The Changing Culture Of Fandom - Adult Fans Changing The Landscape Of Idol Fandom

When we hear the words 'idol fans,' it usually stirs up images of teen girl fans that cry out 'oppa.' The beginning of 1st generation idols, H.O.T, was labeled the 'teen's idol.' However, idols are no longer the exclusive property of teen fans. As the idol market grew, idol fandoms have been overtaken by fans in their 20s and 30s. If you take a look at the people who attend idol concerts or fan signings, you'll mostly see fans in their 20s and 30s - the 2030 generation. These adult fans are nothing to be trifled with, and are showing great influence. Now idol groups must not only target teens, but also focus on catering to the 2030 fans.

Why is the 2030 fandom growing?

One reason is their high purchasing power. Teens have to use the allowance they get from their parents to buy songs from the artists they like or buy concert tickets. That's why they aren't able to invest as much money. However, 2030 fans have their own part-time or full-time jobs and have money to spend freely, even to pursue their favorite fan activities. They can buy several albums or buy tickets for concerts and musicals to support their favorite singer. That must be why they say a rich working fan is as good as 10 student fans.

2030 fans are most influential in concerts and musicals. Since tickets usually cost more than a hundred dollars, if you don't have the economic power, then it'll be hard to afford tickets. But for 2030 fans who have a steady income, they can attend several concerts and musical performances. Super Junior's Sungmin has special support from 2030 fans. He has recorded 3 sold-out performances that hold 1,700 seats. His Japanese musical sold out even the standing room tickets. For 2 consecutive years now the idol ticket power ranks number 2 in terms of the musical market.

One female fan in her late 20s that frequents concerts said, "In a packed auditorium, it's hard to find teen fans in the front seats. There are many non-Korean and Korean fans, but when I talk to them, they're mostly 20 and over, and most of them attend concerts multiples times." Another one of Sungmin's fans was in her 30s. She shared that she's purchased tickets to every single one of his performances. Another student fan in her 20s revealed that she's been buying tickets with the money she earned while tutoring. So 2030 fans are showing an impressive ticket power in support of their favorite idols.

Another reason why 2030 fans are so powerful is thanks to the relatively lax time constraints. Of course there are some who attend college or are bound by their jobs. However, working fans have the advantage of being paid monthly. Despite their busy schedules they're able to take a day off to see their favorite idol.  High school fans often can't attend public broadcasting shows because of school. On the other hand, it's not impossible to see 2030 fans at these recordings. In fact, it's become much more important now for idol singers to target working fans.

In a previously teen ridden fandom, how did so many 2030 fans come to dominate the scene?

Let's take a look at idol groups that have been in the business for a while. TVXQ is in their 16th year since their debut. Super Junior fans have been in the business long enough that student fans during their debut days are now in theirs 20s and 30s. One 31-year old female fan at Shinhwa's 16 year anniversary concert shared, "I've been a fan since 9th grade."

However, not all 2030 fans are long-time fans. Through long time practice, idol groups have mastered the ability to attract fans not only with their visuals but with dance and song. Super Junior Sungmin's 1 year fan stated, "I grew an interest for Sungmin upon seeing him on TV, but when I saw him in the musical, I became an avid fan." She added that, had he put on a disappointing performance in the musical, she would not be his fan today. Even though she's a fan that got a late start, she's been attending his concerts, musicals, and public broadcast recordings.

Many 2030 fans also like the variety of idol group images. Super Junior-M went with a business concept for their recent 3rd mini album Swing, and is appealing to employed fans. SHINee debuted with a cute younger brother image, and has many older sister-figure fans. 2PM appeals to female fans ins their 20s with their beast man concept.

What's so special about 2030 fans?

Since 2030 fans are adults, they show relatively good manners and are more orderly. There are cases where idol fans are often frowned upon because they don't follow the rules. But 2030 fans are usually proper. Super Junior Sungmin's fans are known to be quiet. On Sungmin's way home from the musical, over 100 fans were gathered waiting for him. However, even at his appearance there was no deafening cheer from the fans, just a few 'You've done well' comments. Thanks to these well-mannered fans, Sungmin is able to travel between his schedules safely with just one manager to help him.

These 2030 fans are also bringing about changes in the donation culture. Thanks to donations made in the name of their favorite stars, these occurrences have become increasingly more common. At Shinhwa's concert, there were over 7 tons of donated rice. Sungmin's fans also bring rice to his performances. Fan clubs will pool their money and made donations in the stars' names.

Another aspect of 2030 fans is their discretion. Upon conducting a survey, it was found that many fans in their 20s keep their activity on fan sites a secret. In many cases their identity as a fan was kept a secret to everyone except maybe some family members or close friends.

Tags
Super Junior
Sungmin
TVXQ
Shinhwa
Swing
SHINee
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