The album was already in Mano’s cart, but somehow, two more versions had joined it – each with a different photocard of course.
To outsiders, this might seem excessive – why buy multiple copies of the same album?
But in Korean pop, every version comes with exclusive goodies, and for many fans, collecting is just as important as the music itself.
K-pop… what’s the craze all about?
From catchy tunes to mind-blowing choreography, K-pop has taken the world by storm.
Over the past decade, it has evolved from a niche interest to a global powerhouse, with boy group BTS leading the charge.
Since their 2013 debut, BTS has shattered records, topped charts, and, by 2020, became the first K-pop group to perform at the Grammys.
But what keeps the genre’s momentum going?
It’s not just about the music – it’s a meticulously crafted industry that thrives on fan culture, where loyalty is cultivated through engagement, merchandise, and an emotional connection with idols.
Dr. Katie Milestone, a sociologist specialising in media and culture, explains: “The ‘teeny-bop’ fandom model is alive in K-pop, where young girls are encourage to form intense emotional connections with idols through merchandise consumption and fan communities.
“The music industry profits from this model, often at the expense of both fans and performers.
“Youth culture often involves finding a form of music that rejects what parents deem acceptable – a bit of rebellion.
“Punks, for example, emerged in the 70s during a time of economic decline when young people felt they had no future, and the genre’s anger reflected their frustration.”
K-pop’s appeal isn’t so much about rebellion, but about creating a highly interactive world where fans feel personally involved.
Who is ATEEZ?
To better understand the impact of K-pop, I decided to experience it firsthand–through ATEEZ, a boy group making waves in Manchester.
Formed in 2018 under KQ Entertainment, ATEEZ quickly gained recognition, winning ‘Best Korean Act’ at the 2019 MTV Europe Music Awards.
Their fusion of hip-hop, rock, and pop, paired with a pirate-themed concept, sets them apart.
If pirates make you think of Johnny Depp and Pirates of the Caribbean, think again – this is something entirely different.
Mano Ali, 21, has been an ATEEZ fan since their debut.
She said: “ATEEZ experiments with music and ace all the styles they explore.
“They keep things fresh and I never get bored listening to them – which is why they continue to be my favourite group.”
To fully grasp their appeal, I decided to attend ATEEZ’s Manchester concert on January 30th at AO Arena, their first performance in the city.
And, not to brag, but learning the lyrics was easier than I expected.
The Allure of K-pop Collectibles
Before the concert, I immersed myself in the K-pop fan community to get a sense of the ATEEZ fandom (ATINY).
The day before, I visited Manchester’s renowned K-pop store, Kstars, which hosted a pop-up at the People’s History Museum.
I was instantly overwhelmed by the sheer variety of merchandise.
Tracksuits, earmuffs, gloves, official plushies—all stamped with ATEEZ branding.
And then there were the lightsticks.
Lightsticks are more than just concert accessories–they’re essential to the experience.
They sync with the music, changing colours in real-time to create a unified sea of lights.
I wasn’t planning on buying one (seventy quid for a lightstick? Not for me).
But my friends, dedicated ATINYS, surprised me with one.
By the end of the night, I had my glowing mini-lightsaber–and honestly, it was a game-changer during the concert.
Merchandise Price Guide
There’s even official merch for lightsticks – you can get a lightstick cover featuring your favourite member for just £27…. Because apparently, even your lightstick needs an outfit.
Mano, an avid collector, explains her obsession: “Since I started collecting ATEEZ albums, I always have something to look forward to.
“Their albums usually cost £20 each, but they release three versions per album, and I have to get them all because my collection would feel incomplete otherwise.”
Wanting to soak up the fan spirit, I decided to join in and buy the ATEEZ tour photocard set.
The set cost £24, meaning each photocard came out to £3 per member.
K-pop photocards are collectible cards featuring idols, typically included in albums or other merchandise, and originated in the early 2000s.
Their exclusivity fuels a trading and selling frenzy.
Some rare photocards sell for absurd amounts – ATEEZ member Jeong Yunho’s card from their Treasure EP. Fin: All to Action album is currently valued at $300 (£249).
The industry thrives on scarcity.
The appeal isn’t just about collecting; it’s about participating in a culture where owning physical goods strengthens your connection to the artist.
Northern Soul VS K-pop
Dr. Milestone draws parallels between K-pop and Northern Soul, a fandom that developed in the 1970s around rare vinyl records.
She said: “Many Northern Soul fans were drawn to the music through vinyl records that DJs imported and played in clubs.
“Many fans never saw the artists themselves, as these performers were largely unknown.
“Instead, fans became more attached to the vinyl records—the artifact—rather than the performers, creating a sense of ownership.
“Similarly, K-pop fans engage with albums and merchandise in a way that builds intimacy with the music, even if they don’t see the artists in person.”
I also attended a fan-run cupsleeve event at WooTea, a bubble tea shop in Manchester’s Chinatown, where fans gathered to celebrate ATEEZ before the concert.
A K-pop cupsleeve event is a fan-organized gathering at cafés or themed venues to celebrate an idol’s milestones.
I have to say, I preferred the vibe of this event.
The fan-made merch stood out, and something about it felt more authentic—a celebration by fans, for fans.*
Mano’s favorite ATEEZ merchandise includes her lightstick (LIGHTINY) and the Towards the Light: Will to Power Europe tour hoodie, which she bought at the KStars pop-up event.
She said: “In December, my friend and I decided to visit K-Stars because she was looking for a photocard of her bias (a.k.a favourite member).
“I knew the LIGHTINYS were sold out at the time, as many people had bought one for the January concert, so I didn’t expect to find one.
“Still, I decided to ask the staff if they had any ATEEZ lightsticks in stock.
“To my surprise, they told me they had found a few in their warehouse—and that there was only one left – I’m glad I didn’t leave empty handed.
“The hoodie holds many memories of the pop-up event and the concert, which is why it’s special to me.”
Another staple of K-pop concerts that I got to experience firsthand is fan-organised projects dedicated to their favourite artists.
At the Manchester show, fans organized a banner project to make the concert more special.
Volunteers handed out banners with messages in English and Korean, meant to be raised during the closing song ‘Dreamy Day’.
The moment was heartfelt, and member Jung Wooyoung even took a banner as a keepsake.
Concert Day
Being in the pit for the exclusive Manchester show, the energy was undeniable, and the performance was nothing short of a full-blown spectacle–massive stage designs, a lighthouse replica, and even a giant tentacle to fit their pirate concept.
Acting segments, set changes and video interludes added depth, making the experience feel like a musical storyline.
Their setlist was built for live shows.
Songs like Guerilla hit harder with live guitar and bass, while MATZ showcased the contrast between intense rap and smooth vocals, with tracks like Win and Youth further demonstrating their versatility.
Beyond the performance, ATEEZ made a conscious effort to connect with the crowd.
Hongjoong led a Wonderwall sing-along, and Mingi hyped up the audience with We Will Rock You, blending K-pop with British classics.
ATEEZ made an effort to speak in English throughout the show, even incorporating local Manchester slang, demonstrating their dedication to connecting with the audience without the aid of a translator.
The Financial Reality of Fandom
As exhilarating the experience was, I couldn’t ignore the financial aspect.
The industry thrives on limited editions and exclusive merchandise, creating an ecosystem where fans feel pressured to spend.
Albums, lightsticks and tour goods quickly add up and the pressure to collect everything can be overwhelming.
Emotional bonds with idols drive spending, blurring the line between passion and consumerism, while the industry profits, raising ethical concerns about exploiting fan loyalty.
Mano summed up her fan experience: “Being an ATINY has been an amazing experience, especially on X.
“But the best decision I made was going to the concert. I reconnected with friends and made memories that will stay with me forever.”
In the end, K-pop isn’t just about the music. It’s about connection—between fans, between artists and their audience, and between cultures. And that’s why it continues to thrive.
But it’s also about business, and the costs of participation are steep.
The industry thrives on fan devotion, but at what price?
That remains a question worth asking.
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