K-pop fans endure cold to buy BTS merchandise in Seoul
- At a pop-up shop in the Gangnam district, branded jackets sell for US$257 alongside socks and other merchandise linked to the band
- K-pop management agencies have been expanding their retail operations to capitalise on the growing demand for the gear
The rest of the district is all but deserted, but a huge line of fans of all ages and nationalities is building up around her outside the pop-up shop “House of BTS”, dedicated to the seven-piece behind “Boy With Luv” and other hits.
“I want to buy some cushions, dolls, badges, things like that today, and notebooks to give to my friends,” said Lee, who waited in line with her 35-year-old daughter.
Branded jackets sell for 299,000 won (US$257) alongside socks, sleep masks and other merchandise linked to the band, which has spearheaded a wave of Korean pop music and become the first group since the Beatles to have three number one albums in the US in less than a year.
Analysts say demand for the gear is growing as the popularity of K-pop bands spreads beyond the domestic market across other parts of Asia and into the West.
