Fan events at local cafes: the next big thing in K-pop fan culture

Gold balloons spelled ‘Happy Birthday Jimin’ on a wall in the corner, while photographs of the birthday boy lined the rest of the café. More than 100 people were there to mark the occasion. But Jimin was nowhere to be seen.

He is a Korean pop star, a member of boy group BTS. And this was a party celebrated by fans in faraway places.

This birthday celebration, held at +82 Dessert Café, is one of many similar fan-organised K-pop events in Singapore. Although common in South Korea, such events only appeared here this year.

Today, an average of three similar events happen a week, according to KPOPCafeSG, a Twitter account that tracks K-pop café events in Singapore.

These events usually celebrate anniversaries of the idol’s debut or birthdays, like Jimin’s birthday event – organised by fan Adelene Chia, 22, to show her dedication to the idol.

“The point is to gather fans to have fun,” said Ms Chia. “We can’t see the boys often unlike Korean fans. This event is another way to feel like you’re seeing them.”

Some organisers collect and send fan letters to their idols during these events. This was what army instructor Wilson Ong, 24, did during his anniversary event for girl group Twice in October. “I wanted to let Twice know that there are still fans in Singapore, so don’t forget us,” he said.

At café events, attendees get a cup sleeve upon buying a drink. They can also collect ‘fan supports’, which are merchandise designed by other fans.

These events benefit not only fans, but also cafés, by boosting business.

“The promotion for the café is quite good,” said Selfie Coffee’s barista Sia Chong Ting, 27. “It’s like a celebrity came.”

For 5TheMoments Café, it expands their target audience. “It brings young people here,” said owner CK Chia, 45, whose regular customers are adults.

Most organisers, however, still choose Korean cafés because it complements the ‘K’ in K-pop, said Ms Teresa Woo, 41, a manager at Korean franchise Coffeesmith.

But some find the culture in this trend unhealthy, where a single occasion can have multiple events.

“It’s a toxic culture because it causes competition between fans of the same group,” said NTU undergraduate Neo Hui Ying, 22, who organised an event for boy group JBJ in October. “All of us like JBJ. Why organise separate events, then fight over turnout?”

These sentiments are shared by Temasek Polytechnic student Pearlina Cheng, 19. Her event for UNB member Chan – which will be held in December – already has four competitors.

“I’m scared fans would rather go for someone else’s event than mine,” said the Pharmaceutical Science student. “I don’t know why other organisers don’t want to combine events. It saves costs.”

Café events are fully funded by organisers, and cost around $300. This is a hefty amount especially for students, said Ms Cheng.

Due to this unhealthy competition, Ms Neo and Ms Cheng are sceptical that this trend will continue for long.

But Assistant Professor Liew Kai Khiun, 45, believes that it would last for at least five years.

Fans use these events to reflect greater authenticity and sincerity, said the NTU professor in charge of the module: ‘The Korean Wave’. “Whether the artistes notice the fans is secondary to fans’ desire to magnify the presence of their stars visibly in every possible location.”

(Nov 2018)