A screenshot of a fan's online post showing gifts from K-pop star Jennie (X)
A screenshot of a fan's online post showing gifts from K-pop star Jennie (X)

“Does being a K-pop fan put food on the table?” is a common phrase in Korea, often used to criticize fans for being overly absorbed in their favorite idols.

But these days, some fans can confidently answer, yes -- sometimes it literally does.

It’s becoming increasingly common for K-pop stars to bring meals, coffee and small gifts for fans who show up to their events and performances.

There’s even a new term for it in Korea: “Yeokjogong,” which roughly translates to "reverse tribute." While jogong — a k-pop slang term — refers to fans giving gifts to stars, yeokjogong has it reversed: stars giving back to their fans.

Even industry insiders aren’t sure exactly when this tradition began.

Kim Hee-jin, a k-pop fan in her 30s, remembers noticing the trend around 2017.

“At first, it was coffee trucks and hand warmers,” she said. “Then groups started handing out sandwiches, doshirak (boxed meals) and even products they were endorsing. It started with food, but then it expanded to beauty products and more. I remember when HyunA’s gifts of beauty products went viral.”

She was referring to HyunA’s generous gifts to fans, including coffee, cardholders, luxury-brand lipsticks and puffer jackets, which became a sensation in 2019.

In a 2022 interview on a YouTube channel, HyunA said, “I feel more love when I’m giving gifts than when I’m receiving them.”

“I don’t worry about the money when giving to my fans. I want to do it while I can afford it. I know I won’t be earning this much forever,” she added.

Another K-pop fan, Song Min-joo, 30, believes that MBC’s Idol Star Athletics Championships, a TV show that debuted in 2010, played a key role in shaping this culture.

“The filming lasts all day and usually happens in gymnasiums outside Seoul. Stars began offering snacks and lunches to fans who traveled so far to support them,” Song said. “It also gave fans an opportunity to compare what each star gave -- or didn’t give.”

An official from a local entertainment company explained that the cost of these gifts is usually covered by the stars themselves.

A screenshot of a fan's online post showing gifts from K-pop boy group Stray Kids (X)
A screenshot of a fan's online post showing gifts from K-pop boy group Stray Kids (X)

“If it’s a smaller entertainment company, the artist might just hand their credit card to the manager and pay for the gifts directly. For larger agencies, it might later be calculated as part of their overall spending," the insider said. "In most cases, the artist covers the cost, but there are times when the agency splits it as well. It’s hard to generalize because it varies so much."

However, what started as a thoughtful gesture has recently sparked controversy.

On Dec. 31, a post titled “A summary of the currently controversial Gayo Daejejeon reverse tributes” went viral on Nate Pann, a popular online forum.

The post listed the gifts that K-pop artists prepared for fans at the year-end Gayo Daejejeon music festival hosted by MBC.

For example, the girl group NewJeans provided hot packs, cookies, water, doshirak (including sandwiches, inari sushi and tarts), juice and blankets. Meanwhile, boy group Stray Kids offered three kinds of fruit sandwiches, cookies, hot packs and photo cards. Those artists who did not prepare anything had a blank next to their names on the list.

This detailed list made it easy for fans to compare the gifts, sparking mixed reactions.

Some criticized stars who didn’t offer anything, calling them inconsiderate, while others pointed out that it's not mandatory for stars to bring something for their fans.

One fan commented, “These idols make a lot of money, and their careers rely on fan support. Stars have been preparing small gifts for fans for a while now. If I were an idol, I’d want to do something for my fans to lift their spirits.”

Another countered, “Reverse tributes weren’t always a thing, so why are they suddenly treated like a requirement? Sure, waiting in line all day for a performance is exhausting, but fans shouldn’t expect something every time. The culture of comparison is really toxic.”