Two sides of "idol culture"

When two fandoms of two stars who previously had a slight feud appear together in a performance, "fandom culture" is put on display...

If an artist's value is measured solely by views, votes, or purchasing power, then creative depth is easily overlooked. An unguided "fandom culture" can become a double-edged sword – simultaneously promoting and hindering sustainable development.

Fandom elevates the status of artists.

Today's fan communities are not just about liking and collecting pictures of their favorite idols. Instead, they are "spending money to create a storm" for their idols. The concept of the fan economy – which can be understood as exploiting the economic value based on the emotional bond between fans and their idols or brands – originated in South Korea and is flourishing in the Vietnamese showbiz industry.

The check-in booths offered a variety of activities: interaction with talented individuals, mascots, freebies, etc. (Photo: DUC THANH)

Thanks to the development of social media, especially TikTok, small groups of fans have transformed into communities of millions, each with its own voice and generating real revenue, directly influencing business interests, public taste, and sometimes even cultural policy. Therefore, the fan economy has become one of the pillars of the cultural and creative industries.

There, idols' revenue doesn't just come from performances; every detail related to them is commercialized. Fans buy albums, photo sets, and memorabilia; digital platforms allow fans to pay to message their idols directly; global concerts are held regularly, creating personalized experiences and strengthening fan loyalty.

On average, a South Korean fan spends over $2,000 annually on idol-related activities. Millions of international fans have chosen South Korea as a travel destination to experience places associated with their idols.

Related merchandise such as lightsticks, photobooks, and memorabilia also create a global market worth approximately $2.5 billion by 2025, while the value of cultural exports from the K-pop industry is estimated at up to $500 million annually, a testament to the economic power of fan sentiment.

After Sing! Asia 2025, Phuong My Chi quickly became the face of many brands thanks to the strong bond of her fan community. HIEUTHUHAI is also sought after by fashion and beverage brands due to her young and enthusiastic fan base who closely follow all of her activities.

The fan community of Den Vau not only spreads his music but also maintains strong ties through charitable activities, making him a trusted choice for many major brands.

After participating in reality TV shows, specifically "Brother Overcoming a Thousand Obstacles," a ticketed fan meeting format emerged and yielded great success. These private fan meetings, with official ticket prices ranging from 300,000 to over 1 million VND, sold out within hours of going on sale.

Today's fandoms have a significant economic and social impact. The success of young artists is often linked to the support of their fandoms, helping them promote their image quickly and gain a foothold in the market.

We still need "civilization".

Compared to K-pop or K-drama, Vietnamese fandoms are still in their infancy and smaller in scale. It's noteworthy that Vietnamese fans have gradually developed a culture of supporting, protecting, and promoting their idols, rather than simply listening to music or buying tickets to shows. This is a stepping stone towards a more sustainable Vietnamese music fandom in the future.

Fandom has transcended the boundaries of spontaneous fan groups to become part of the entertainment ecosystem, where audiences are not just listeners but also co-creators of value alongside artists.

But the other side of the Vietnamese fandom today is still the endless battles from the online world to real life. Recently, on September 28th, the Phiêu Concert took place at the August Revolution Square - Hanoi Opera House, bringing together a lineup of famous artists. This was a rare reunion between Kay Trần and Sơn Tùng, making the audience eagerly anticipate a joint interaction.

The two once had a boss-talent relationship under M-TP Entertainment, headed by Son Tung, but Kay Tran left a few years ago, sparking internal conflict between the two artists. However, the "moment of silence" when Kay Tran stepped onto the stage to perform attracted attention.

It wasn't hard to notice that the crowd of fans had almost all turned off their lightsticks, and weren't even moving or showing any excitement. On Threads, FC SKY (Son Tung's fandom) claimed to have discovered FC Flowers' (Kay Tran's FC) plan: to leave when Son Tung's performance began.

However, SKY outnumbered their opponents, so to "preemptively" strike, a silent black sea of ​​people was deployed before Flowers could "act." Notably, SKY is said to have enthusiastically supported and cheered on the other artists in this lineup.

Recently, the excessive interference of fandoms in the work and lives of idols has also been a controversial topic. Fan club battles, personal attacks on social media, and pressure on artists to cater to fleeting trends are the downsides of an overly powerful fandom. The story of singer-songwriter Bui Cong Nam having to replace his entire team simply because he wasn't well-liked by his fandom is truly baffling to many.

Sharing his thoughts on idol culture and how fans are currently speaking up to defend their idols, Jun Pham said: "Every fandom wants to protect its idol at all costs, and in any group, positive and negative aspects will always coexist. Therefore, negative things appearing among these adorable 'egos' are unavoidable. However, as a leader who directly influences my fandom, I always hope and advise my fandom to stay away from and ignore all controversies."

Singer ST Son Thach hopes: "Fans will proactively guide themselves towards optimistic and positive things to help reduce stress, because just going to school or work is stressful enough. ST believes that every idol wants their fandom to operate in a positive direction. ST thinks that the role of idols in influencing their fandom is very important."

Fandom is about supporting artists rather than imposing its will on them; encouraging them instead of engaging in extreme debates, transforming collective strength into positive actions for artists and society. When properly nurtured, fandoms not only provide strength for artists' careers but also become an integral part of contemporary Vietnamese culture – youthful, cohesive, and socially responsible. A civilized fandom not only helps artists develop sustainably but also becomes a part of cultural life, where attachment is transformed into pride, creativity, and a sense of community.

Source: https://nld.com.vn/hai-mat-cua-van-hoa-than-tuong-196251111205425565.htm