Merchandise associated with idol stars is causing controversy, with some claiming that the products are ‘back bone breakers’. ‘Back bone breaker’ is a new term meaning that something is so expensive that in order to buy it, one has to work so hard that they almost break their back bones. (Image : Kobizmedia / Korea Bizwire)
Seoul, July 14 (Korea Bizwire) – With a pair of idol-endorsed earphones selling for 1,230,000 won, merchandise associated with idol stars is causing controversy, with some claiming that the products are ‘back bone breakers’. ‘Back bone breaker’ is a new term meaning that something is so expensive that in order to buy it, one has to work so hard that they almost break their back bones.
The Citizen’s Mediation Center at the Seoul YMCA revealed the prices of idol star merchandise sold at stores directly managed by the top three entertainment agencies. The research was completed by ‘Y Eyes’, a civil monitoring organization formed by college students, and they investigated the 15 most expensive items at each store.
Merchandise created with idol group ‘E’ from agency ‘S’ was the most expensive. Earphones sold for up to 1,230,000 won, and dolls, t-shirts, and wallets made in collaboration with famous designer brands were selling at prices between 195,000 won and 565,000 won. Buying the 15 most expensive items at this store would cost 3,844,000 won.
Jackets from the idol group ‘B’ and agency ‘Y’ were 175,000 won, and buying the 15 items with the highest prices cost 1,053,000 won, while buying 15 items from the idol group ‘C’ and agency ‘F’ cost 478,000 won.
Considering the main consumers of the products are teenagers, the prices seem to be unreasonable.
Seoul YMCA states, “This is highly misleading star marketing that uses the pure fandom of teenagers.” They also emphasize that teenagers need to make wise decisions when spending money.
Seoul YMCA plans to request an investigation into whether monopoly power was abused in the market according to the ‘monopoly regulations and fair trade law’.
By M. H. Lee (mhlee@koreabizwire.com)
