"Just Grab Them All" in a Frenzy... "One Is Not Enough": The Power of Fandom Opens Young Wallets [K-holic]

16.3 Million CDs Sold in the U.S. in the First Half of the Year
LP Sales Up 2.4%... CD Sales Surge by 16%
"K-pop Fandom Purchases CDs as Collectibles"

Editor's NoteInterest in Korean culture is growing rapidly worldwide. Korean-related products and content such as K-food and K-beauty are permeating not only niche fan bases but also the daily lives of overseas consumers. [K-holic] sheds light on the 'Korea Wave' seen around the world and explores the reasons why overseas consumers are focusing on Korea.

"CDs have become a means of expressing devotion as a fan."

With the spread of music streaming services, CDs had been neglected for some time, but they are regaining popularity, especially among young people in the United States. Industry insiders analyze that the main drivers of CD sales recovery are the strong purchasing power and collectible culture of K-pop fandoms.

BTS fandom (ARMY) gathered to watch the group BTS' concert held at the Busan Asiad Main Stadium on the 13th of last month. Photo by Yonhap News

Buying CDs even without a CD player: 16% increase in US sales in the first half of the year

According to a recent report published by the US music and entertainment data analytics company Luminate, CD sales in the US during the first half of this year stood at 16.3 million units, up 16% compared to the same period last year. LP (vinyl) sales also increased during the same period, but the growth rate was only 2.4%. Luminate analyzed that this surge in CD sales resulted from factors such as: the release of albums by popular artists including BTS, the expansion of K-pop album launches, the growth of collecting culture, and reasonable pricing.

On the 20th, BTS announced that they performed at the halftime show of the '2026 FIFA North and Central America World Cup' final held at the New Jersey Stadium in New York, USA, on the 19th (local time). The photo shows the group BTS performing at the World Cup halftime show. Photo by Big Hit Music, Yonhap News Agency

Previously, BTS achieved significant commercial success in the US, the world’s largest music market, with their fifth studio album "Arirang." In the first half of the year, "Arirang" recorded 567,000 CD sales and 331,000 LP sales, both topping their respective categories. It also ranked fourth on the ‘Top 10 Albums’ chart, which combines CD, LP, and streaming figures.

Regarding this, Rob Jonas, CEO of Luminate, stated, "Thanks to BTS's 'Arirang,' total US CD sales for the first half of the year reached 16.3 million, a 16% increase," adding, "The 'Arirang Effect' has propelled Korea to third place in Luminate's music export power rankings."

The report further stated that K-pop artists such as BTS, ENHYPEN, and ATEEZ are leading sales in major US retail channels, noting that "the culture of purchasing physical albums as collector’s items is a key characteristic of K-pop fandoms." In fact, a survey found that about half of Gen Z and millennial CD buyers do not own a CD player, indicating the growing trend of buying CDs more for collection than for listening to music.

"Multiple purchases driven by photocards and photobooks"

Netizens introducing BTS photocard. TikTok

Aidin Vaziri, senior reporter and music critic at the San Francisco Chronicle, pointed to packaging that stimulates fans’ desire for collection as a reason behind the high sales of K-pop albums. He explained, "K-pop albums are not just simple CD cases but are often sold as collectible packages including elements such as photobooks, posters, and photocards. With various versions released, fans are encouraged to buy more than one copy."

In practice, it is common for K-pop albums to include random photocards or special benefits such as entries for fan signing events, promoting repeat purchases through such marketing strategies. Vaziri said, "While streaming remains the primary way Americans listen to music, physical albums have established themselves as souvenirs, display collectibles, and as a means for fans to express their passion."

"K-pop fandom, characterized by active and voluntary participation"

The active consumption pattern of K-pop fandoms is also clearly reflected in the related statistics. According to Billboard's report "K-pop Fandom in the U.S." published last year, 63% of respondents said they had purchased a K-pop CD in the past year. Additionally, 41% reported spending more than 100 dollars (approximately 140,000 won) on CDs during the same period, and among them, 20% spent more than 250 dollars (about 360,000 won).

The trend of buying multiple copies of the same album was also prominent. 52% of respondents said they had bought several copies of the same album because of different designs or inclusions. Billboard analyzed that many K-pop fans not only actively purchase and collect albums but also buy other artist-related merchandise such as clothing and light sticks.

Glenn Peoples, Billboard’s chief analyst, said, "The biggest factor that distinguishes K-pop from other music genres is its fans," adding, "what sets K-pop fans apart is that they are far more active and voluntary in their engagement compared to typical music fans."

This content was produced with the assistance of AI translation services.