SHINee were there or not. 

    And yes, that underwear is disturbing, I certainly wouldn’t like to have my biases’ faces near my private parts.

  • Anonymous

    When I first started listening to KPop, I fell in love with 2PM. And I wanted to buy all their albums to see their musical progression. Lo and behold, most of their “albums” had the same songs on them. I remember being like, “Wait, wait wait. You want me to shell out another 20 bucks for different albums with the SAME songs on them?” I was so confused until my friend explained to me the difference between real albums and “mini-albums.”

    To me, it screams lazy and money hungry, but it’s something I’ve gotten used to. O_o

  • SweetiePie54

     I think it’s interesting how much fans spend for memorabilia. In my heyday, I was all about Backstreet Boys and I bought every single video, cd etc etc, but even as a teenager I was always conscience about the price and wouldn’t spend over $50 on memorabilia. I was a crazy fan, but a broke, crazy fan. Recently, JYJ released their Come On Over JYJ DVD and while I do want to watch it and it would be cool to own, I can’t imagine spending $300 excluding shipping to own the DVD. $300 is WAY too much to spend on a DVD set even if it is JYJ. If some fans are able to buy it, then that is amazing for them but I am curious where the money comes from. I have a full-time job and could buy it if I really wanted to, but I can’t even imagine spending that much money on a DVD set. I wonder how younger fans, in high school or even younger, get the money to buy memorabilia and what they give up to support their favorite idols/singers.

    • Anonymous

      i somehow felt a bit guilty but happy that i didn’t buy mussic essay previously. i had a hunch that they’ll release some of the tracks in an album next time and ta-daah, in heaven came. haha. i only bought a single album of in heaven, is it okay to call myself a fan? :p

  • Anonymous

    I personally don’t buy anything apart from CDs, DVDs and the occasional posters. I’ve always considered a diary, or schedule planner, but that’s about it. Anything else I find kinda useless and/or creepy. I don’t feel like I’m less of a fan for not buying them, because I follow most groups for their music, and buying their music merchandise is enough for me. 

    Also, another reason why I wouldn’t buy such merchandise (like socks, towels, clothes) is because they’re visible. Although throughout the years kpop has become more accepted, I still remember what it was like when it wasn’t, and frankly, I don’t ever want to experience what I went through again. So by not purchasing these products and using them in public, I feel safer.

    I don’t normally keep up with these merchandises because it’s not part of my interests, but I still think that the contact lenses with Jaejoong’s face printed on is still the creepiest thing I’ve ever seen (DBSK dolls coming in second). Come on kpop, that was 4-5 years ago! 

  • kc

    but who wouldn’t want to have SHinee on their crotch?
    jokes aside, I wouldn’t mind having that book if it were a quarter of the price, I mean Barcelona is beautiful and OnTaeKey is pretty as well… so a good combo… but to pricey for me…
    it’s the fans who are stupid enough to pay nearly fifty bucks for a photobook, why should the people slapping on the price tag be looked down upon?

  • http://www.callmepatricia.com Patricia

    Guys, can someone please explain the appeal of having posters of idols on one’s bedroom wall?  As much as I love the beautiful faces of my fave idols, I don’t want them staring down at me while I’m sleeping ._.

    I honestly think it takes a certain kind of fan to want to buy all these products without being embarrassed. Judging from the comments below, I don’t think all fans are the type to leap at the opportunity to buy a pillowcase with DBSK’s faces on them (these actually exist at SM’s official goods store in Taipei; I was appropriately horrified), but the separation between fans who will buy these superfluous goods and those who will not might also be the same separation between the fans who are somewhat embarrassed about their interest in K-pop and those who are not. I mean, it takes a certain amount of shamelessness to have the faces of your favorite idols printed on everything you own, but there are quite a number of fans who are just that shameless about their K-pop obsession. And there’s nothing fundamentally wrong with that, but then one has to wonder if these K-pop companies are looking to target a certain kind of fan by putting out these (admittedly ridiculous) products, which then leads one to wonder if the K-pop fandom industry is meant to attract a certain kind of fan, period. That is — are some of us low-key, “closet” K-pop fans even meant to be the target audiences of K-pop fandom in the first place?

    It really says something about a K-pop company’s target audience when SM’s official goods store in Taipei ONLY sells overpriced paper goods with idols’ faces on them. Fans, notebooks, tumblers, magnets, stickers, framed pictures, posters, any Cafepress-esque item you can think of. And yet, there’s not a single SM artist album to be seen in the entire store. But hey — they’re still making good money from fans who actually want all that overpriced crap.

    Personally, I’m perfectly satisfied with the idea of K-pop companies not catering to so-called low-key fans, but it would be nice for SM to put out products that were less tacky and more reasonably priced. But it’s not as if SM was planning to make money off of these low-key fans, anyway. If only, if only.

    • cheekybo

      about the posters on the wall. wait till you get to college. you’re gonna want something to decorate your dorm room with :D

      • Mija

        you are so right! at my school they have a poster blowout sale every semester and people go crazy in there

  • ggoma

    If people are stupid enough to waste their money, then let them. Eventually everyone grows out of fandom, so they will eventually get it.

  • Anonymous

    Like Subi said it’s the nature of Kpop fandoms, well… fandoms in general actually, that lets these companies get away with supplying totally redundant items to the consumer, because it’ll welcomed with open arms.

    Now I’m not going to go around and tell someone what they should and should not buy. If you want the item, as redundant as it may be, then do you. If you have the funds for it, you can do whatever you want with it and no one can really stop you. But as a consumer you have to be smart about what you buy because a lot of the time you get caught up in the hype and you might end up regretting your purchase. 

    A company can go all out and make all these products with the idols’ faces on it, but it’s up to you whether or not you to buy it.  The Kpop industry is just like any other entertainment industry, it’s out there to make money.

  • Issy

    One of the things I did at a label in the US was merchandising.  Merchandising people love rabid fangirls because they will buy anything.

    I love crazy merchandise like KPop socks.  I tend to stick to buying CDs, DVDs, fan lights, and phone straps though when it comes to KPop merch.  Although I did buy a YG cape/blanket because it made me laugh (wearing it now, in fact).  There is a limit to what I’ll buy though.  For example, I’d never buy those boxes of cards some groups have (What am I supposed to do with them anyway?).  I don’t care about photo books at all.  I’d never spend more than $100 for anything unless it was spectacularly cool and there isn’t very much merchandise that I would think was that cool.

  • Anonymous

    I’m cool for other kinds of merchandise, I think what’s really over the top is the different versions of a CD that they release. I remember TVXQ had 4 versions of the same CD. 

    • Issy

      They have to recoup some of that money that they lose from the rampant downloading somehow.  Multiple versions of CDs and singles is one of the easier ways to do it.  The fans that will buy all the versions make up a little for all the people that just download, unfortunately.

  • Anonymous

    i remember when i was a kid, i like bsb and nsync. the only celeb merchandise i ever bought beside the cds, was 1 justin timberlake folder cause one of my friends got one and i decided i want to get one too.

    afterwards, I realize that all i wanted was the music and that is it. i wasn’t interested in owning the photobooks, cards, key chains, making of dvds, etc

  • tectonic

    jong hyun would be on the hot pink underwear aw ye

  • Michelle

    Japan merchandise is scarier…..

    • Anonymous

      yeah, how overpriced those anime merchandise…

  • Aibaluv

    i stick to CD’s and DVDs all the other stuff is extra crap that i would most likely throw away eventually so y waste the time buying it??? i just want the music…

  • Xynotyx

    I never ever understood why fans want to buy such stuff, it’s not like you’re gonna used it every day or actually used it for that matter! I willing to bet that most foreigners fans will never ever show in public his/her socks with Yunho’s or 2Pm face on it! You will be seen as a freak(sad but true).For example i’m a cassie but I never bought AADBSK neither more copies of the same CD, mostly because i’m a fan of their music, if later I like their personalities(which we don’t now for sure either since all is so manufactured) it’s only like a plus for me!

    But you have to take into account that Kpop fans aren’t the only ones to buy such things. There is mainstream music merchandise everywere only that Kpop merchandise its all in your face and US(just an example) is more ¿hidden¿

     I have a hardcore Linkin Park friend who has everything that they released untill now, and that is Cd’s, Dvd’s, tshirts, towels, bottle of water with their faces(yes it exists), poster,badges, lighters, even a pillow and more but I don’t remember all of it, unlike me who only has their Cd’s and a concert DVD!

    Lady gaga for that matter has released a perfume which is made of blood and ¿¿¿Semen??? Really gaga, really??

    The only diference in K`pop merchandise and Us merchandise is that, maybe, it’s not made by the group/artist/company itself like in Korea but it exists and its everywere.
    I believe that worldwide music merchandise such as the ones from US music is more accepted because their music is more known and maybe their merchandise is more normal for us, like badges, towels, cups, lighters etc…Don’t know, I still dont get why a normal person will want a perfume made of blood and Sperm…but hey I’m only a different person!

    The only difference its that they don’t make repakaged albums(because we all know fans will slaughter the company here) and ¿¿photobooks?(but I think Lady gaga has one) so at the end it’s only because nonkpop music its more subtle in selling merchandise than Kpop music.

    Sorry for the bad english *sigh*

    • tiffany

      I have 2pm socks. I wear them, and no one thinks I’m a freak. It’s just a cartoon face on mine, though, and I don’t even know which member is actually on the sock (it’s in Korean). 

  • martian

    This habit of fans continues to allude me. My friends spends her paycheck on SNSD merchandise. She basically craves for it. She begged me to go out to the city once to pre-order SNSD’s Japanese Repackage for her for $100, twice the amount it is SUPPOSED to be sold for online. It CONTINUOUSLY amazes me why people would bother spending so much money on something they don’t use or need and will eventually not care about.  The concept is so bizarre to me :S

  • http://twitter.com/cobyness11 coby

    One of the reason why it became my habit to visit seoulbeats is the honest discussion of kpop. I remember when Jang Keun Suk shutdown his twitter account and the following day, launching an iphone app!  For me its too much why do I have to pay just to receive/read tweets?

    Another thing that I don’t understand is releasing a CD with 4 to 5 songs in it.  And later on releasing an ‘album’ which includes some of the songs on their mini albums, and later on it will be on a repackaged album, and little later, a Japanese album.  

    I once got addicted to Twilight and got some of their merchandise.  Now that my fascination over vampires is over I can’t help but to chuckle.

    Kpop is milking on Kpop fans can’t blame them because of the demand. Hope that kpop fans especially those who are not earning their own money to be wise in spending on those kpop merchandise, so that you will not give yourself a chuckle later on.  

    • ggoma

      Most Kpop fans are under the age of 18 (or 19 in Korea). 
      They don’t know any better. 
      That’s why it works. 

  • happyslip

    I’ve always been indifferent to this. I only buy albums basically. For my favorite groups, I usually buy their albums/concert DVDs if it’s already available in my country. I live in Asia so it’s not so difficult, but most kpop fans where I live still buy the Korean version cd of these artists…something that I don’t really get. I mean I have to admit some of these Korean versions are slightly cooler (packaging-wise) but still, I wouldn’t really spend money for it.

  • Boo

    I love Big Bang’s socks! Bb GD keeps my toes warm and cozy. That is all.

  • chingu

    I read the comment with interest and agreement, amazed at the extent fans would go to but similarly impressed that companies have the gall to cash in on the obssessive nature of it all….there were other clever things I wanted to say, but the SHINee knickers melted my brain, was Taemin even legal in that picture? Could I go to jail for having those? Can I have them anyway?

  • Anonymous

    i came here just to leave comment about the underwear picture~

    eeewwwwwerzzzzzz. XD

  • daniaaaye

    straight there ouch, my heart burns. 

    my head is still warring; i don’t need jyj’s come on over, but i so want them. what for? for FUN. the stupidest reason i’ve ever had to fight against in my whole life, lol. but coo is among the last items of my craycray fangirl list. after this, i’m just going to go to one concert, if it ever materialises during the time i am actually free to go, and then let’s just say my fangirling life is pretty much over. otherwise, ALBUMS FTW! i only buy versions that i like, and only cds. i don’t even need dvds lol. so no poster, no other merch ppl usually want. just the cd, and i’m superbly happy already.

    it’s your money, you’re entitled to buy what you want. but really, there should be limits to consumer manipulation. in the end, it’s all about the demand and supply. 

  • SHINee52911

    haha SHINee panties

  • Issy

    “Wasting your money.” 

    That phrase kind of irritates me.  I’m sure everyone has bought something other people think is a waste of money or stupid.  Why do people think it’s okay to tell someone else how they should spend their money? That’s always been odd to me.  If I was spending your money, however, you are completely welcome to say anything you like about it.

    Why do I buy lots of merchandise?  It makes me happy (don’t bother trying to apply psychology 101 nonsense thinking that objects make up for some hole in my life: happy childhood, never wanted for anything, normal adult…okay I may be a trifle weird.).   It’s pretty straightforward, I like shiny things. 

    Ice cream makes me happy too.  Do I need ice cream?  Nope.  Is life a little more fun eating ice cream a lot?  Infinitely so.

    • ggoma

      Until you are 30 and realize that you could have done something so much cooler if you’d simply saved the money. haha

      • Anonymous

        LOL. Exactly. 

        I used to buy so many clothes that would come out every season. Many of them were never worn before I gave them all away. They might have helped someone else, but I still thought, “Those few hundred bucks I spent on clothes last year could have helped me pay my car insurance this year.”

        It’s not like I’m broke, but I appreciate the value of money as I grow older and my responsibilities increase, and I have to be ‘wiser’ with my spending because I have to think of the future since I don’t want to rely on my parents forever. 

        I like the section in Cosmo magazine (I think) where they’d compare your expenses to what else you could have done with the money. For example, $700 a year spent on fast food could have bought you 7 pairs of jeans and 10 shirts/tops. It kinda puts some things in perspective and lets the reader know that he/she could be doing something better and more useful with that kind of money.
         

      • Issy

        What in your opinion would be cooler?  Mostly just curious what you think that might be. 

        What I spend on frivolous stuff is a drop in a bucket (to me).  I have substantial savings already, own a house, a couple cars, don’t have any credit card debt, don’t have loans, and only work because I like what I’m doing.  I’m kind of good with money aside from my love of silly merchandise.  Heh.

        • ggoma

          How old are you? If you are young, I hope you are independently wealthy and have your own company because it’s not really “yours” if mommy and daddy bought it or gave it, no matter if your name is on the title or not. 

          I mean, you could go on a trip at least with the amount some people spend on this crap. I think that’d be much more worthy in the end. To me, experience outweighs things. Your merchandise will turn into garbage in a landfill someday. Your memories will always be yours. To me, even going to a concert would be better than having 10 silly posters. 

          • Issy

            I’ve recently reached my mid-twenties and my parents didn’t buy any of those things for me.

            Experiences are lovely though. I do go to a lot of concerts and travel a good bit.  I just happen to do it in KPop socks. 

            And that’s where we are, you think it’s pointless to buy merchandise and I don’t.  I probably feel the same way about something you spend money on as well, but if it makes you happy, who am I to rain on your parade?

             

          • ggoma

            I’m in my mid 20s too. You must be 1 in a million then, I doubt anyone could save up that much working on their own unless they saved every penny they ever made and it still wouldn’t be enough. 

            Well, sure you can think that. I still think in 10 years you won’t give a crap about idols. Well, I’d sure hope so. 

          • Guest

            yup as ordinary mid twenties, i can’t afford to buy all those things unless my parents give my money for my everyday necessities or i never eat anything delicious neither play around during holiday… which is, no, i wouldn’t trade my life with merchandises. but i guess it’s different strokes for different folks.

  • Mija

    Some of the merchandise is understandable, like I think it would be nice to have a picture book of my favorite group’s trip to somewhere or a concert DVD or CD. Those things make sense for fans to buy. But the other day I saw a Twilight blow dryer and flat iron and I thought why the hell would someone buy that? Stupid merchandise like that is a waste of money.

  • alex

    These merchandises are just excuses of the companies to further abuse the willingness of die-hard fans to unreasonably spend for their idols.

  • Anonymous

    Those panties! ROFL- it made my day.

  • Haiitsvi

    There are some kinds of merchandise that I find wasteful, but then there are things that are quirky and fun to have. The Dream High photocards are an example that I find extremely wasteful, but then I’ve seen those Big Bang socks online before and I think they’d simply be fun to have (idk I have a sock obsession.) But for the most part CD’s and posters are what I stick to. For American bands, T-shirts are a big thing. I always a t-shirt when I go to a concert of my favorite band. But in the Kpop industry there is always so much MORE. 

  • tiffany

    If those panties were really for sale, and were fairly inexpensive, I’d buy them. I wouldn’t actually wear them (ew), but I’d give them to my Kpop and Jonghyun obsessed sister because it’d be funny. But seriously though, I saw these guys at SMTown since they were on line in front of me, and they bought all nine of the SNSD fans, for a total of $72. I bought one, and it doesn’t really have any use (except it’s pretty to look at) but nine if really ridiculous.

  • ME

    I don’t think we have to be so judgmental over merchandising exploiting consumers, especially relate it to Kpop only. What basic differences between Disney and Kpop? Sorry Disney, but you are so successful and perfect example for these, and by no means intended to demeans you. They have every Princess on almost everything, and they sold worldwide. 

    Age?
    When you like or love something, you love something, period. You can go lengths or try to apply any logic to learn about it, but to everyone they have their own reason why they like or dislike something.

    For someone, it would be enough just to own CD/DVD, because music is what matter the most to him/her and still support the idol. For other, owns mug with his/her idol print on it (well… get me thinking on my Starsbuck tumbler… kekeke…), make his/her day whenever he/she drinks his/her favorite drinks. Silly? Yes. Wrong? Definitely, NO.

    When you are still young, you have to rely on your parents to remind or direct you to the right amount of things (money) you can have. When you are teens or adults, you have to rely on yourselves to give your own limitation, give priority on things you love the most. 

    But, as I say, likeness or love, sometimes can be so illogical and make you do something you think you never do (or regret later), so any reminder or second thought would be most welcome. 

    Oh, dear… I bore you, don’t I? 
    So, see if I can print HoMin on my tumbler and let me smile like crazy each other morning I enjoy my JavaChip Frapp…. Oh…. heaven!

  • Ann

    i honestly don’t see what the big deal is about this. would i buy shinee underwear? no, but it’s not my place to stop or lecture someone who does. fans are not forced to buy the merchandise nor is there any kind of mass organised buying. if there is demand, the company will supply and there is demand because this is part and parcel of korean fan culture. it may seem a little silly to us but fan cultures are not the same across the world. and merchandise, and really silly merchandise at that, is not limited to kpop. i’m sure there are a few grown men out there with spiderman boxers and english-to-klingon dictionaries. neither is really expensive merchandise. collection cards, photobooks, travel books etc are all fairly common merchandise and photobooks/travel books in particular are very popular with korean stars. a lot of top actors have these out too like bae yong joon.

    not all the merchandise is stupid frippery or directed only at fans. bigbang’s collaboration with corso como is also directed at the fashion-conscious korean consumer and some of the items are priced way above what an average fangirl can afford because corso como is a luxury brand. similarly, bigbang’s book shouting out to the world is essentially about each of them and how they got where they are, it’s part self-help book and part biography. it’s the highest selling celebrity book of the last 10 years. now, there are a lot of vips but even if each of them bought 2 copies, it doesn’t come close to the number of copies sold. do you believe the ahjumma who went into a bookshop and bought bigbang’s book despite not being a hardcore fan is also being exploited by the company?

    • Anonymous

      No mass organized buying in KPop?

      LOL. 

      Oh dear. You must be new. 

      Or you have no idea about what fan clubs do in order to ensure their fave idols/groups go on to win awards. 

      You probably don’t know that SONEs and other fan clubs bulk buy albums to “take care” of their idols. I’m talking about buying multiple copies for each person to make sure that their idols make it to the “Best selling artists” poll at the end of the year. I’m talking about buying 200,000 physical copies of albums even when they don’t like the songs.

      Why do you think SME put out 3-4 repackages even when there’s no new song in them? Because they know that no matter how shitty the content of the album is, fans will still buy them in thousands. Entertainment companies release all these merchandise because they know that even if the content isn’t even worth the money, fans would still buy a lot of copies since fans have this, “To be a good fan, I must support everything related to my fave idols.” mentality that companies like SME prey on.

      If that’s not exploitation, I don’t know what is.

      Not forced to buy merchandise? KPop fan clubs have membership fees decided by the very companies who manage idols. To be considered a true fan, you must have a membership and you must pay the money. Not only that, if fans don’t want the other fans to criticize them for not being devoted enough, they are encouraged to donate a lot of their money for “fan projects” that include buying expensive gifts for idols’ birthdays, or if there’s a drama or musical all for the sake of getting a small thank you from their idols. To be considered a good fan, you must know everything about your bias idol/group. You must know every product they have released, the CFs deals they have, the promotional schedule they’re having, where they’re gonna be today, etc.

      You also must buy everything that has their name and faces on them, because as a fan it’s your job to support these idols, because without you, they’d be nothing. Will you be able to take it into your conscience to have an idol be poor because you don’t spend enough on their merchandise? Can you stand to be the one “bad” fan among the thousands devoted ones?

      Companies know this mentality among fan clubs, so they play into those unwritten rules and have fans eating out of their hands.

      In exchange, you get idols proclaiming their love for their fans, wanting to marry one of their fans, wanting to be together forever with their fans…and then say, “Please continue supporting us. We love you!” And fans are squealing and fainting with, “Oppa said he loves me! My life is complete! I shall buy more of their music and merchandise because oppa would love me more if I buy everything they sell!” 

      No exploitation happening here? You must be kidding. 
       

      • Ann

        I was referring to organized buying of merchandise since that is what this article is about and not albums. Fanclub fees are not specific to Korea, neither is buying gifts for stars. And belonging to a fanclub comes with certain benefits, so it’s not like fans are not getting anything for their money. And since the company only makes a limited amount of merchandise, it’s not like every fan will be able to buy one. So, the idea that all fans must buy everything is not really feasible.

        This is capitalism at it’s finest and I don’t really see the big deal. The same thing happens over and over again in country after country. When kpop stars actually start charging for autographs or pictures or handshakes, that’s when it becomes exploitative.

        And no, I’m not new to kpop but I’m also not new to now businesses make profits, so I still don’t see what the big deal is. As someone already asked, what’s the difference between sm’s merchandise and disney’s or that of a big movie franchise like harry potter or a tv series like star trek or comic book heroes like superman? they may not have a structured fanclub but they do pretty much what any kpop company does in terms of merchandise.

    • tectonic

      i like this and i like you! you don’t sound as jaded about kpop ahahaha
      but doesn’t it seem pathetic to stoop to such levels of obsession?
      hmm i don’t know what it is about kpop that makes it so embarrassing sometimes

      • Ann

        no more embarassing than the lotr fans who spend years learning elvish or the way beliebers attack selena gomez or the otakus who buy 100 copies of every akb48 album or the amitabh bachchan fans who worship him in a temple they built in his name. crazy, obsessive, embarassing stanning is not limited to kpop. 

  • Anonymous

    since you said you are a DBSK fan, i was hoping Jaejong’s s Intermod and JYJ come on over DVD set would come up… those are the most ridiculously expensive thing i have ever heard of.

  • Bstar5

    I don’t mind the merchandise if it’s t-shirts, posters, behind the scenes dvds, photo books, light sticks, and iphone/android apps.  But these companies go over board.  IMO the worst way they exploit the fanbase is by putting random cards of the various members of an idol group in all the albums knowing a good number of people will keep on buying albums until they find the card with their bias.  They could easily put a deck of cards with each album of all the members.  Then there’s the repackage album that’s released just a month or so after the original release.  It only winds up being the original album’s songs with maybe three new songs if that.  I don’t mind repackaged albums that are released maybe a year after the original album and contain songs that were recorded long after the original album was released.  I also don’t mind repackaged albums that are released years later and contain remixes and songs that were recorded but were not chosen to be on the album, but when I see a repackaged album a little over a month after the original release, it just looks like they slapped songs that could have easily been the original album onto the repackaged album in an attempt to make money off of a fanbase.  And this is especially the case since they know the release of a repackaged album to push the followup single will only get the fanbase to buy the albums so that their favs will have strong album scores on music shows.

    • WakeUP

      Repackaged albums LMAO… Just another cd with the same exact song done in different add oms but same arrangement. Pretty much just added a bunch of other “special effects”-at least I like to call it that lol.

      Waste of money.

  • Y.

    Not commenting about other merchandising, but when it comes to why I’ll be buying SHINee’s photobook, it’s because I live in Barcelona :P It might sound stupid, but I want to have something that links my hobby (k-pop) and my city~

  • http://twitter.com/joAnnwashere JoAnn // Annie ♡

    I was thinking about buying the book and bought it right after reading this LOL You do make a bunch of good
    points but your rationality is eclipsed by the offensiveness of this article. How dare you call
    SHINee’s book a dust collector.. I agree with a lot of the
    points here but the way they’re presented just makes the
    reader feel hostile towards the writer, like saying “Who the hell buys
    this stuff?” UH, THE PEOPLE READING THIS MAYBE. And it’s not just a photo book, it has diaries and recipes and it’s basically a log of their adventure… who are you to imply it’s useless?
    It might be a pointless buy to you, but to Shawols it’s special. I love
    that SHINee took the time out to write these excerpts and take these
    pictures during what was supposed to be their vacation (though
    thankfully they said they didnt pay much attention to the cameras and
    just went about their vacation normally). SME is in it for the money,
    but these boys genuinely love their fans and put a lot of time into the
    book for us. Do you have any idea how proud of it they are, especially
    Key? Before you start looking at everything with such a critical eye you should think about how “expressing your opinion” could be hurting others. Just because you’re a k-pop fan, or even a Shawol, doesn’t give you the right to say all this overly judgmental stuff.

    “Human’s existence is so precious

    Because humans have their own way of expressing ideas,

    No matter who you are, you have your own individualistic characteristics”

    -Key

    I don’t only want it because it has their faces in it. I want the book
    that holds these ideas, these thoughtful revelations by three of the
    people who’ve inspired me most in my life. (plus the photos of course
    :P)

    • UhJustSayin

      You’re one of them gullible exploited fans the writer was referring to lol

      …and how do u know they wrote it or had any part in it? For all we know, some other sm employee had the job write it up and they just read it after the book came out.
      Remember all the fanservice u fans see is all a part of the job not necessarily genuine and sincere. BTS, these idols could be talking crap about their crazy deluded gullible fans lol. Think about it…

      • kyotokki

        Reading this of yours and i have the feeling you are the kind of person that think everyone else is stupid =.= Yes, this article make sense, but the writer is soooo damn rude.
        And beside, how do you now that SHINee didn’t wrote it or didn’t have any part in it

  • kat

    I feel like merchandising is how the artist makes money besides touring, since they don’t make that much money off of music anymore… am I wrong?

  • Pandu

    companies won’t cash in if the group you are supporting didn’t say yes… so, you’re not a hypocrite…the dubber group is… just sayin’

  • bdalhee

    ok, for me merchandising is still ok. what I hate most is the company which released so many version of an album and only add 1 song on the diff version or perhaps releasing one type of album with 10 diff covers. It’s an obvious attempt to grab money without thinking about the fans at all. And of course, dumb and blind fans will try to collect all of them.