IVE member Jang Won-young has found herself at the centre of heated online discussions after fans revealed she received birthday gifts worth an estimated ₩500 million ($365,000).
The idol celebrated her birthday on Sunday, with her Chinese fan community releasing a detailed list of presents prepared in her honour. Chinese fans are often known for preparing the most extravagant gifts among global fan bases. The lavish collection reportedly included luxury-brand handbags, clothing, shoes, hats, perfumes, accessories, cameras, gaming consoles, and character merchandise, along with smaller personal items like phone cases and pajamas.
For Jang Won-young's birthday, the presents included jewellery from BVLGARI and Van Cleef & Arpels, fashion pieces from Miu Miu, and even a Nintendo Switch 2 console, HYPE reported.
Divided Public Opinion
The extravagant value of the gifts quickly went viral, sparking debate about the culture of "jogong"—the long-standing Korean fan practice of presenting celebrities with birthday support packages. In earlier years, fandoms openly shared such lists, often comparing the scale of gifts given to idols.
However, public sentiment has shifted. Many now criticise the tradition of sending high-priced items to stars who already enjoy considerable earnings. Several entertainment agencies have adopted no-gift policies, encouraging fans to express support through handwritten letters or charitable donations instead.
KoreaTimes collated some online reactions showing divided opinion about this matter. Critics questioned, "Why doesn't the agency forbid it?" and "I can't understand this culture." Others defended the gesture, saying, "It's not like she asked for it," and "Fans did this because they wanted to show their love."
Agencies Taking a Stand
In response to growing concerns, some agencies have formally rejected costly presents, while others restrict fan offerings to small, symbolic tokens. With the scale of Jang's birthday support making headlines, the debate over celebrity gift-giving has once again resurfaced, highlighting the ongoing tension between fandom traditions and evolving public perceptions.
