This past summer, the K-pop world was filled with new music, approaching world tours, and cutting-edge debuts. However, in recent news, the group NCT 127’s controversies have taken first place in the media. The industry’s emotional marketing tactics start to fail when fans and idols’ relationships break from the exposed truth.
The success of K-pop comes from the immense devotion from fans. Something the industry specifically profits off. They create a dynamic between fans and idols that makes them feel more connected on a personal level. The industry’s income is extremely dependent on the opportunities for idols and fans to interact like messaging apps and fan meetings. K-pop fandoms were created to break the bridge between rich, A-list celebrities, and middle class, regular citizens. This marketing tactic is very effective as it profits off the public’s emotional attachments, fans must place their trust in the hands of their idols. These relationships create restrictions on the idols’ normal lives. In order to maintain fandom profits, K-pop idols are restricted from having relationships themselves to assure fans there is nothing in the way of their bond. When this trust is broken, what happens to the enterprise’s economy?
In a recent statement shared on August 28th, 2024, by SM Entertainment, thirty-year old member, Moon Tae-il, was removed from the K-pop sensational group, NCT 127. This group is one of the biggest of the 4th generation, creating a big name for themselves globally. This report shocked the public revealing that Taeil is currently undergoing a criminal investigation for sexual crimes and will not be continuing his activities in the group. Fans were especially concerned of the severity of the crimes when Taeil was not put on pause in the group, but rather, his contract was terminated completely. His immediate expulsion from the group confirmed the gravity of his offense.
When the K-pop industry fails to convince fans of their bond with their idols, people start to question if their connection with the idols is loyal. NCT 127’s Tae-il is a perfect example of how you cannot put your trust in the hands of someone you do not know. The K-pop industry makes you believe that they are trustworthy and that your connection is real. This tactic is detrimental to fans and can cause trust issues in their life outside of the K-pop fandom. A key takeaway is creating a boundary between you and your favorite idol. Fans should be conscious of the industry’s intentions and be aware that they present these celebrities in a certain light to make them seem like trustworthy people. The K-pop industry’s questionable marketing tactics, targeting fans’ trust and emotional attachments, started to fail since the recent scandal regarding the group NCT 127’s Moon Tae-il’s criminal investigation. Resulting in loss of trust for fans and their idols.
