K-pop super fans invest significant time and money to control their idols’ private lives, driven by jealousy. They seek to dictate and influence their idols’ personal affairs, demonstrating a high level of devotion and possessiveness.
They invest massive amounts of time and money – and expect control of their K-pop idol’s private lives.
“I extend my sincere apologies to my supportive fans for unexpectedly surprising them,” expressed the frontwoman of the girl group aespa.
What led to this apology?
It stemmed from her public acknowledgment of her relationship with actor Lee Jae-wook.
The fact that Karina felt the need to apologize for being in a relationship has left many observers outside the K-pop sphere perplexed. However, it provides insight into the dynamics of the industry’s devoted “super fans.”
They continuously stream the music of their beloved celebrities throughout the day, even leaving it on mute while they sleep, all in an effort to elevate chart positions. They coordinate large-scale voting campaigns during award seasons and occasionally fund digital billboard advertisements in prominent locations such as Times Square, New York.
When word spread about Karina’s romantic involvement, certain fans took action by driving a truck to her management agency.
An electronic billboard on the vehicle proclaimed, “We once believed in a common dream, supporting Karina’s promising future, but now realize our misunderstanding.”
Another message on the billboard questioned, “Isn’t the adoration of your fans sufficient?”
In contrast to how celebrities’ love lives are often widely publicized and even celebrated in various parts of the world, the attitudes towards romantic relationships among K-pop stars differ significantly.
For instance, consider Taylor Swift, whose recent appearance at the Super Bowl to support her boyfriend Travis Kelce reportedly led to a significant increase in TV viewership, making it the most-watched broadcast in the US since the 1969 Moon landing. Surveys indicate that one in five Super Bowl viewers supported the Kansas City Chiefs, largely due to the pop star’s relationship with Kelce.
However, why do attitudes differ within the realm of K-pop?
Korean media columnist Jeong Deok-hyeon expressed that fans feel betrayed, noting that K-pop enthusiasts frequently perceive themselves as engaged in one-sided relationships with their idols.
Mr. Jeong informed the BBC that as the industry continues to promote the expression of fandom through consumerism, fans’ longing for acknowledgment for their investments intensifies. This has led to fans making demands that occasionally verge on threats.
There’s a perception among some that artists and their management agencies have fostered a “misleading closeness” between idols and fans. Just a decade ago, it was typical for K-pop agencies to prohibit new talents from dating or even owning personal cell phones.
Agencies have also ventured into developing social apps for their artists, offering fans a glimpse into their idols’ daily lives. For instance, SM, the K-pop giant behind groups like aespa, launched an app in 2020 that resembles a one-on-one messenger but operates as a group chat where idols communicate with thousands of fans simultaneously.
Some celebrities have gone further by purchasing gifts for fans or arranging one-on-one calls with them.
“K-pop agencies have been conveying to fans that they wield the power to shape stars,” stated Areum Jeong, Assistant Professor of Korean Studies at Arizona State University.
Cedarbough Saeji of Pusan National University described the Karina incident as a classic example of fans attempting to “regulate” the behavior of stars.
“They were upset about the dating news, and then they were upset about the way she apologized,” noted Saeji, an assistant professor specializing in Korean and East Asian Studies, referring to how certain fans believed Karina should have issued her apology in a forum exclusive to fans rather than on a public platform.
“In 2024, achieving privacy for K-pop stars residing in this compact nation and enjoying widespread recognition is nearly unattainable,” she remarked.
Ms. Jeong, a self-professed devoted K-pop enthusiast, actively engages in “fan labor” by continuously streaming the music of her beloved boyband NCT 127 and investing in voting for them across various music platforms and award ceremonies.
With a multitude of digital music platforms dedicated to K-pop, each boasting its own Top 100 chart based on streaming and download figures, avid fans collaborate in teams to adeptly navigate the regulations of each platform.
“Fans invest considerable effort to ensure the group’s prosperity. They perceive the idol as a commodity. Sustaining the artist’s presence on stage requires concerted efforts from the artist, fans, and management,” noted Ms. Jeong.
Furthermore, she mentioned that some fans generously distribute voting schedules and streaming guides to “casual fans”, encouraging their participation in propelling their idols to chart-topping positions.
The BBC perused a “streaming guide” authored by enthusiasts of the boyband Seventeen, which includes recommendations like, “View two or three additional Seventeen music videos totaling at least seven to 10 minutes. Then, repeat the process,” and “Avoid pausing, fast-forwarding, or rewinding.”
Extensive fan communities organize themselves with members assuming various roles.
ARMY, the vast fanbase of the globally renowned boyband BTS, has undertaken charitable initiatives on behalf of the group and also manages multiple accounts dedicated to translating all BTS-related content, spanning from song lyrics to the members’ social media updates.
“The dedicated fans engage in fundraising efforts and actively campaign for votes. Additionally, certain police officers monitor online comments to ensure that any negative remarks about their favorite celebrities are reported, and they coordinate efforts to eliminate unfavorable search terms.”
“Money and time are at the core of it all. The industry thrives on these elements,” remarked Ms. Jeong.
Yet another characteristic of K-pop fandom involves elaborate birthday celebrations arranged for idols who may not be physically present. Fans often go as far as renting out entire cafes for these occasions, adorned with merchandise dedicated to the idol.
K-pop columnist Jeff Benjamin remarked that certain idols might feel compelled to prioritize their fans’ satisfaction due to the transient nature of their careers. He pointed out that K-pop groups typically have relatively brief lifespans, lasting around four to five years.
Benjamin speculated that one reason behind Karina’s recent apology might be her sense of leadership responsibility within the group aespa, as she wanted to reassure fans of her ongoing dedication to her musical endeavors. Additionally, he noted the irony in how these artists often sing about love while facing societal disapproval for dating. He expressed empathy for their situation.
As K-pop expands its international presence, there may also be a shift in attitudes within the industry.
Many of Karina’s fans from around the world took to social media to express their indignation over her compelled apology.
“Subjecting her to this kind of treatment is unjust,” read a comment on X (formerly Twitter), while another stated, “Karina apologizing for simply liking someone has to be one of the most absurd things ever.”
Some Korean fans also highlighted the international attention on her apology, deeming it humiliating. “Despite K-pop’s global reach for so long, they still fail to understand that incidents like this immediately tarnish the country’s reputation,” one individual remarked.
The global market for K-pop events witnessed a valuation of $8.1 billion in 2021 and is anticipated to soar to $20 billion by 2031, as per Allied Market Research.
Notably, K-pop groups have been increasingly invited to perform at prominent international gatherings. For instance, Seventeen will make history as the first K-pop group to grace the stage at the Glastonbury Festival this year. Meanwhile, BTS, appointed as special envoys by the UN, received an invitation to perform at the organization’s New York headquarters in 2021.
In terms of album sales, K-pop saw a staggering $243.8 million generated overseas from January to October of the previous year, with Japan, the United States, and China emerging as the top three purchasers.
Reflecting on these developments, Mr. Benjamin expressed optimism about the evolving landscape fueled by the expanding global K-pop fanbase. He hopes for increased support and open-mindedness among fans, aiming for a less conventional industry paradigm.
Some of Karina’s supporters in South Korea have remained steadfast in their support.
“There was no need for an apology… Whether one is a celebrity or an ordinary individual, having close companions is essential. It’s only natural for her to have a romantic partner,” remarked Jeong So-yeon, a 33-year-old admirer residing in Seoul.
“Numerous other prominent figures have weathered dating controversies without issue. I eagerly anticipate her upcoming albums,” she added.
We all adore our favorite K-pop stars, but it’s important to remember that they also deserve personal space and privacy. The rise of social media has made it easier for fans to monitor and sometimes invade their idols’ private lives, from relationships to daily activities. This behavior, driven by jealousy and possessiveness, can have a detrimental impact on both the idols and the fans’ community. It’s essential for fans to support their idols’ privacy and promote a healthy and respectful fan-artist relationship. Let’s create a positive and supportive environment for our beloved K-pop idols, allowing them the same freedom and privacy we all appreciate in our own lives.
Read More: K-pop star apologises after relationship goes public
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