📀 The K-Pop Phenomenon: Physical Album Sales Surge in the Digital Age

According to the Global Music Report by IFPI, album sales have been on the rise since 2020. This trend is surprising given the dominance of digital streaming. However, the key driver behind this global shift is the Korean K-pop market. The surge in album sales is largely due to the ‘limited edition’ strategy, featuring items like photocards.

by YeonJu (MediaBrain Content Editor)

K-pop fans often buy multiple albums to get their favorite member’s photocard. Popular member photocards are nicknamed ‘Banpo Jaipoca’ and ‘Hannam The Hill Poca,’ after the names of the most expensive apartments in Seoul, indicating their rarity. However, the CDs often end up unused, increasing the environmental burden due to the plastic and paper waste involved in album production.

Q: How many albums should you buy?

A five-member group, “***”, has just made a comeback. This album comes in three versions, each showcasing different member appearances. Each album includes two random photocards. If you purchase the album from the pre-order site, you receive two additional photocards and a chance to enter a fan sign event.

The answer is… at least 30 albums! But since photocards are random, you might need more. This marketing strategy boosts album sales in the K-pop market. Besides photocards, fans also get a chance to enter fan sign events. Each album counts as one entry, meaning the more albums you buy, the more chances you have. Fans often bear the cost of these albums and the environmental impact.

However, there’s a growing trend in the K-pop market towards using eco-friendly materials for album production. Efforts include using recyclable materials and minimizing packaging to reduce environmental impact. Yet, for the K-pop industry to truly move towards sustainability, more fundamental changes are needed.

For example, introducing a digital collection system or improving the fan sign event entry process could ensure that only the necessary number of albums are produced. The harmony between K-pop culture and environmental protection should start with fan awareness and the industry’s commitment to sustainable practices.

K-pop’s immense popularity is reshaping the global music market, leading to a surprising rise in physical album sales. The industry’s unique strategies, like limited edition photocards and fan events, play a significant role. However, balancing these practices with environmental sustainability is crucial. As fans and the industry adopt more eco-friendly approaches, K-pop can continue to thrive without compromising the planet. 🌿