Idol Ads in the Seoul Metro: K‐pop Fandom, Appropriation of Subway Space, and the Right to the City

Abstract

AbstractIn the 2010s, a new phenomenon was spotted in the Seoul Metro. K‐pop fans began adorning subway stations with large ads congratulating their heroes—so‐called K‐pop idols—on their birthdays and other anniversaries. Not only have these fandom‐produced ads transformed the visual landscape of the Seoul Metro, they also invited novel spatial practices when fans, primarily young women, toured the ads to take photographs of and with them. Based on ethnographic observations, this article explores how fandom ads and fans visiting them make the Seoul Metro social and public in new ways. Drawing on Henri Lefebvre’s theory of the production of space, the article frames fans’ ads themselves and engagements they invite as assertions of the “right to the city,” and relates them to spatial interventions that reclaim urban spaces based on symbolic—not legal—ownership, such as murals and graffiti. The article argues that K‐pop idol ads recapture the Seoul Metro from domination by commercial advertisers’ interests and appropriate it as a space of fandom, particularly female fandom. It also contends that this reorganization of space carries implications for a broader reclamation of subway surfaces as urban resources.