K-pop Gift Culture Faces Major Shift as IVE Stops Accepting Fan Presents
Starship Entertainment announced December 15 that IVE will no longer accept gifts from fans, joining a wave of K-pop acts reshaping how the industry handles supporter traditions. Only fan letters will be permitted going forward.
The agency framed the decision around redirecting fan generosity. "This decision was made in the hopes that the gifts you send will instead go to places where they are needed more by the fans," the statement read, asking for understanding from supporters who may have already prepared gifts.
Why Groups Are Saying No to Gifts
What started as fan devotion has become increasingly problematic. The gift-giving culture creates financial pressure on fans, sparks competition within fandoms, and raises fairness concerns when some supporters send expensive items while others cannot.
BTS set the precedent in 2018 when they stopped accepting gifts after five years of receiving everything from designer clothes to gold bars. Members wrote personal letters explaining their decision, with RM noting he worried about creating burdens and showing favoritism between gifts.
HYBE extended this policy across all its artists, establishing a new industry standard. BLACKPINK followed in October 2021, with YG Entertainment stating the members "had been struggling for a long time" to communicate their preference for charitable donations instead.
Newer Groups Adopt Stricter Policies
Fourth-generation groups largely launched with gift restrictions already in place. Le Sserafim limits personal gifts and manages support through the agency. (G)I-DLE, StayC, and KISS OF LIFE similarly restrict personal items, allowing support only at official events.
JYP Entertainment maintains company-wide restrictions for all artists, including NMIXX, accepting only letters, donation certificates, and anniversary banners.
IU takes a different approach, declining personal gifts while directing fans toward donation-based support for her birthdays and anniversaries. Her agency has stated multiple times the goal is "reducing burden on fans." She regularly donates hundreds of millions of won under the combined name "IUaena"-merging her name with her fandom.
When Fans Expected Gifts Back
The debate intensified recently around "reverse gifts"-items artists give fans at events. At the 2024 Gayo Daejeon pre-recording, some groups provided nothing while others like NewJeans and PLAVE offered meal boxes, blankets, and gift cards to fans waiting in cold weather.
IVE provided photocards and hand warmers at the same event. Online discussions questioned why successful groups couldn't offer basic appreciation items, though some defended artists by noting agencies typically handle these arrangements.
Industry Sees Cultural Evolution
Rather than eliminating fan support entirely, the industry is channeling it differently. Fans increasingly express devotion through streaming numbers, concert attendance, and social media engagement instead of physical gifts.
"Fan support culture isn't going away-it's being restructured into more controlled forms," one industry source explained. "These policy changes protect artists and cultivate healthier fandoms."
IVE debuted December 1, 2021 under Starship Entertainment and quickly became one of K-pop's biggest acts with hits including "ELEVEN," "Love Dive," and "I AM." The six-member group's decision signals that even recently-debuted acts are drawing boundaries as they achieve success.
The shift reflects broader questions about sustainability in K-pop's relationship culture. As the industry grows globally, agencies are recognizing that genuine connections don't require expensive material expressions-a change that may define fan culture for the next generation of K-pop.