K-Pop Lightsticks Illuminate the Squares, Blurring the Lines Between Politics and Popular Culture

The colorful K-Pop lightsticks used at rallies demanding President Yoon Suk-yeol’s impeachment have evolved from mere concert accessories into new symbols of protest that carry political messages. The phenomenon of fandom culture merging with political movements and thereby eroding boundaries between politics and popular culture is attracting significant attention. The popularity of these lightsticks and related items at the rallies was also evident in e-commerce platforms. Some LED lightsticks sold on sites like Coupang ran out of stock, while second-hand trading platforms such as JunggoNara and BeonghwaJangteo were flooded with purchase requests as sellers posted numerous listings. LED candles used at concerts also appeared high on e-commerce search rankings. K-Pop fandoms’ political involvement has expanded beyond mere material consumption to become a form of cultural activism. The “pre-payment culture” observed at the rallies is closely linked to the sharing culture that originated from idol concerts and fan meetings. Additionally, K-pop music served as a tool to unite rally participants, with so-called “impeachment playlists” taking over the role of traditional folk songs and facilitating communication across generations. Girls' Generation’s “Again” was previously used in protests at Ewha Womans University in 2016 and in anti-government demonstrations in Thailand in 2020, establishing itself as a symbolic song for such movements. Political merchandise has also become a means to strengthen voters’ identities and foster solidarity among them. In the past, fan clubs led the creation of merchandise centered around politicians, but recently, political parties and governments have increasingly released their own political merchandise. The Jo Kuk Innovation Party launched two sets of “New Year merchandise” featuring the party logo on socks and photo postcards of former party leader Jo Kuk, which sold out within a single day due to high demand. The Democratic Party also sold DJ T-shirts, photo cards, and eco-bags at its national party congress held in Seoul’s Olympic Park last August, prompting long lines of party members rushing to purchase them. President Yoon Suk-yeol’s wristwatch once commanded high prices but saw its value drop sharply after the December 3 emergency martial law declaration. Experts view this phenomenon positively. Joan Cho, a professor of East Asian studies at Wesleyan University, described the rallies demanding President Yoon’s impeachment as “remarkable and encouraging,” noting that they challenge the existing stereotype that younger generations are indifferent to and uninvolved in politics. Meanwhile, K-Pop fandoms’ political agency is not an emerging trend but rather a long-standing phenomenon. In the early 2000s, g.o.d fans sent official letters to advertisers and organized truck protests to protect a member facing expulsion over rumors of a romantic relationship, while Seo Taiji’s fans held parliamentary discussions to push for improvements in music copyright laws. Following the 2016 Gangnam Station female hate murder case and the 2018 Burning Sun scandal, fandoms campaigned to force members involved in sexual crimes to leave their groups. Merchandise has transcended being merely a commodity, becoming a powerful tool for conveying messages and expressing values and identities. The “K-popification of politics” and “politicization of K-pop,” which demonstrate that popular culture consumption is inseparable from democracy, are regarded as prominent examples of new ways in which politics and popular culture can coexist.