Overseas Fans Also Join... Ripple Effect
Domestic Fandom Market Size in 2023 Reaches 8 Trillion Won
"Related Industries Will Grow Further"
A small hair salon located in Mapo-gu, Seoul. Upon entering, a poster of the group SEVENTEEN members hanging at the entrance caught the eye. On the immediate right, keychains made with the members' faces dangled from the storage locker for personal belongings. This is the hair salon where a birthday event for SEVENTEEN member 'S.Coups' is being held. Throughout the store, the touch of Park Seon-yu (32), a passionate fan of SEVENTEEN for two years and a hair designer, is evident. The most popular space among customers is the 'shampoo room.' Park installed a beam projector and lighting here to create a small movie theater-like atmosphere. This is to allow customers to comfortably watch concert and music show videos of the idol members.
A viewing area for fans is set up in a corner of the hair salon operated by Park Seon-yu in Mapo-gu, Seoul. [Photo by Lee Seo-hee]
The hair salon resembles a small exhibition hall in many places. In the waiting area for customers, props used by the members during photo shoots, albums, stickers, and posters are densely displayed. Finding the hidden details that only fans can recognize is also fun. All the beverages sold by Park in the store consist only of products for which SEVENTEEN acts as advertising models. The store floor is decorated in the fan club's official colors, 'Rose Quartz Serenity.' Park said, "Fans who visit the store all look around curiously and take photos everywhere," adding, "It's enjoyable to have conversations with various fans who share the same interests."
While the advantage is being able to enjoy 'deokjil' (fan activities) together, the promotional effect for the store is also a double benefit. Once a birthday event is held, its impact is so great that overseas fans from countries like the Netherlands and Canada visit after seeing the news on social media (SNS).
Park said, "Since I make goods myself to provide to fans and hold a 20-30% discount event on all treatments for the fan club 'Carat,' the profit is not as much as expected," but added, "The word-of-mouth effect is significant enough that fans from various countries visit through online channels."
A corner of the hair salon operated by Park Seon-yu in Mapo-gu, Seoul, is set up as an exhibition space for fans. [Photo by Lee Seo-hee]
Nearby stores also enjoy increased sales as a result. A bakery cafe in Mapo-gu, Seoul, where another idol member's birthday party is being held, had a long line of fans visiting from the morning. Nearby stores were also bustling with fans holding idol members' goods such as fans and stickers.
Choi (45), who runs a snack bar nearby, said, "Birthday cafes are often operated around here, and when the line is long, people seem to eat simple snacks or stop by my place on their way out," adding, "I don't know about other businesses in the same industry, but we are definitely benefiting."
Experts predict that as fandom culture diversifies, related industries will grow further, and the economic impact will also increase. The estimated size of the domestic idol fandom industry in the entertainment sector is about 8 trillion won, and it is expected to be much larger when including overseas fandoms.
Professor Lee Eun-hee of Inha University's Department of Consumer Studies explained, "From the store owner's perspective, even if fans do not order separate drinks or food, the promotional effect of the store being shared and gaining word-of-mouth online is sufficient," adding, "While there may be disadvantages such as losing customers in the same industry, most nearby stores will also enjoy increased sales due to fandom."
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