Merch, 'pakulo' and fan magic
As an ARMY dad, I may not have mastered the dance moves, but I can name every BTS member, recognize their songs, and occasionally surprise my daughter by keeping up with their latest releases—even beating her to the news sometimes. Supporting my daughter’s love for BTS isn’t just indulging a fleeting interest—it’s about embracing something that genuinely brings her joy. Sharing this passion has opened my eyes to how concerts have transformed into immersive, community-driven events far removed from the simpler experiences of my youth.
Back then, concerts were straightforward. You’d hear live music, grab a T-shirt or a poster, and call it a night. Today, the journey begins long before the show, starting with the high-stakes battle for tickets. Gone are the days of queuing at the box office; securing a seat now requires lightning-fast clicks in online sales that feel more like a virtual Olympics. And once the coveted ticket is in hand, the real adventure begins.
Take concert merchandise, for example. For an old-school guy like me, the way concert merch has mutated as an event in itself is quite remarkable, bordering on the ridiculous. It’s no longer just about a souvenir shirt or machine-autographed photo. Fans line up for hours or even days just to gain access to exclusive goodies tied to their favorite artists. Apparently, it’s become an all-day affair, with fans queuing up early— some even camping out overnight—to snag exclusive items and grab some fan swag that’s too special to miss.
K-pop, in particular, has set a new standard, offering light sticks (complete with a Bluetooth feature synced to the stage lights), headbands, bags, umbrellas, keychains, jewelry, and even plush toys and quirky items like custom inhalers (no joke) to help fans survive the excitement or, perhaps, endure the stink of other fans. Banners with personal messages and pickets (a term now used for printed plastic fans) are a must for adoring fans, creating a colorful, coordinated display of support and love for their idols.
Of course, merch today isn’t just limited to what can be bought to add to one’s idol shrine. Fan-made freebies—trinkets, photo cards, or bracelets —have become a standard at big shows everywhere. Probably inspired by K-pop fandoms, even Western audiences have embraced these traditions. Taylor Swift fans, for instance, exchange friendship bracelets at her concerts, turning long queues into opportunities to build connections. Evidently, building camaraderie is one of the plus sides of this new culture.
And then there are the pre-concert rituals. Fans don’t just show up—they transform venues into mini festivals. K-pop fans in the Philippines, for instance, are known for organizing booths with standees, baby photos of idols, and carnival rides, even giving away fan-made baubles. These pre-show gatherings set the tone for the main event, turning the wait into a celebration of community and shared passion.
When birthdays line up with concert dates, like Jin’s during his LA show, his army of followers pulled out all the stops with banners, stickers, or even special projects coordinated on Twitter—as when they crafted “crescent moon” Army Bombs as homage to the artist’s single, Moon. Jin explained that he wrote the song thinking that “I am the Moon, and ARMY is my Earth.”
Similarly, when Jungwon’s birthday coincided with a Philippine tour stop, Enhypen fans came up with aerial banners (yes, as in towed by an airplane), blue roses, and heartfelt serenades.
Once the concert starts, the energy is unmatched. Filipino fans, known for their karaoke prowess, often turn the venue into a giant sing-along, hitting every note perfectly and catching the artists by surprise. During the Fate Tour, for example, fans sang Orange Flower in unison, leaving the members of Enhypen visibly moved.
The personal connections don’t stop there. Fans go all out to grab their idols’ attention with witty banners, creative outfits, and gestures like hand hearts. Those in the VIP sections often get what fans call their “Y/N moment,” where an idol locks eyes, waves, or responds to their sign—a brief but unforgettable connection. Fanmeet events take this even further, with close interactions between fans and their idols, or live chats, album signings, and even stage dancing.
These days, it’s not just the fans coming prepared. Organizers and artists bring their own pakulo or gimmick, adding layers to the experience far beyond the music. Coldplay’s sustainable concerts featured energy-generating bikes and kinetic floors, allowing fans to power the stage lights. IU has floated over her fans in a hot-air balloon, while Suga’s rising stage added a cinematic touch. Some K-pop outfits take it a step further with themed pop-ups, citywide collaborations, and immersive experiences that extend the magic. BTS, for instance, turned Las Vegas into a mini-festival with themed hotel rooms, exclusive menus, and interactive setups.
Meanwhile, fans treat these events like fashion galas. Audiences arrive in outfits inspired by album art or music videos, turning concert venues into a vibrant display of creativity. At The Eras Tour, Swifties styled themselves after her discography, while K-pop enthusiasts coordinate their attire to represent their favorite members or themes.
K-pop concerts have really raised the bar in the treatment of fans, often giving out special freebies for those with premium tickets or fan club memberships. These aren’t your typical flyers or paper bracelets. We’re talking custom lanyards, photo cards, and ID badges. Lucky fans could be blessed with IU seat cushions, binoculars, and pouches, or Coldplay wristbands that light up in sync with the performance (technically they’re just on loan, but good luck getting them back after the show).
Even beyond the venue, the experience lingers. While ticket stubs might not look as impressive as they once did, they’ve taken on a whole new sentimental value. Fans treat them like relics, carefully saving them as reminders of these epic nights. These little bits of anik-anik have become mini-mementos of a much bigger experience, each one a piece of a pilgrimage that goes beyond the concert.
For a Gen X dad like me, today’s concert culture is a revelation. What once seemed like a straightforward outing has blossomed into an extraordinary blend of music, creativity, and community. While I may have joined this journey to support my daughter, I’ve found myself swept up in the vibrancy and magic of it all. It’s a reminder that fandom, regardless of the generation, is rooted in joy, connection, and a shared sense of wonder.
