(LEAD) (Yonhap Interview) Bunjang Global offers chance for all global fans to get hard-to-find K-pop goods

▲ This photo provided by Bungaejangter Inc. shows its Chief Executive Officer (CEO) Choi Jaewha. (PHOTO NOT FOR SALE) (Yonhap)

▲ This image shows BTS items posted on Bunjang Global. (PHOTO NOT FOR SALE) (Yonhap)

▲ The front page of Bunjang Global (PHOTO NOT FOR SALE) (Yonhap)

▲ This photo provided by Bungaejangter Inc. shows its Chief Executive Officer (CEO) Choi Jaewha. (PHOTO NOT FOR SALE) (Yonhap)

(LEAD) (Yonhap Interview) Bungaejangter CEO-K-pop goods

(LEAD) (Yonhap Interview) Bunjang Global offers chance for all global fans to get hard-to-find K-pop goods

(ATTN: CHANGES company names in paras 7-8; CLARIFIES 6th para; ADDS new photo)

By Kim Boram

SEOUL, Jan. 23 (Yonhap) -- Photocards -- often referred to as "poca" by fans -- are more than simple pictures. Featuring images of K-pop artists, they represent a personal connection to beloved performers and have become one of the most actively traded K-pop collectibles worldwide.

Typically measuring between 5.5 and 8.5 centimeters, photocards are included in most K-pop albums, while others are distributed through official fan clubs or special events such as fan signings.

Even after purchasing an album, however, getting a photocard of a favorite member largely depends on luck, as the cards are randomly included. Limited-edition releases, rare pre-order benefits and event-exclusive photocards are even harder to obtain.

As a result, secondhand trading platforms and fan communities have become key channels for exchanging photocards, autographed albums and other merchandise.

For millions of K-pop fans outside South Korea, access remains even more limited. Region-locked shopping platforms have long restricted direct access to Korean star goods, forcing fans to rely on proxy purchasing services, even as global demand continues to grow.

To bridge that gap, Bungaejangter Inc., or Bunjang for short, a South Korean online secondhand marketplace, has launched Bunjang Global, a peer-to-peer trading platform designed for international users seeking direct access to Korean secondhand goods, including K-pop merchandise and collectibles.

"As the K-pop fandom expands globally, demand for star-related goods continues to rise," Choi Jaewha, chief executive officer (CEO) of Bunjang, said in an email interview with Yonhap News Agency. "The growth of Bunjang Global aligns with this trend."

Before the launch of Bunjang Global in July 2023, Bunjang, which handles a wide range of secondhand goods, including K-pop merchandise, was available only to domestic users. Overseas users were unable to trade items directly due to identification issues.

Choi said the company had seen steady traffic from overseas and frequent requests from international K-pop fans, which ultimately led to the global service launch.

"At the time, Bunjang was already well known among Twitter users as a place to find Korean star goods," she said. "Fans shared links to items and photocards listed on Bunjang and asked for proxy purchasing services. There were also many posts explaining how to buy K-pop goods through Bunjang."

Since its launch, Bunjang Global has rapidly grown into a major hub for trading K-pop merchandise and other collectible goods.

"Global monthly active users (MAUs), which stood at 430,000 in December 2024, surpassed 1 million for the first time in August and reached 3.59 million as of December, marking more than eightfold growth," Choi said.

Global transaction value rose 53 percent on-year as of November, with star-related goods accounting for more than half of all transactions.

In 2024, a photocard of BTS Jimin sold for 3 million won (US$2,050), marking the most expensive K-pop photocard transaction on Bunjang Global.

Last year, a not-for-sale album by K-pop girl group MINX featuring members' autographs was sold for 2.75 million won, followed by a signed Polaroid photo of Kotoko from UNIS, which fetched 2.16 million won.

To help users better understand K-pop culture and collectibles, the platform introduced two services -- POCA Template and K WIKI.

"K-pop item transactions suffer from significant information asymmetry, creating high entry barriers for new fans and overseas collectors," Choi said. "These services are designed to improve understanding and enable safer, more convenient purchases."

Along with its flagship Corelytics, an artificial intelligence (AI)-powered authentication system, Bunjang applies its quality inspection process to overseas shipments through a partnership with Delivered Korea, a cross-border e-commerce and dropshipping firm.

"Before items are shipped overseas, Delivered Korea conducts an additional quality check," Choi said. "If an issue is identified, the buyer is notified and the item is shipped only after confirmation."

Choi attributed Bunjang Global's growth to the global rise of Korean culture and the expansion of K-pop fandom driven by superstars such as BTS and BLACKPINK, but emphasized that the company does not view the trend as a guarantee of long-term success.

"I do not believe the popularity of Korean culture alone can ensure sustainable growth," she said. "Even with attractive items, the most important factor for global users is whether the platform is trustworthy enough to spend money on."

(END)

(C) Yonhap News Agency. All Rights Reserved