Creative Economy

A complex economy that starts with innovative thinking and creates new businesses..
 

The dictionary meaning of the creative economy is as above. Innovative and new business in a word. The economy is in a slumpHowever, idol fandom continues to revitalise the economy through consumption activities called ‘fanning’. It is no exaggeration to say that it is a ‘creative economy’ because the butterfly effect of their innovative and new consumption activities is beyond imagination.

There are three criteria to know whether the consumption activities of idol fandom correspond to the creative economy.

First, it is innovative

The consumption life of idol fans is innovative. Recently, the successful bid of cotton balls (dolls), which are popular among idol fandom, is gaining popularity. The cotton ball meridian means cutting the untidy hair of the ‘cotton ball’,  a doll characterized by idols, and touching the lumped cotton to make the shape pretty.

‘Doll Barber Shop’, which is famous among idol fandom for its professional service, provides various services to make pretty dolls such as washing, sewing, and hair planting in addition to cotton balls. Who in the world would have known. We didn't expect an expert to be born in organizing the shape of a small ball of cotton. It can be said to be an innovative economic activity that exceeded everyone's expectations.

Second, it's new

There will be no market where trends change faster than K-pop. Just because the content was popular today in the K-pop dictionary does not mean that it will be popular tomorrow. K-pop fandom, a K-pop consumer, always seeks novelty in fan activities. ‘Idol Birthday Cafe’, an indispensable event in K-pop culture now, can also be seen as a culture born from the spirit of challenge of K-pop fandom. The event, which has now become a ‘steady’, is also preparing for another change.

At its center is ENGENE, the fandom of the group ENHYPEN. The ‘Idol Birthday Cafe’ was a form of decorating a cafe with a portrait of an artist who celebrated his birthday, and giving birthday special goods when ordering drinks and desserts to celebrate the artist's birthday together. ENGENE celebrates ENHYPEN member Jeongwon's birthday in a slightly special place. It is ‘Yangjeongwon’, a Chinese restaurant with the same name as Yang Jeongwon, the real name of ENHYPEN member Jeongwon. The Chinese restaurant ‘Yangjeongwon’ provides fans with a special consumer experience just by its existence. This is because everything from restaurants, even chopsticks, becomes good reminiscent of the member Jeongwon. Eat delicious food, have a birthday party for your favorite artist, and even special goods that you can't get anywhere else! We wait for the day when all the restaurants in the world have an idol birthday party.

Third, it is complex

The 21st century idol fandom is a creator who has as much influence as an idol. Idol fandom has continued to ‘mining out’ to express their beliefs and values through consumption behavior. A representative example of 'mining out' can be called 'Son Min-soo'.

Son Min-soo

It is derived from ‘Son Min-soo’, a character in the webtoon ‘Cheese in the Trap’, and refers to a person who imitates other people's tastes or behaviors, such as other people's fashion, favorite food-like symbols, items such as cosmetics or daily necessities used, and speech.

Recently, as many artists have used donation-linked products, the idol fandom's ‘Son Min-soo’ has become a virtuous cycle of good influence. Beyond value consumption that expresses affection for artists, ‘Son Min-soo’ is leading to value consumption that participates in donations and has a good influence.

A typical example is the Thank You My Hero Save the Children edition phone case, widely known as the phone case of Highlight Yoseob and BTOB Changsub. When purchasing the product, 50% of the product's profits are used for children in difficult situations through Save the Children. Perhaps because of the artists' proof shots, reviews of the two fandom's ‘Son Min-soo’ continue to be posted on the product's reviews.

The consumption behavior of idol fandom is a value consumption that expresses complex values, expressing affection for their favorite artists and contributing to society.

21st century idol fandom who has become a creator who creates innovative, new, and complex values. Another creative economy that they will create is expected.