Now is an era where a star's 'otaku power' has become a new competitive advantage, with LE SSERAFIM Sakura, ILLIT Wonhee and Izuna Bang Jimin drawing attention.
The success formula of the idol market has changed. In the past, fandoms were enthusiastic about idols perfectly presented on stage for their skills and visuals, but recently they have shown greater interest in enjoying so‑called "favorite's tastes" — what they eat, what they wear, what they are interested in, and so on. What matters to fans now is not simple "star quality." A taste they can enjoy together has become a new competitive advantage in the idol market.
From this perspective, an idol's 'otaku power' has emerged as a powerful branding asset that captivates fandoms. This shows that fandoms' needs have shifted from "admiration" to "sharing." Fans no longer just follow manufactured images of idols. Instead, they feel deeper intimacy and connection with idols who share tastes similar to theirs and can form everyday common ground.
A representative example is LE SSERAFIM Sakura. Sakura expanded her hobby of knitting, which she enjoyed regularly, into her own content and brand. After launching her own knitting merch 'Kkurochet (KKUROCHET)', Sakura sparked a 'Sophie hood' craze in the process. As a model of "work‑life alignment," Sakura moved not only fans but also the public through knitting.
ILLIT Wonhee has formed rapport with peers and fans through her steady 'cosmetic otaku' persona. Wonhee wins strong responses by showing self makeup on fan communication lives or introducing items she loves in everyday life. It is not hard to find instances of her explaining her personal beauty know‑how, and Wonhee proved her influence by being chosen as an actual beauty brand model.
Izuna Bang Jimin has recently been noted as a "dessert goddess." Reports of waiting in line for salted bread that drew online attention received a heated response among fans. Contrary to her sophisticated, urbane visuals, seeing her stand in line to buy her favorite bread maximized her approachability. In addition, scenes of her enjoying baking in her own content circulated, positioning her as an idol people want to emulate not only in looks but also in taste.
This trend also aligns with changes in fandom culture. Today's fans consume and experience idols' tastes together and build relationships. Fans eat desserts recommended by their "favorites," buy the cosmetics they follow, and share the same hobbies. In an era where skill is the baseline, what ultimately moves fans' hearts is the character and taste of "what kind of person they like."
[OSEN]