K-pop agencies transform albums into practical everyday goods

K-pop agencies are evolving music releases into functional merchandise like sneakers and MP3 players to embed artist narratives into daily life. Following the sell-out of aespa’s 145,000 won CD player album in May 2024, companies are prioritizing product quality and usability to ensure long-term commercial viability.

Everyday actions such as wearing sneakers, listening to music on an MP3 player, or plugging in earphones are becoming ways for K-pop fans to experience the music and universe of their favorite artists. Albums, once primarily items to hold and listen to music, have entered fans' daily lives by combining with practical goods like keyrings, earphones, and sneakers. MERCH albums do more than just release new items; they are attempts to embed the album's concept and the artist's narrative into products, linking the process of use to the musical experience. However, collectibility and scarcity alone cannot guarantee sustained commercial viability. Agencies are now considering product quality, usability, and the connection to the music—the essence of an album.

Albums expanding from collectibles to everyday items

MERCH is short for merchandise, referring to goods related to an artist or brand. MERCH albums are a form that combines music content with these goods. Instead of CDs, music can be enjoyed via NFC or QR codes, and the products can be used as keyrings, earphones, or fashion accessories. For instance, SM Entertainment's NCT WISH released a WICHU version in the form of character keyrings during the release of their single ‘WISH’ in March 2024. This was followed by a camera-shaped keyring for their 1st mini album ‘Steady’, and a WICHU album including a bag for their 2nd mini album ‘poppop’ in 2025, expanding the product forms by linking artist characters to the albums.

Attempts to turn music listening devices into products have also continued. In May 2024, aespa released a special version of their 1st full album ‘Armageddon’ containing a transparently designed CD player, wired earphones, and photocards. Priced at 145,000 won, it sold out during pre-orders. JYP Entertainment's Nmixx included a 16GB MP3 player in the shell version of their 4th mini album ‘Fe3O4: FORWARD’ in 2025. One of six member-specific designs was provided randomly, along with photocards and digital photos. This combined the act of listening to music after purchasing the album with the act of using the product into a single item.

A JYP official stated, “Every time we reveal a new form of MERCH album, the response from fans is very intense.” The company explained that it defines MERCH albums as limited editions capturing the scarcity of the specific activity and concept, and operates on a policy of not producing additional quantities after the initial stock to protect collectibility. While fresh forms and limited quantities can drive purchases, if the item is a product actually used, it requires the charm of a general consumer good itself.

Balancing concepts with quality and usability

General Director Kim Wook of SM Creative Visual, along with Cho Woo-sik, Cho Su-yeon, and Lee Ji-hong, shared the fan response regarding the NCT JNJM Converse sneaker album. They explained that fans found the production of shoes as albums to be fresh and surprising, showing satisfaction and pride as the albums of the artists they support gained attention in a differentiated form. However, the company stated that rather than assigning value to a product solely because of an artist's name or its limited edition status, it must possess both product completeness and a quality user experience. They explained that in addition to the uniqueness of the form, quality and convenience are also part of the product's value.

The production process also differs from standard album packaging. It does not end with design and printing; the functionality and durability of the product must be verified. In particular, when products that function like electronic devices are combined with albums, the sample inspection and mass production processes can be lengthy. A JYP official stated that they apply high quality control standards for MERCH albums containing electronic devices or practical functions. They explained that they repeat physical sample inspections multiple times more than general paper products and identify and correct even small issues that may occur during operation. Consequently, because significant time is required for mass production and quality verification, they explained that MERCH albums are planned and enter production first among all production projects.

An SM official said, “As MERCH albums are both albums to be collected and products to be actually used, they must possess sufficient charm and completeness as products themselves, rather than being valued solely because of the artist's name or being a limited edition. We believe they can hold lasting value only if they satisfy not only the uniqueness of the new form but also satisfaction with quality and the user experience.” An HYBE official stated that they review prices and quality considering the characteristics and usability of each item, and that precautions and exchange information for products are guided according to the standards for each specific product.

Implementing music and narrative through product forms

MERCH album products sometimes start from the album title or the message of a song, and sometimes they draw ideas from an artist's interests or items they actually use. According to JYP, the Nmixx MP3 shell version was a project intended to express the message of solidarity and harmony contained in the final album of the ‘Fe3O4’ series through the experience of listening to music together. The series contains a narrative of leaping forward in ‘BREAK’ and experiencing trial and error in ‘STICK OUT’ before setting sail to the world. To match the symbol of setting sail, the exterior was made in the shape of a seashell, and the design, color, and functional specifications were coordinated with the manufacturer iriver from the early stages. Considering the long production period, planning also began early.

The NCT JNJM Converse sneakers combined with NFC albums connect the duo project, formed by the two members, to the form of footwear. SM Entertainment officials stated that the project started from the meaning of two different entities meeting to form one complete shape, and they linked Converse's free and cool image with the charm of the two individuals. It also carries the meaning of fans stepping forward together with a new beginning while wearing the shoes. BELIFT LAB's ILLIT planned the gua sha ceramic object version for their 4th mini album ‘MAMIHLAPINATAPAI’ based on the message of the "moment of preparation" found in the included track ‘GRWM’. They chose a gua sha, which evokes self-care, and reflected the atmosphere of the other included track ‘paw, paw!’ with a puppy silhouette design.

The form of the product is not everything about the album. For their 1st single ‘SPAGHETTI’ in October 2025, LE SSERAFIM continued the keyword of "cooking" from pre-promotion to design and stage sets. They utilized packaging shaped like spaghetti boxes that might be sold in a mart, a photobook structured like a cookbook, photocards, and silica gel packaging with the phrase "Do not eat." This is an example of how even standard physical albums can reflect a concept through the process of opening the packaging and examining the components. Agencies explained that even in the case of MERCH albums, the planning standard is how to implement the music and narrative rather than deciding on the items first.

Beyond Sales Volume, Value After Purchase

The K-pop physical album market experienced rapid growth followed by a decline and a rebound. According to Hanteo Chart data, annual sales exceeded 100 million copies in 2023, then decreased for two consecutive years in 2024 and 2025. In the first half of 2026, it recorded the highest first-half sales ever, driven by the activities of major artists including BTS and the growth of rookies.

Releasing albums in multiple versions, including random photocards, and purchasing for fan signing event entries have been the background for one person buying multiple copies of the same album. Issues have also been raised regarding CDs and albums being stored or disposed of excluding the components, and mass-purchased albums being thrown away. The environmental group Kpop4Planet has been conducting a campaign since 2024 demanding a reduction in marketing that induces unnecessary album purchases. While agencies have introduced recycled paper, simplified packaging, and QR code/NFC-based platform albums, criticisms continue that the problem of overconsumption may remain if the structure of repetitive purchasing for collecting components or entering events does not change.

An SM Entertainment official said, “The demand to possess music and physically experience the artist's worldview and concept will continue to exist, and MERCH albums will be one option to expand this experience.” They also stated that not all albums need to aim to be MERCH albums, and the appropriate form varies depending on the artist's music and identity. JYP Entertainment explained that they consider mobility, convenience, experience, and sensibility in the digital elements and MERCH categories, and periodically check the concepts and values consumers place on albums. Collectibles, CDs/LPs, and products used in daily life have different reasons for purchase. Agencies are reviewing various forms under the essence of the album as a medium for delivering music.

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