An exploratory study of ‘gifting’ in K-pop fandom

This study explores the value of gifting activities in fandom, which are transnational in scope through digital networks, from a socio-cultural perspective. In recent years, the impact of K-pop fandom's voluntary gifting activities through global media platforms on the globalization of K-pop industries has been studied from the perspective of fandom economics. The exchange of fan creations among K-pop fans without expecting any economic reward, the celebrations they organize for band-related anniversaries, and their donations and volunteer activities are understood as “promotional labor” that (re)produces K-pop's brand value. In terms of “gift” theory, anthropology and cultural studies have historically evaluated art and cultural production as “free gifts” aimed at mutual recognition and social solidarity rather than transaction and exchange. Similarly, recipient studies in media have explored the cultural impact of gifting activities as the productive consumption of fandom and the potential for their empowerment as active recipients. More recently, however, it has also been understood as irrational and ostentatious consumption and has become a social issue that requires an in-depth examination of its complex nature. Therefore, this study conducted in-depth interviews with 10 people who have been involved in gifting activities in K-pop fandom for a long time to discuss the socio-cultural meaning of gift exchange in terms of qualitative research.