© 2025. All Rights Reserved.
It’s difficult to draw a line between K-Pop superfans and idols, as they no longer have the classic artist-fan or creator-consumer relationship. They share a bond that transcends mere fandom, and the industry promotes this landscape through fan service culture.
On March 25, Kakao Entertainment officially launched their global fan engagement platform, “Berriz,” bridging fans of K-Pop, K-Dramas, films, webtoons, and musicals with artists. Singers such as KiiiKiii and Jung SeungHwan have already joined the app, and more are planning to join in the upcoming months.
With this, most of the major entertainment labels have an interactive platform such as Weverse (HYBE), Bubble (JYPE), Mnet+ Chat, and more. SM Entertainment also tried to dabble in this trend with their now-defunct Lysn (later rebranded into Kwangya Club) app.
This rise of paid fan interaction platforms captures the industry's increasing reliance on superfans to drive revenue. However, this system has also brought the perks and pitfalls of K-Pop's increasing fan service into sharp focus. To discuss this, we must first understand what exactly superfans mean and how they impact the K-Pop industry at large.
K-Pop Reality Check: How Scandals Are Changing Fan Dynamics?K-Pop StoriesOct 10, 2024
The Rise of the K-Pop Superfans
In 2025, superfans are the lifeblood of the K-Pop industry. They are the ones who stream their favorite stars' music round the clock—sometimes even on mute while sleeping—to boost chart rankings. They organize mass voting sessions during award seasons, sponsor digital billboard ads in places like Times Square, launch fundraising events on behalf of their favorite artists, and mass-purchase their albums upon each release.
Anthony DELANOIX
Moreover, the superfans extensively create social media content and art, organize offline cup-sleeve events and screenings, and create social media content and art. They often mass-request their local radio or cultural places to play the new releases of their favorite artists to promote and boost them toward global stardom. Their contributions are massive, and a label alone wouldn't have been able to achieve such an impact organically.
Therefore, several K-Pop comebacks are dedicated to the fandoms instead of casual listeners. This is also the basis of the disparity between the groups that are famous overseas and what Korean citizens are listening to. However, this level of devotion also triggers a sense of ownership.
Enjoy full access for just $1
Join over 10,000 active members!
🌟 Special Contents for Subscribers
