THE growing success of KPop has produced a large and burgeoning base of loyal fans who consume not only the music these KPop groups and artists produce, but also the tangible products they offer to their market.

Since the KPop industry consists of several competing business franchises and companies, they tend to look for a leverage to gain more profit by taking advantage of this opportunity provided by fans worldwide. 

One common business strategy that these companies employ is to offer official merchandise to KPop fans, such as physical albums, posters, photo books, photocards, and other seasonal and limited items.

Despite the exorbitant rate of these merchandise and the high-priced shipping fee to export these products from South Korea, there are still a massive number of Filipino fans who would go extra miles just to support their idols by patronizing these products.

But why do KPop fans invest so much in these merchandise?

Filo fans going crazy over KPop

KPop stan like Michaella, a 23-year-old development communication student, started listening to KPop music at an early age.

When asked about why she listens to KPop, the 23-year-old said it was mainly because of how certain meanings from the song transcend language barriers to make its listeners feel the emotion it intends to communicate.

“No’ng nagstart ako maging interested sa lyrics parang narealize ko na may certain messages silang nabibigay dun sa songs nila na kahit di mo maintindihan yung language at first, ramdam mo na yun yung feeling na gusto nilang icommunicate,” Michaella told republicasia.

She also said that KPop had been an eye opener for her to discover more music from other countries and cultures to also understand how they communicate through music.

If you have been wondering why KPop is so popular among Filipinos, especially Gen Zs and millennials, Louise Diaz, a 24-year-old magazine contributor, said that the massive influence of KPop among young people stems from the diversity and its ability to provide a different flavor to the traditional Filipino music taste.

“KPop brings a different flavor to the table because it is not the traditional jams we often hear on the radio and cassette tapes while growing up,” said Louise in an interview.

Both Michaella and Louise have a large collection of KPop goods – from albums, posters, photo cards, shirts, and other accessories.

Photo courtesy: Louise Diaz

Merch as a form of support

The rapid enthusiasm of KPop is prevalent in the younger generations. The fans’ adoration to their idols is essentially one of the key drivers why people invest in KPop merchandise.

According to a 2019 study entitled “Understanding Filipino Korean Pop Music Fans,” Filipino KPop fans are considered as “very active and passionate consumers.” 

They exert more effort in their KPop consumption, whether in the form of intangible things like streaming and listening to digital albums and music videos, to purchasing tangible products like those of physical albums and other merchandise.

The researchers also mentioned that fans use Kpop products to “satisfy various needs, KPop, which includes entertainment, reinforcing a desired self-concept, or developing a sense of fan identity.”

Another reason fans buy merchandise albeit expensive is because they want to show the groups and artists that they appreciate the effort and hardship they went through in order to produce a song or an album.

Photo courtesy: JD Lacdao

“‘Yung support ko yung nagiging driving force para bumili ako ng merch ng mga ini-stan ko,” Crystel Reyes, a 20-year-old Kpop fan told republicasia.

Everytime na naglalabas sila ng bagong merch or bagong kanta, gusto ko lang sila suportahan kasi I know effort din nila yon for fans”

Crystel Reyes

Meanwhile, multimedia artist Jae Isiderio said she collects KPop merchandise like photocards and albums for her sanity and a sign of support to her ultimate group, NCT.

Photo courtesy: Jae Isiderio

According to 22-year-old Catherine Yao, a junior audit staff, aside from the fact that it provides happiness, buying KPop merchandise also serves as an investment for the future.

Investment din kasi siya [KPop merchandise]. Para siyang lupa, hindi bumababa ‘yung presyo sa merkado”

Catherine Yao

On the other hand, Willow, a 27-year-old electronics engineer, said that she likes the authenticity and quality of these merchandise because they are official items sold by the artists and their company.

Buying official lightsticks is another form of KPop merchandise. Willow said she buys lightsticks to show her support to the group she stans. It also feels nice to be part of the “ocean of lights in concerts,” as per Willow.

Emotions drive splurge in KPop merch 

According to the same study published by the Asian Journal of Social Science, emotional appeal is one of the driving forces of fans’ consumer behavior towards KPop merchandise.

Filipino fans tend to purchase items and products that influence or spark emotions, feelings, and moods, “rather than focusing on the strictly product characteristics of KPop as a product.”

Willow proves this statement true. During an interview with republicasia, she shared the pool of emotions she felt after purchasing a particular product from the groups she supports. These include the adrenaline rush for acquiring limited items since they go out of stock easily and the overwhelming high oxytocin levels upon the reception of the products.

She also said that she would sometimes shed happy tears for finally succeeding to get merchandise that were initially difficult to obtain.

Meanwhile, Catherine said that she cannot explain the happiness she feels when unboxing merchandise she purchased to support her idols.

Ang nararamdaman ko after purchasing is excitement and thrill, parang niregaluhan ako ng bias ko. Sobrang saya na ‘di maexplain”

Catherine Yao

Crystel shares the same emotions as Catherine. According to her, whenever she would open a package containing her newly-bought KPop merchandise, it feels as if it was her first time buying KPop-related products. 

Photo courtesy: Louise Diaz | Crystel Reyes

“Syempre po nakakakilig. Same pa rin ng pakiramdam ko nung first time ko bumili ng merch,super excited,” said Crystel. “Walang kahit anong panghihinayang nararamdaman ko.”

On the other hand, Louise said she feels emotional after purchasing a KPop merchandise. She told republicasia that she gets immersed in a different kind of satisfaction knowing that she did her part in making her bias feel that there are people in different parts of the world who support and love her music.

“Alam mo ‘yung may lump ka sa throat and you’re trying real hard not to cry kasi you feel this ingenious satisfaction knowing na you did your part in making her feel na even if the whole world may turn against her, mayroong mga tao like me that will support and love her no matter what,” said Louise.