EXO, BTS And TWICE’s Popularity Sparks Million-Dollar Merchandise Business: How Much Did Each Fandom Contribute?
Avid fans of various Kpop groups would typically support their favorite bands by buying special-themed items, aside from attending concerts and purchasing latest albums. Recently, the million-dollar merchandise sales that EXO, BTS and TWICE fans contributed to different brands was revealed.
Over the years, several brands partnered with famous Kpop groups to promote a specific collection or merchandise items such as clothes, travel gear, and even electronic equipment. Given the popularity of EXO, BTS and TWICE, the three South Korean bands helped to boost sales of specific products.
With the three K-pop group's fandom expected to buy specially created goods, EXO, BTS and TWICE's fans would account for around five to ten percent of merchandise sales. A merchandising industry expert shared in a recent interview with Korean news outlet Joins that each of the said band's fan base would have contributed around $8.7 million (10 billion won) in sales.
Moreover, EXO, BTS and TWICE's popularity can be felt not only in Asia but in other countries across the globe. Demand for EXO and BTS' specially designed suitcases by famous brands even increased despite its high selling price.
Similarly, TWICE's special Bluetooth speaker collaboration with LG Electronics also became popular among avid fans. With a pre-order promotion that bundled the speaker with an autographed CD and a pre-recorded speaker greeting from TWICE members, the item sold out in 50 minutes after the online sale was launched.
Given the massive support and increase interest of avid fans for Kpop merchandise, many companies and brands have been looking forward to collaborating with the said groups. BTS, EXO and TWICE's respective fandom can expect to see more product endorsements from three bands.
In other news, BTS is set to perform their new songs during the band's upcoming Seoul concert. In a recent announcement, as obtained by Yonhap News, the K-pop group's agency Big Hit Entertainment revealed that the seven-member group will perform new tracks such as "Not Today," "Spring Days" and more.
BTS' upcoming "Wings" concert tour will begin with a two-day Seoul performance on Feb. 18 and Feb. 19, before moving on to the U.S. and other South American countries.