Agency Responds with Purchase Limits as Controversy Grows
Even in Mainland China, "Huangniu Can't Be Stopped"
Scenes of some foreign visitors sweeping up merchandise at an idol group popup store have sparked fierce criticism from fans. As K-pop continues to expand its global influence, the issue of bulk purchasing and reselling by certain fans and merchants is being pointed out as a factor that undermines fan culture and trust, going beyond mere commercial transactions. On September 2, posts were shared on online communities and social networking services (SNS) stating, "Two Chinese individuals cleared out the NCT Wish popup store," along with videos and photos capturing the situation at the time.
The popup store was operated as a large-scale promotional event to increase engagement with fans ahead of NCT's comeback. Many fans showed great anticipation, lining up in front of the building where the popup store was held from early morning the previous day. The problem occurred around 8 p.m. On that day, staff were present at the popup store to maintain order until 8 p.m., but after that, it switched to a self-service system.
Taking advantage of this, a man and woman, believed to be Chinese, were seen standing in front of the vending machine, indiscriminately purchasing plush toys and sweeping them into large bags. Fans at the scene protested, saying, "This is truly shameless," "Can't you see people are waiting behind you?" and "Get a grip. What are you doing right now?" However, it was reported that the individuals responded by pointing fingers and raising their voices in Chinese.
Agency Responds with Purchase Limits as Controversy Grows
As the controversy spread, the idol group's agency belatedly implemented measures to limit the quantity of products that could be purchased, but fans' anger has not subsided. Some fans strongly urged for stricter action, saying, "They only act after a problem occurs," "Please manage merchandise as thoroughly as concert tickets," and "What's the point of imposing limits after the fact?"
Many netizens speculated that the two people in the video are "resellers." They are known to buy limited edition items such as idol goods or concert tickets in bulk and resell them on social media at a higher price. Online communities and X
Many netizens speculated that the two people in the video are "resellers." They are known to buy limited edition items such as idol merchandise or concert tickets in bulk and resell them on social media at a higher price. In China, these resellers are called "Huangniu."
Even in Mainland China, 'Huangniu Are Unstoppable'
Previously, in April and May, there were numerous eyewitness accounts of Chinese merchants flocking to a Pokemon event held in Songpa-gu, Jamsil, in an attempt to obtain free gifts. In fact, it is easy to find online posts from people claiming that their merchandise was completely bought out by these individuals whenever idol goods or limited edition items go on sale. In May, there was also a post from Japan stating that Chinese buyers purchased Happy Meals in bulk at McDonald's to collect the "Chiikawa" prizes. Even within China, chaos caused by Huangniu continues to occur.
It is known that they buy limited edition products such as idol merchandise or concert tickets in bulk and then resell them on social media with a markup. In China, these resellers are called "Huangniu." The photo is an AI-generated image created to aid in the understanding of the article. ChatGPT
In particular, during the 2022 Beijing Winter Olympics, the resale of the mascot "Bing Dwen Dwen" became so rampant that public security authorities intervened and imposed severe penalties. Recently, regarding the globally popular character merchandise "Labubu," Chinese consumers themselves have voiced frustration, saying, "No one can outsmart the Huangniu."
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