K Pop Group IVE Has Announced a Major Change in Fan Support Rules
K pop group IVE has announced a significant change in how it will interact with fans, marking a clear departure from long-standing practices in the K-pop industry. The group will no longer accept gifts or fan-funded support of any kind, except handwritten letters. The announcement was made by their agency, Starship Entertainment, through an official notice shared across its channels.
The decision comes at a time when discussions around excessive fan spending and luxury “tribute culture” have gained momentum online. In recent weeks, images and videos of high-value birthday gifts prepared for IVE member Jang Wonyoung circulated widely, sparking debate about the pressure placed on fans and the meaning of support in idol culture.
Starship Entertainment stated that the new policy reflects a desire to redirect goodwill toward more meaningful expressions rather than material offerings. The agency also asked fans for understanding and cooperation as the group moves forward with these updated guidelines.
K Pop Group IVE Has Announced an End to Jogong Practices
In South Korea, the practice of fans providing expensive items, services, or large-scale support projects for celebrities is commonly known as “jogong.” Over the years, this culture has grown into a competitive display of loyalty, often involving luxury goods, event sponsorships, and large financial contributions.
With this announcement, K pop group IVE has announced its intention to step away entirely from jogong. According to the agency, any gifts currently being prepared or planned will not be accepted. Only handwritten letters expressing personal thoughts and encouragement will be received.
This move places IVE among a small but growing number of artists who are rethinking the boundaries between fans and idols. Industry observers note that while fan support has always been central to K-pop’s success, the scale and cost of recent tributes have raised concerns about fairness, pressure, and sustainability.
By limiting support to letters, the group is emphasizing emotional connection over material display. The agency’s wording suggests that sincerity and intention matter more than monetary value, a message that has resonated with many fans online.
K Pop Group IVE Has Announced a Message About Responsibility and Balance
The timing of the announcement is not accidental. The growing visibility of luxury tributes, especially those shared widely on social media, has intensified public discussion about how far fan culture should go. Critics argue that extravagant gifts can create unhealthy competition and unrealistic expectations, particularly among younger fans.
Starship Entertainment’s notice made it clear that the decision was made with broader social responsibility in mind. By declining material gifts, the group hopes to reduce unnecessary spending and redirect fan energy toward more positive and meaningful forms of support.
Fans have responded with mixed emotions. While some expressed disappointment at no longer being able to organize large projects, many welcomed the clarity and relief the policy brings. Several fan communities stated that the decision removes financial pressure and allows everyone to participate equally, regardless of their economic background.
K Pop Group IVE Has Announced a Quiet but Important Industry Signal
Beyond IVE, this decision sends a subtle signal to the wider entertainment industry. As K-pop continues to expand globally, agencies are increasingly aware of how fan culture is perceived both domestically and internationally. Moves like this suggest a shift toward more balanced and ethical fan-artist relationships.
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The policy also reinforces the idea that support does not need to be visible or expensive to be meaningful. Handwritten letters, often overlooked in the digital age, represent time, thought, and personal effort values the group appears keen to protect. Also Read; 100 Days Of Lies Marks a New Chapter for Historical Korean Dramas on Global Streaming
For IVE, the change aligns with their public image as a group focused on music, performance, and connection rather than spectacle. It also sets clear boundaries that help protect both the artists and their fans.
Conclusion
K pop group IVE has announced a firm and thoughtful change that reflects evolving attitudes within the K-pop world. By accepting only handwritten letters, the group and its agency are redefining what fan support means in a modern context. The decision may seem simple, but its impact on fan culture, expectations, and industry norms could be long-lasting.
