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Singapore fans play the K-pop merch game

Korean pop acts have long been popular here, but newer groups have fanned fervour to new heights – and the merchandise industry has mirrored the meteoric rise of the music

 Elysia Tan

Elysia Tan

Published Fri, Nov 3, 2023 · 02:00 PM
    • Photocards, viewed as collectors' items, are the cornerstone of K-pop merchandise.
    • Photocards, viewed as collectors' items, are the cornerstone of K-pop merchandise. PHOTO: CHERYL ONG, BT

    WHILE the K-pop industry is a global behemoth, its rise in Singapore has been driven, not just by star power and corporate giants, but the gamification of the merchandise (“merch”) and enterprising fans-turned-resellers.

    “We do see a more prominent presence of K-pop official merchandising in Singapore (now),” says Dr Liew Kai Khiun, assistant professor of applied social studies at Hong Kong Metropolitan University, who noted the trend has been noticeable in the past five years.

    K-pop agencies can be massive: Hybe, which is behind global sensation BTS, raised 962.6 billion won (S$976 million) in its initial public offering. Yet in Singapore, albums and merchandise are often bought, not just from official and licensed web-stores, but also from fellow fans and small businesses.

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