"Ai ai ai ai, I love you! Ai ai ai ai, I love you!"
At about 5:30 p.m. on the 25th, Hongik Culture Park in Mapo District, Seoul. When four women in maid outfits took the stage in front of the plaza, cheers erupted from all around. As the group "BE++ER!!" began to sing, about 150 fans filling the plaza answered with a mass singalong. Some jumped up, following the choreography.
The park bustled with fans starting three hours before the show began. Even while the five teams slated to perform took turns rehearsing, fans waved light sticks and moved to the music. Passing citizens and foreign tourists also stopped to take in the sight of an outdoor performance in the middle of downtown.
Songga Ndeisvava (31), a tourist from Belgium, said, "The sight of fans jumping along was as striking as the performers themselves."
◇ Underground idols heat up Hongdae… fans gather from three hours before the show
On this day, performances by so-called "underground idols" continued in and around Hongik Culture Park late into the evening. Underground idols are acts that perform mainly on small stages rather than through broadcasts or major agencies. The culture, which began in Japan, is expanding in Korea as it meshes with social media and "direct-cam" culture, in which fans film videos themselves.
Six "bazooka cameras" (cameras with telephoto lenses) set up by fans stood in a row at various spots in the park with a direct view of the stage. Some spread out mats to stake out prime spots early.
Underground idols who took the stage wore outfits with clear concepts, such as maid costumes, princess dresses, and cyber warrior suits. It is seen as an effect of the high proportion of male fans. According to Seoul's real-time city data, the floating population in the area during the underground idol performance had about 10 percentage points (p) more men than women. One underground idol fan noted, "Recently, the number of female fans has also been increasing."
◇ Tickets sell out… buy "benefit tickets" for photos, videos, even dates
A paid concert featuring six underground idol teams was also held at a venue near Hongik Culture Park the same day. The 350-seat venue was full. Tickets came in two types, 25,000 won and 80,000 won, and both the performances on the 25th and on the 26th sold out.
After the performance, "merch sales" continued. Short for merchandise sales time, merch sales are a core revenue source for underground idols. In addition to albums and signed T-shirts, opportunities to take Polaroid photos with members or to record videos and audio with them were sold as products.
To take part in merch sales, you must buy a "benefit ticket." Prices are usually 5,000 won to 10,000 won per ticket. If you buy many benefit tickets and accumulate points, you can purchase higher-tier products. If you pass a certain threshold, in some cases you can buy a one-on-one café date ticket with a member.
◇ 100 complaints over lewdness… police dispatched too
Not everyone welcomes underground idols. There is ongoing controversy over lewdness and the commodification of sex regarding performers wearing overly revealing outfits or selling products that bring them into close contact with fans.
More than 100 complaints related to this performance were filed with Mapo District. Most reportedly pointed to public obscenity and violations of youth protection.
On the 26th, police were dispatched to the venue where an underground idol concert was held. It was rated for all ages, but a performer in a highly revealing bunny outfit was reportedly the issue. Local civic groups are also raising concerns that the merch sales model encourages the commodification of sex.
There is no separate preapproval process for underground idol performances themselves. However, as complaints mounted, Mapo District began on-site guidance. A Mapo District official said, "We are identifying the complaints and the actual situation along with the departments in charge of performances and are reviewing response measures."