In a recent development, the Korea Fair Trade Commission (KFTC) has initiated an investigation into four entertainment agencies—HYBE, JYP, SM, and YG. Known as the “Big Four” in the K-pop scene, these agencies face allegations of overproduction and forced sales of idol photo cards.

Photo cards, the size of business cards, are printed photos of idol group members. Often including previously unreleased photos and sometimes even handwritten signatures, these cards are typically included in physical albums. However, their excessive variety has led to criticism and suspicions of forced sales practices by these agencies.

The KFTC conducted an on-site investigation at YG Entertainment last August 2, following similar probes at the JYP and SM Entertainment buildings on August 1 and July 31, respectively. Notably, HYBE wasn’t spared. The KFTC also sent a team to the HYBE premises on August 3. This move was a response to a surge in complaints about the overproduction of photo cards for idol albums.

For instance, the popular boy group NCT, managed by SM Entertainment, reportedly released nearly 50 different versions of photo cards. These cards are sold randomly, compelling fans to purchase multiple albums to obtain the cards they want. This practice has provoked outrage among concerned netizens, with many saying it has become too extreme. The cost of one album typically ranges from 15,000 to 40,000 KRW.

Hello to Hallyu: The big photocard controversy

A cause for concern

The photo card craze has led to increased spending among fans and caused concern among parents. Parents have expressed frustration over their children’s obsession with collecting photo cards. In several cases, fans may purchase dozens to hundreds of albums for the sake of their desired cards. Some even spend a lot on products they don’t usually consume. For instance, parents have reported buying boxes of soda cans and pizzas from specific brands just to obtain photo cards of certain idols.

if you collect photocards this is how you can justify it

The value of idol photo cards varies greatly, with rare ones being highly sought after and listed at higher prices. For example, a limited-edition photo card of BTS‘ Jungkook was reportedly sold for nearly 1700 USD, and some have even claimed to see it listed for as much as 5000 USD on certain platforms. This has sparked a discussion on the ethics of such practices, with critics arguing that it promotes overspending among young fans.

5 Most Expensive K-Pop Photocards EVER!

SEVENTEEN’s The8 vs. photo cards

Some idols share the critics’ concerns. In November of last year, SEVENTEEN‘s The8 sparked a conversation about the K-pop photo card industry that caught the attention of many. The discussion began when a fan expressed concern about not being able to get his photo card. The8 responded by urging them to reflect on their reasons for wanting the photo card, which led to fans sharing their motivations for collecting photo cards. The8 expressed concern about the negative emotions fans might experience in such situations.

In response to the issue, The8 proposed a practical solution: fans could print their own photo cards. He even pledged to take more selfies to support this idea. However, he also cautioned fans against publicizing his comments, fearing potential repercussions from his agency. His sentiments reflect a wider perspective among some idols who place the well-being of fans above the commercial elements of the industry.

The tip of the iceberg

Photo cards are just the tip of the iceberg as far as the KFTC is concerned. It has been conducting a series of investigations into other issues surrounding entertainment agencies. Earlier in July, they examined violations of subcontracting laws by HYBE, SM, and YG. These agencies were said to have outsourced the production of albums and goods to external companies. The KFTC is also looking into unfair contract practices between entertainers and their agencies.

As the probe continues, industry insiders predict that Cube Entertainment could be the next agency to come under scrutiny. The entertainment industry awaits the outcome of the KFTC’s investigation, which could reshape the practices surrounding the production and sale of idol photo cards. – K-Pop News Writer

Featured Image: The more members a group has, the more photo cards they’ll drop. NCT reportedly released almost 50 cards once. Source: Twitter/@polar_shops.