Social and Psychological Aspects

Materializing Fandom: The Role of Apparel in U.S. K-pop Fan Identity and Media Culture

---

Abstract

This study explores how U.S. K-pop fans navigate identity and belonging through the consumption of K-pop apparel merchandise, with a focus on the intersection of identity factors. Drawing on social identity theory and intersectionality, the research explores how these intersecting identities shape fans' experiences and consumption behaviors. Using semi-structured interviews and AI-assisted netnography, six key themes emerged: the impact of financial constraints on fandom participation, the generational divide in fan engagement, gendered dynamics in fandom expression, challenges related to body size and merchandise inclusivity, regional disparities in fandom involvement, and the cultural complexities of fandom participation. The findings reveal that K-pop apparel is not only a form of fandom expression but also a medium for negotiating identity and belonging within a transcultural context. This study contributes to understanding the role of apparel in fostering inclusion and exclusion in global fan communities, offering insights into fan culture and consumer behavior.

Keywords: K-pop, apparel merchandise, fans, identity, intersectionality

How to Cite:

Freeman, K. E. & Chung, T., (2025) “Materializing Fandom: The Role of Apparel in U.S. K-pop Fan Identity and Media Culture”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21430