Korean Baseball Draws New Fans Through Fashion, Collectibles, and Community
SEOUL – A growing trend is sweeping through South Korea, transforming the nationS professional baseball league (KBO) into a cultural phenomenon extending far beyond the stadium. Driven by collaborations with popular fashion brands, a surge in collectible merchandise, and the rise of dedicated fan crews, the KBO is attracting a new wave of supporters, especially among younger demographics.
What was once a pastime primarily enjoyed by dedicated baseball enthusiasts is now intersecting with fashion, collecting, and social experiences, broadening the league’s appeal. Retail worker Kim, who preferred to be identified by her surname, exemplifies this shift. “I did not know much about the Korean baseball team until I went to a pop-up event at Musinsa,” she said, referring to the popular fashion retailer.”The show displayed some collaboration works of the fashion brand and baseball teams.”
Kim purchased an exclusive shirt featuring the “Landers“ team name and, after attending a game while wearing it and witnessing a victory, became a committed fan. ”Since then, I became a serious baseball fan. Now I am trying to collect KBO player stickers,” she added.
This trend is fueled by strategic partnerships. Fashion brand 29CM has released LG twins key rings, while the doosan Bears offer collectible photo cards of their players. These items are proving popular with fans looking to express their support in new ways.
Beyond merchandise, a growing number of fans are forming informal “crews” centered around shared enthusiasm for specific teams. LG Eopsineun Motsara – translating to “No LG, no Life” - is one such group. Though members may not know each other personally, they gather at Jamsil Baseball Stadium in Seoul to cheer on the Twins.
“It is indeed a little bit different from the official fan club. This is just a live baseball game-watching crew,” explained Kim Yong-ki, a 32-year-old LG Twins fan and member of the crew. “The members drink beer, hold up their favourite players’ jerseys and sing the cheers together throughout the entire game, like other ordinary fans.”
The crew extends the experience beyond the game itself, hosting afterparties to foster camaraderie and welcome new members. these gatherings provide a space to discuss favorite players, analyze game performance, and celebrate individual MVPs. Kim Yong-ki noted that the crew occasionally organizes two- or three-day trips for away games, further solidifying the community.
these evolving fan practices demonstrate a broadening of the KBO’s cultural footprint, offering diverse avenues for engagement and solidifying its position as more than just a game.
sj_lee@heraldcorp.com
