K-pop fans mobilize consumer power for environmental activism

After Hyundai coal success, activists target Korean music industry over marketing

20240605 Huge Numbers Of Fans Attend BTS 10th Anniversary FESTA In Seoul

Fans of K-pop band BTS gather in Seoul in June 2023. Some enthusiasts of the music genre are joining together to push companies to pursue green policies. © Getty Images

KIM JAEWON, Nikkei staff writer

SEOUL -- K-pop fans are reknowned for the strong passion and loyalty they display for artists such as BTS, Blackpink, Exo and Aespa. Concert tickets costing hundreds of dollars sell out in an instant and fan clubs raise money to celebrate star birthdays with advertisements in Seoul metro stations.

But now a group of K-pop fans in Asia and beyond have mobilized their money, time and energy for something different: campaigning to save the Earth.

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