SEOUL, March 18 (AJP) - The soaring price of K-pop light sticks — once a simple symbol of fandom — is fast becoming a flashpoint ahead of the BTS Gwanghwamun comeback concert, as shortages and steep markups leave fans questioning whether the experience is still worth the cost.
With the concert just three days away, demand for official light sticks has surged, triggering shortages and driving up resale prices, particularly in tourist-heavy districts in central Seoul such as Myeongdong.
At around 3 p.m. on Wednesday, K-MECCA, a K-pop goods store in Myeongdong, was crowded with about 30 foreign visitors browsing merchandise. Light sticks displayed at the entrance drew attention.
“I think everyone wants to get the feeling, but these prices are too high,” said Katie Mueller, a visitor in her 30s from Germany. “A lot of fans are younger than me, so it should stay within a reasonable range. I’m not sure if I would want to spend this much.”
“The light stick is too expensive,” said Nanako, 18, from Fukuoka. “I can’t afford it. But if I could, I would want to get a light stick and photo cards.”
Myeongdong has emerged as a hub for K-pop merchandise sales, with stores targeting foreign tourists who may be less familiar with official pricing. Some stores did not display prices, requiring customers to check at the counter, where prices change with demand.
According to data from secondhand platform Bungaejangter, search interest in BTS-related items including “BTS light stick,” “BTS concert” and “BTS tickets” has spiked this month, indicating a simultaneous increase in both concert participation and merchandise demand. As of March, searches for BTS light sticks rose 438 percent from the previous month and 1,764 percent from a year earlier.
The trend extends beyond Korea. On Japan’s resale platform Mercari, transactions involving BTS light sticks have also increased, indicating strong overseas demand ahead of the event.
Offline demand is also evident. At the K-pop specialty “K-WAVE Zone” inside Shinsegae Duty Free Myeongdong, BTS merchandise sales jumped about 190 percent over the March 13–15 weekend, with March 14 sales more than tripling year-on-year.
A staff member said light sticks are currently difficult to secure and that inquiries about BTS goods have been increasing, particularly from Japan.
“Today it’s a bit quieter because of the rain,” she said. “Light sticks are not coming in. They’re in short supply.”
Analysts warn that excessive price hikes that could damage Korea’s tourism credibility.
“This is not just a pricing issue. It’s a matter of trust,” said Lee Hoon, professor of Hanyang University. “When pricing exceeds a certain acceptable range, trust begins to break down.”
“If such practices are repeated, it could create a perception that Korean businesses are not trustworthy. Trust is easy to lose but very difficult to rebuild,” he said.
Kim Nam-jo, a professor at Hanyang University, said price increases may be natural amid rising demand, but agreed that excessive markups are problematic. Prices should remain within a reasonable range, he said, noting that tourism depends on repeat visits rather than one-time consumption.
“Tourism is not a one-off experience. If visitors leave with a negative impression, they may not return, and they won’t recommend it to others.”
He warned that such practices could have broader implications beyond individual stores.
“What appears to be a local issue can ultimately affect the country’s overall image,” he said. “Short-term pricing strategies do not last. Businesses built on image cannot survive if that image is damaged.”
On a different note, Joo Dong-oh, a professor of Kyung Hee University, offered a more nuanced view, saying that if consumers are aware of regular prices yet still choose to pay more, K-pop merchandise can be seen as “an emotional symbol commemorating the BTS concert rather than a simple product.”
He added that unless clear illegal practices such as counterfeit sales or price collusion occur, the impact on Korea’s tourism image is likely to be limited.
Kim Hong-yu, also of Kyung Hee University, agreed that the surge in K-pop merchandise prices is problematic. “With K-pop’s core fan base is growing beyond Southeast Asia into Europe and North America, this is a particularly sensitive stage,” he said.
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