K-pop labels in South Korea are thriving in physical album sales despite rising concerns over plastic waste and pollution linked to these purchases. Fans like Kim Na-Yeon buy multiple copies for exclusive items, reflecting on the environmental impact of their habits. K-pop CD sales surged past 115 million in 2023, prompting discussions on sustainability. While record companies are being fined for environmental violations, fans express a desire to support their idols without endorsing exploitative marketing practices.
In the face of stiff competition from streaming platforms, K-pop labels in South Korea are still thriving in physical record sales, thanks to their sophisticated marketing strategies. However, the significant amount of plastic waste and pollution resulting from this consumption is raising concerns among fans.
One such fan, Kim Na-Yeon, has a habit of purchasing multiple copies of new albums, hoping to discover a unique ‘selfie’ of her favorite idol tucked within the packaging.
K-pop record companies entice fans through incentives like exclusive ‘photo cards’ featuring the singers and ‘vouchers’ for virtual meet-and-greets, encouraging an increase in CD purchases.
Over time, Kim’s collection of albums has expanded, prompting her to reflect on the environmental consequences of her buying habits.
‘Every album is like a lottery ticket,’ remarks Roza De Jong, another devoted K-pop enthusiast, in a conversation with AFP.
According to her observations, it’s commonplace to find stacks of plastic albums piled in stairwells and littered across the streets of Seoul, with fans often buying them just for a chance at a coveted photo or ticket.
Albums frequently come with various cover designs, adding to the allure.
– The Dilemma of Marketing Practices –
Kim Na-Yeon expresses her discontent, stating, ‘This is all marketing exploitation,’ accusing the music industry of ‘manipulating’ the deep affection fans have for their artists.
In 2023, K-pop CD sales soared to over 115 million units, marking an unprecedented milestone in the industry’s history by surpassing the 100 million threshold for the first time.
This figure represents a remarkable 50% increase compared to the previous year, despite a growing trend of consumers favoring streaming services over physical media.
Sales surged during the Covid pandemic as labels sought to offset the financial losses incurred from canceled tours.
HYBE, the agency behind the globally renowned group BTS, stated to AFP that it is actively working towards environmental sustainability.
‘We are committed to using eco-friendly materials for our albums, video releases, and official merchandise, prioritizing the reduction of plastic usage,’ HYBE informed AFP.
Nonetheless, Kim Na-Yeon notes that CDs ‘are constructed from materials that are challenging to recycle,’ prompting her to contemplate the carbon footprint associated with their production and disposal.
– The Push for Environmental Responsibility –
CDs, made from polycarbonate, can be recycled but require a specialized treatment process to avoid releasing harmful gases into the atmosphere.
Additionally, the manufacturing of a single CD generates approximately 500 grams of carbon emissions, according to a study on environmental impact conducted by Keele University in the UK.
When considering the weekly sales of a prominent K-pop group, this amount could equate to ‘the emissions produced by 74 flights around the globe,’ asserts Kim Na-Yeon.
To combat the environmental impact of CD production and sales, the South Korean Ministry of Environment has been enforcing penalties since 2003.
Last year, record labels faced fines totaling around 2.0 billion won (over 246 million euros), as stated by Yoon Hye-rin, deputy director of the resource circulation policy division at the Ministry of Environment.
This year, South Korea is also hosting UN discussions aimed at establishing a global treaty to tackle plastic pollution, which commenced recently in Busan.
While she criticizes the practices of record companies, Kim Na-Yeon emphasizes that she has no intention of boycotting the artists themselves.
‘They are not the ones responsible for the marketing strategies,’ she explains, adding that fans genuinely wish to see their idols succeed, making a boycott unfeasible.