Evolution of fan gift culture: rice wreaths, criminal fraud, and star distortions

Article: Is the relationship between fans and stars a modern version of a 'tribute'?

Source: No Cut News via Nate

An interesting editorial that takes a look at how simple fan presents for their favorite stars have evolved into criminal activities and promotional tactics.

I don't think allkpop or anyone will translate this so I'll go ahead and do it myself:

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#Scenario 1. The scene of a Hallyu star's drama production conference. Not only from Korea, but fans from China, Japan, and South East Asia have adorned the entrance with rice wreaths. Over 20 tons were donated to charities.

#Scenario 2. One female idol fanclub member is sentenced to prison for trying to fraud her fanclub. The female had written in the fancafe, "Let's send food and snacks to the TV show our oppas are going to star in." After collecting the donations, she disappeared.

#Scenario 3. One idol member talked about a world famous game on his SNS nonstop until he could get the CD in his hands. The media picked up on it, hyping it as "begging his fans" and the situation grew big enough for his company to respond, "The CD was a gift given to him from the game company." The game company, however, said, "We never gifted him any such CD."

With fans developing their own culture of 'tribute gifts', we are increasingly seeing the positive and negative effects of such a development.

In the dictionary, a tribute ('jo gong') is defined as a gift given by a dependent to the independent. The word had been swept under the rugs of history but is now back in fashion with the revival of the 21st century fandom culture.

A 'jo gong' is most often represented by fans delivering a gift to their favorite star's birthday or anniversary or sending rice wreaths to a drama or movie production conference. Some will even provide full food trucks for film sets. In other words, fans provide the support needed for every aspect of their star's career.

◈ I will promote my own star

Fans take part in such 'jo gong' activities to create a positive image for their star. From sending rice wreaths under their star's name to promotional events and providing producers and staff with a snack or dinner, some fans will even send other assortments of gifts like rice cakes to media outlets. They do all this to ask, "Please take care of our actor (or singer)." They make sure to not only take care of their favorite star, but all of those around him. They basically do the work that the star's company or promotional agency should be doing.

◈ "This is a limited edition item imported from overseas.." extravagant gifts

It's not hard to find luxury items and other high priced gifts among the 'proof shots' fans will upload of their 'jo gongs'. They'll make sure to search the world in every corner to find a limited edition item that can't be found in Korea.

Although fans will send gifts individually, the higher priced gifts are usually bought through a group donation.

Whenever a celebrity's birthday is about to approach, admins will start asking for donations through their respective fancafes or online communities and buy luxury items with the money raised. Fanclub members are given full access to all of the receipts in regards to how their money was spent, a definite course of action to keep things transparent.

◈ 'Jo gongs' heat up, fraud activities pop up

There's no issue with fans taking care of their favorite stars and sending them gifts. However, problems are beginning to arise from a simple fandom culture.

There have been an increasing number of fans collecting donations for gifts and running off with the money instead. These frauds are estimated to be up to $10,000 USD.

Because 'jo gongs' usually take place online, it's difficult to trace every fraud case that takes place. Fandoms will usually try to keep it hush hush even if they're dealing with a fraud in fear of damaging their fandom image to others. Consequently, fanclub members aren't allowed to take legal action, making it easier for the same person that committed the fraud to fraud the fandom again and again.

Last November, one female in her 20s was actually arrested and sentenced to prison after running off with the money collected for a 'jo gong' in her fandom. Upon further investigation, it was found that she had actually frauded many other fandoms as well.

◈ A select number of celebrities embroiled in controversy for thinking definite of 'jo gongs'

Although they're the minority, a few celebrities have been criticized for their attitude towards the 'jo gong' culture. Fans themselves have admitted to being turned off with stars that will explain in great detail what item they want on TV shows, interviews, or on their SNS, because it basically translates to "I want my fandom to buy this for me." Netizens criticized them, saying, "They're so used to getting luxury gifts at such a young age, it might affect their morals."

The word 'jo gong' itself has always had a negative connotation throughout history, as it was often used to describe weaker countries accepting the torture of a stronger country. Fans, however, are using this word without hesitation as they continue to develop a culture of fan gifts. Stars have consequently begun to not only enjoy it, but think definitely of it.

This culture shows a distortion between the relationship of fans and their stars. Although there are voices of concerns within the fandoms themselves over such activities, the voices are not loud enough to be heard.

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1. [+124, -5] There was that idol who was super hated on because he slyly asked his fans to buy him a gift...
- Who?
- You bbo bbo
- S... save.. save me... Think of who would say this line (TN: line from Don't Cry Mommy)
- The Diablo guy?
- Diablo ㅋㅋㅋ
- U-KISS ㅋㅋㅋ One member tweeted what he wanted until fans got it for him and he uploaded a proof shot after he got it ㅋㅋㅋ Then the other members started begging for one too
- I think the article's talking about beggar idols U-KISS
- I was wondering what you bbo bbo was for the longest time ㅋㅋㅋ

2. [+100, -9] I've always hated how fans used the word 'jo gong' so I was glad to see this article. They don't even know what the word means and keep using it everywhere. Will stars remember every single fan just because they got them a luxury present? Maybe at first they'll be really grateful but after that, they'll start to get disappointed if they don't get anything and start to expect more the next time. There are a lot of businesses specifically catered to this 'jo gong' fandom culture, and the bigger this gets, the better chance there is for criminal activity. Fans should be careful.

3. [+92, -2] Everything has to be in moderation for a healthy culture

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"I can understand giving a small gift out of appreciation for your favorite celebrity but I'll never understand gifting luxury items or sending food to the other staff. They'll wrap up over a dozen personalized meals and ask, 'Please watch over our oppa~' It just seems pathetic to me..."

"It's like a modern slave culture."

"I think this is a world men will never be able to understand. If you like them, then so be it... is the present necessary? The reason they have a career that makes money is because of their fans, that should be enough."

"Why do fans buy presents for them when they know they make a lot of money? It's like the middle class giving money to the upper class..."

"This culture isn't all bad, especially with the rice wreaths being donated to charities. And fans are helping the food market by placing orders for all these dinner sets and food trucks for the safe. They're giving people a job. What I find hard to understand is that they'll give their star a present and all they'll do is upload a picture on their Twitter showing proof of it but fans automatically think their oppa is an angel, he's so nice for doing this for us... And those that don't get a proof shot console themselves saying they didn't gift it to get a proof shot... what?"

"Use that money on your parents... I find rice wreaths and stuff good, since it's charity and everything.. but don't buy stupid things like luxury items."

"There are even fans that will buy them luxury foreign cars and motorcycles... A real present is one that the receiver doesn't feel pressured by. These fandoms basically buy their stars a luxury gift and threaten them, 'Since we bought you this, you can't betray us.'"

"That's why stars will 'jo gong' right back to their fans. At showcases or performances, they'll buy rice cakes or meals with their own money and pass it out to their fans while they wait."

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