Will K-pop fans finally get their hands on rare photo cards and flaunt their poca collections without breaking the bank?
Maybe. Maybe not. But Korea’s antitrust agency is now investigating huge entertainment companies’ marketing strategy of bundling K-pop albums with random collectible photo cards of their idols.
These gimmicks have prompted fans to purchase multiple copies in hopes of snagging rare ones. The prices of these albums containing coveted photo cards often skyrocket on online reselling platforms, reaching double or even triple the original cost.
This “unfair sales tactic of photocards” might potentially violate the Fair Trade Act if it involves unfairly bundling and selling different products to consumers, reported The Korea Times.
According to the Korean Fair Trade Commission, it is investigating whether the entertainment giants have crossed any legal boundaries. Although the agency refrained from disclosing the intricacies of its ongoing inquiry, they are determined to ensure that fair manufacturing processes are observed.
They’re also looking into claims that companies are tweaking production numbers to create “rarer photo cards” to boost sales.
As part of its probe, the agency visited early this month SM Entertainment, JYP Entertainment, and YG Entertainment—home to some of the global K-pop group sensations like NCT, aespa, Red Velvet, ITZY, Twice, and BLACKPINK.
The investigation stemmed from complaints by Korean consumers who’ve had to shell out extra cash on albums just to secure those elusive cards. A local K-pop fan revealed that she had to spend more than 100,000 won (P4,300) on albums that cost about 15,000 won (Php650) to a max of 30,000 won (Php1,300) each to get the card she wanted.
In the Philippines, a photo card can go for anywhere between Php220 to Php400. But passionate K-pop fans would cough up as much as Php3,000 to a whopping Php70,000 for coveted “star cards” or prized sets. These rarities are hard to come by, often fetching hefty sums in auctions or private sales.
