Fandom is not fixed. The culture of idol fandom, symbolized by light sticks, is reshaping the public sphere. Public perceptions of K-pop fandom are also undergoing dramatic shifts. Once portrayed as passive consumers of a subcultural phenomenon, fans are now recognized as active agents who create and shape their own culture through participation and creativity. Idol music is no longer a niche interest but has become mainstream popular culture, with fandom playing a crucial role at its core. Rather than simply consuming a particular genre, text, or star, fandom reinterprets them in its own way. Korean fan culture transcends national boundaries and holds a distinctive position within global fandom.

As fandom’s influence has grown, so too has the entertainment industry’s intervention in it. The industry increasingly integrates fans as part of the production process, making them perform roles traditionally reserved for professionals while incorporating fandom into media structures to capitalize on its economic potential. This interdependence makes it impossible to consider idol fandom separately from the entertainment industry.

Shifting Fandom: From Play to Labor, From Reality to Virtuality focuses on idol fandom in contemporary Korean society, analyzing the dynamic push-and-pull between fandom and the industry. It examines the mechanisms through which this interaction occurs, the ways fandom is re/structured as a result, and how these changes affect fans’ lives and daily experiences. A key example is the Produce reality audition series, which positioned viewers as producers. The book scrutinizes the fandom’s multilayered transformations in the aftermath of the show’s ranking manipulation scandal, offering insights into the blurred boundaries between play and labor. Additionally, it explores how emerging technologies—such as fan platforms and virtual idols—are reshaping fandom. On a broader level, it considers how fandom intersects with other industries, capital, culture, and the pervasive desires and consumerism embedded in Korean society. Understanding these shifts in fandom is not just about recognizing a visible cultural trend—it also provides a lens for critically reflecting on the broader social landscape.

Presenter: Shinkyu Kang (Korea Broadcast Advertising Corporation)
Discussants: Hyunjoo Oh (Korea Creative Content Agency), Minji Jang (Kyungnam University)
Moderator: Jiyoung Seo (Center for Hallyu Studies, SNUAC)