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| After K-pop boy band EXO member Sehun liked a photo of a luxury watch, a fan gave the timepiece to him as a present. Capture from Instagram |
By Dong Sun-hwa
Fans of K-pop stars are showering their idols with jaw-dropping gifts such as cars and expensive watches. This practice of idol worship is called "jogong," meaning "tribute," by which a subject dedicates offerings to a sovereign. But now, among fans, it is the culture of gift-giving to celebrities and comes in many forms.
In the beginning, when hallyu was yet to garner great popularity across the world, fans only sent little gifts such as paper cranes or fan letters as "jogong" to show their affection.
Nowadays, however, "jogong" has turned into a competition among a portion of fans, according to Kwak Keum-joo, a professor of psychology at Seoul National University.
She told KUKINEWS: "The jogong culture stems from the faulty belief ― fans believe they can only be born in the minds of celebrities by sending expensive and particular gifts."
Some fans have sent food or coffee trucks to cater for casts and crews of TV programs and movies starring their favorite celebrities. Usually, this is to impress the people involved in the production so their idols could benefit.
"Extravagant" ones have sent cars and other gifts including diamond rings, laptops and cash.
Buying ads for their idols in subway or bus stations is another type of jogong.
Fans of Kang Daniel, the main member of K-pop boy band Wanna One, placed an ad in New York's Times Square in 2017 to wish him a happy birthday.
Some teenage fans are even getting part-time jobs and those in their 20s or older are saving and working to pay for their gifts.
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| A fan ordered a food truck catering service for actor Park Bo-gum. Courtesy of Blossom Entertainment |
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| Son Na-eun, of K-pop girl group Apink, with birthday gifts from fans Captured from Apink official Facebook. |
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| The ad in New York's Times Square that celebrated Kang Daniel's birthday Captured from U.S. Embassy in Seoul's Twitter |
