In an era where a star’s “passion for their hobbies” has become a new competitive edge, LE SSERAFIM’s Sakura, ILLIT’s Wonhee, and izna’s Bang Jimin are drawing significant attention.
The formula for success in the idol market has changed. While fandoms once swooned over the perfectly polished image of idols on stage, they are now more interested in enjoying their “bias’s tastes,” such as what they eat, wear, and are interested in. For fans, it’s no longer just about “star power.” Having a “taste” that fans can enjoy together has become a new competitive advantage in the idol industry.
From this perspective, an idol’s “passion for their hobbies” has emerged as a powerful branding asset. This shows that the needs of fandoms have shifted from “admiration” to “sharing.” Fans no longer just chase idols with manufactured images. Instead, they feel a deeper sense of intimacy and bonding with idols who share similar tastes and create a sense of empathy in daily life.
A prime example is LE SSERAFIM’s Sakura. Sakura expanded her hobby of knitting into her own content and brand. After launching her own knitting merch brand, “KKUROCHET,” she sparked a “Sophie Hood” craze. As a textbook example of turning a hobby into a career, Sakura has moved the hearts of both fans and the general public through knitting.
ILLIT’s Wonhee is building a strong connection with fans of her own age through her consistent identity as a “cosmetics enthusiast.” Wonhee receives great responses by showcasing self-makeup or introducing her favorite items during fan communication lives. With her beauty know-how frequently on display, Wonhee has proven her influence by being selected as a model for a beauty brand.
izna’s Bang Jimin has recently been gaining attention as the “Dessert Goddess.” Sightings of her waiting in line for salt bread became a hot topic online, sparking an enthusiastic reaction among fans. Contrary to her sophisticated and urban visuals, the sight of her lining up for her favorite bread maximized her relatability. Combined with her love for baking shown in her own content, she has established herself as an idol whose tastes fans want to emulate, beyond just her “wannabe” visuals.
This trend aligns with the changing culture of fandoms. Today’s fans build relationships by consuming and experiencing their idol’s tastes. They eat the desserts their “bias” recommends, buy the same cosmetics, and share the same hobbies. In an era where skill is a given, it is ultimately the character and taste—the answer to “what kind of things does this person love”—that moves the hearts of fans.
