Journalist

Yoo Na-hyun
  • When K-fandom meets baseball, its no longer just a game
    When K-fandom meets baseball, it's no longer just a game Fans cheer during the LG Twins–SSG Landers game at Jamsil Baseball Stadium in Seoul on April 11, 20 SEOUL, April 16 (AJP) - Fanchant, glow sticks, choreographed dancing and a brisk run on merchandise stands — the ritual of K-pop no longer ends at the arena gates. In South Korea, it now spills into the ballpark. Spring, for a growing legion of fans, is no longer about cherry blossoms. It’s about the first flash of team colors under stadium lights, the hum of a crowd finding its rhythm again. Baseball season, like a long-awaited comeback tour, has its own opening night energy. “Ballparks aren’t old men’s turf anymore,” one fan said with a grin, half-shouting to be heard over the music blaring between innings. And she’s right. The Korea Baseball Organization (KBO), founded 45 years ago, is in the middle of a transformation that veteran observers say they’ve never quite seen before. Last year, the league drew a record 12.31 million fans and generated more than 1 trillion won ($740 million) in economic impact. This season, the KBO League is already rewriting its own playbook. It surpassed 1 million spectators in just 55 games over 14 days — the fastest and fewest games on record — breaking last year’s pace only one year later. With 440,000 fans pouring into preseason games, the league is now swinging for 13 million. At this trajectory, another record year no longer looks like a stretch. “It’s not just a game anymore” On a mild weekend afternoon around Jamsil Sports Complex, the air carries a familiar refrain: “Seoul LG, run toward your dreams!” The chant rolls out of the subway exits before fans even glimpse the field. Streams of supporters in red jerseys move like a tide toward the stadium, phones already out, voices already warming up. Among them, the new face of Korean baseball is impossible to miss — women in their 20s and 30s, many in character —collaboration uniforms, some clutching light sticks, others filming snippets for social media before first pitch. “It’s not just about watching the game anymore,” said 23-year-old LG Twins fan Yoo Eun-seo, pausing between takes of a cheer she was recording with friends. “It feels like a full day out — like a festival.” That shift — from spectator sport to immersive experience — is reshaping everything. A fan in her 20s or 30s wearing a Hello Kitty collaboration uniform watches the LG Twins–SSG Landers game at Jamsil Baseball Stadium in Seoul on April 11, 2026. AJP Yoo Na-hyun The new economy of fandom Start with the concessions. Gone are the days when boiled silkworm pupae and draft beer defined the ballpark palate. In their place: mala skewers, fruit ades, designer desserts — food that looks as good on camera as it tastes. Then there’s the merchandise. At team stores, jerseys no longer dominate alone. Key rings, photo cards, and character collaborations fill the shelves. At kiosks, lines stretch long for collectible cards — fans chasing their favorite players like rare pulls in a trading pack. “I keep buying until I get the player I want,” said 26-year-old LG Twins fan Park si-hyun, laughing as she flipped through a fresh stack. “There’s just so much variety now — it makes you want more.” The numbers back it up. According to ticketing platforms, women in their 20s and 30s accounted for 36.6 percent of ticket purchases last year — surpassing their male counterparts in the same age group. The stadium naturally has to change to meet the new demand. “The KBO League is no longer just about watching games. It has evolved into an experience-driven leisure culture that combines food, entertainment and social engagement,” a KBO spokesman said. “Regardless of the outcome, there are now far more elements that encourage fans to stay longer and spend.” The spokesman added that improvements in facilities — including restroom cleanliness and nursing rooms — are helping create an environment tailored to women and family audiences. Efforts are also focused on ensuring a safe viewing experience, expanding amenities, and strengthening merchandise and content offerings. “Under a ‘fan-first’ approach, clubs are enhancing fan services, which has significantly narrowed the distance between players and supporters,” he added. Fans line up at a kiosk to print custom photo cards at the LG Twins goods shop inside Jamsil Baseball Stadium in Seoul on April 11, 2026. A stadium that sings Inside a packed 23,000-seat stadium, the noise is constant — not just cheers, but synchronized singing, a rolling chorus that rises and falls with each at-bat. Phones are always up. Moments are captured in real time — a home run swing, a pitcher’s stare, a perfectly timed dance break between innings. And when the final out is recorded, no one rushes for the exits. Fans linger. They pose with slogans, trade photos, relive the game in curated snapshots for their feeds. The experience doesn’t end with the scoreboard; it extends into the afterglow. Baseball here is no longer just watched. It’s performed, shared, and archived. Fans receive autographs from players after the LG Twins–SSG Landers game at Jamsil Baseball Stadium in Seoul on April 11, 2026. AJP Yoo Na-hyun From players to personas The way fans connect with players is evolving, too. Performance still matters — but so do personality, storytelling, and fan service. Players are no longer just athletes; they’re characters in an unfolding narrative, each with their own following. Clusters of fans wait after games along the players’ exit routes, hoping for a glimpse, a signature, a fleeting interaction. “Once you see a game live, you start to have a favorite player,” Yoo said. “Then you keep coming back.” It’s the logic of fandom — familiar to K-pop, now fully embedded in baseball. Fans take photos with team merchandise during the LG Twins–SSG Landers game at Jamsil Baseball Stadium in Seoul on April 11, 2026. AJP Yoo Na-hyun A customer looks at KBO League collaboration merchandise at a Starbucks store on March 30, 2026. AJP Yoo Na-hyun Beyond the Diamond The ripple effects are spreading far beyond the stadium walls. Major brands — from coffee chains to convenience stores — are rolling out collaborations with teams, extending the fan experience into everyday life. According to the Hyundai Research Institute, professional baseball now generates more than 1.1 trillion won in annual consumption spending, while combined ticket revenues for the league’s 10 clubs have topped 200 billion won for the first time. A spectator watches the LG Twins–SSG Landers game at Jamsil Baseball Stadium in Seoul on April 11, 2026. AJP Yoo Na-hyun On game days, nearby businesses report sales surging by over 90 percent. This is no longer just a sport. It’s an ecosystem. What’s unfolding in Korean baseball isn’t a fleeting trend. It’s a structural shift — driven by a new audience that consumes differently, participates actively and expects more than just nine innings. Fans wait for players after the LG Twins–SSG Landers game at Jamsil Baseball Stadium in Seoul on April 11, 2026. AJP Yoo Na-hyun Like any great season, the game builds inning by inning. And if the early crowds are any indication, this one is headed for a record finish — with a soundtrack, a light show and a fan base that knows every word by heart. Park Eun-seo (30, left) and Lee Na-young (30, right) pose for a photo after the LG Twins–SSG Landers game at Jamsil Baseball Stadium in Seoul on April 11, 2026. AJP Yoo Na-hyun 2026-04-16 13:34:28
  • Following the tracks, following the taste (Gangneung) -2
    Following the tracks, following the taste (Gangneung) -2 In quiet courtyards once lived Heo Gyun and Heo Nanseolheon, siblings whose words outlived their time. His Hong Gildong — often called Korea's first novel written in Hangul— still echoes in the air. Here, Gangneung reveals another layer: not just a place to visit, but a place that remembers. The past does not interrupt the present; it settles into it, like a quiet undertone. By the time you reach Gangneung Jungang Market, the journey finds its flavor. Crisp dakgangjeong (sweet fried chicken), soft gamja ongshimi (potato-paste noodle soup), ojingeo sundae (stuffed squid), and the delicate warmth of Chodang tofu — these are not just foods, but continuations of place. Here, visitors and residents move through the same narrow lanes, sharing space, sharing appetite. Nothing feels staged. The market does not perform for tourists; it simply continues. And in that continuity, the boundary between travel and daily life dissolves. Gangneung stays with you in quiet ways. It is there in the moment the sea opens before you, and something within you loosens. Not dramatically, not all at once—but enough to notice. This is why people return. From 2026 to 2027, the city will mark its "Visit Gangneung" years, expanding what it offers. But the essence may remain unchanged: a place where movement leads to stillness, where arrival feels less like an end than a continuation. 2026-04-15 17:20:04
  • Young Women Are Transforming South Korea’s Pro Baseball Fan Culture
    Young Women Are Transforming South Korea’s Pro Baseball Fan Culture Spring brings a familiar excitement in South Korea — not for cherry blossoms, but for baseball. Cheering sticks, coordinated chants, team merchandise and even dance routines once associated with K-pop fandom have moved into ballparks, reshaping the 45-year-old Korea Baseball Organization league in both scale and style. Last year, pro baseball drew a record 12.31 million spectators and generated more than 1 trillion won in annual economic impact. The KBO is aiming for 13 million fans this year. About 440,000 people attended exhibition games, and the league topped 1 million spectators in a record-low 55 games over 14 days, surpassing last year’s pace and raising expectations of another attendance record (12,312,519). With a surge of women entering the stands, pro baseball has further cemented itself as a national pastime. Women in their 20s and 30s accounted for 38.3% of ticket buyers last year, a shift analysts say is changing how fans watch, spend and participate. The change is visible before fans even reach the gates. On a mild weekend afternoon near Jamsil Sports Complex Station, a team chant echoed through the streets: “Seoul LG, let’s run toward our dream!” Fans streaming out of the subway moved in a steady flow toward the stadium, as if following a set route. Among the red jerseys, women in their 20s and 30s wearing character-collaboration uniforms stood out. Yoo Eun-seo, 23, an LG fan, filmed the chants and took photos with friends for social media. “It feels more like I came to hang out than to watch baseball,” she said. “Cheering, taking pictures — it’s a full-day course.” Ballparks are no longer just places to sit and watch. They have become venues built around experiences — and spending. The fastest changes have come in food and merchandise. Where boiled silkworm pupae and beer once dominated, fans now line up for mala skewers, fruit drinks and desserts. Team stores put key rings, photo cards and character goods front and center. Kiosks draw crowds of fans trying to print photo cards of specific players. Park Si-hyeon, 26, and Yoo Jeong-min, 24, both LG fans, said they buy multiple cards “until the player we want comes out,” adding that “the goods themselves are part of the fun.” A KBO official said the league has become “an experience-based leisure culture combining games with food and entertainment,” with more ways for fans to stay and spend regardless of the result. The official said teams and stadiums have also improved facilities such as restroom cleanliness and nursing rooms, focusing service on safer viewing environments, expanded amenities, and stronger merchandise and content. Under a “fan first” approach, the official added, clubs have stepped up fan service, narrowing the distance between players and supporters. Inside the stands, the new habits are already routine. In a packed stadium with 23,750 seats filled, fans sing along while recording video on their phones. Many stay after the final out to take photos with slogans and post them online. Baseball, for many, has shifted from a sport to watch into content to join and document. How fans follow players is changing, too. Interest now extends beyond performance to appearance, personal narratives and fan service, fueling player-centered fandoms. Waiting for players after games has become a common scene. A club official said players are “being consumed much like idols,” and that individual fandoms can translate into broader team popularity. Teams are responding with more aggressive marketing. Clubs have expanded “special days” and “players days” centered on specific athletes, while limited-edition goods often sell out immediately. KIA collaborated with fashion brand IAB Studio, and the LG Twins released an apparel collection with the YouTube-based brand “Bbodoners.” Kiwoom has sought to attract more women fans through special lectures at women’s universities and campus-linked events. The KBO has also strengthened strategies aimed at younger generations, including student marketer programs, pop-up stores and expanded social media content. The shift is spreading beyond the stadium. Coffee chains, convenience stores and food companies are releasing KBO collaboration products, extending the fan experience into daily life. The economic impact is also clear. Hyundai Research Institute estimated that, based on 2024 pro baseball consumer spending, nationwide production inducement totaled 1.1121 trillion won and employment inducement reached 9,569 people. Clubs’ gate receipts topped 200 billion won. Card company analysis found sales in major business categories near ballparks rose about 90% on game days compared with non-game days. By region, postgame dining sales increased 46% in Daejeon and 42% in Daegu. The league is evolving beyond a corporate-dependent model into a more self-sustaining industry, with some clubs posting profits and demonstrating new revenue streams. This season, games are also expected to feel faster and more immersive as stricter pitch clock rules speed up the pace of play. At the center of the changes are fans — especially women in their 20s and 30s. Their arrival is not only boosting attendance but also reshaping how pro baseball is packaged: viewing is more participatory, spending is more experience-driven, and the industry is leaning into partnerships and expansion. A second KBO official said, “The ballpark is not just a stadium now — it’s a platform,” adding that the experiences fans create have become core content. In that sense, the future of pro baseball is being built as much in the stands as on the field — in the chants, the photos and the merchandise purchases that now help drive the business. 2026-04-15 17:15:32
  • Statue of Joseon-era war hero gets bathed
    Statue of Joseon-era war hero gets bathed SEOUL, April 14 (AJP) - The landmark statue of Admiral Yi Sun-shin, one of the key attractions in central Seoul, was washed down on Tuesday. The cleaning work on the statue of the naval commander who repelled Japanese invaders in a famous 16th-century maritime battle during the Joseon Dynasty came a day after the nearby statue of King Sejong the Great in Gwanghwamun was also cleaned, as part of regular maintenance and preservation efforts with the arrival of spring. Dust and other stains that had accumulated on these statues over the long winter months were washed away. The Seoul Metropolitan Government said it will keep maintaining key landmarks to ensure a pleasant urban environment for citizens. 2026-04-14 17:36:01
  • Civilians switch off in energy-saving drive amid prolonged Gulf crisis
    Civilians switch off in energy-saving drive amid prolonged Gulf crisis SEOUL, April 13 (AJP) - As the Gulf crisis drags on and energy costs bite deeper, a familiar Korean instinct is quietly resurfacing — collective action in everyday life. Saemaul Undong Central Council on Monday kicked off a nationwide energy-saving campaign at Gwanghwamun Square, drawing participants who gathered not for protest, but for small, practical change. The message was simple: switch off what you don’t need, unplug what you’re not using, and think twice before turning the key in your car. Participants highlighted everyday habits — turning off unnecessary lights, cutting standby power, opting for public transport and keeping indoor temperatures in check — small steps that, multiplied across millions, could ease the strain of soaring oil prices. The campaign, organizers said, is as much about mindset as it is about savings — an effort to revive a culture of shared responsibility at a time when households and local businesses are feeling the pinch. Nearly 2 million members from Saemaul chapters nationwide are expected to take part, with no fixed end date. The campaign will continue, organizers said, for as long as the energy crunch lasts. For now, the movement begins not with sweeping policy, but with a flick of a switch. 2026-04-14 15:56:53
  • Following the tracks, following the taste (Gangneung) -1
    Following the tracks, following the taste (Gangneung) -1 SEOUL, April 13 (AJP) - The journey begins before the sea comes into view.Steel rails draw a quiet line from Seoul to the East Coast, and along that line, time seems to fold. Since the opening of the KTX Gangneung Line in 2017 ahead of the 2018 PyeongChang Winter Olympics, the city has moved closer (two hours) —not just in distance, but in rhythm. What once required a night’s stay now fits within a single day. The train does not merely carry passengers; it reshapes intention. A city once reserved for weekends becomes an impulse, a pause, a breath between obligations. Gangneung is no longer a destination you prepare for. It is a place you slip into. At Anmok Beach, the sea does not rush you. Cafés line the shore like open windows, each framing the same horizon differently. Coffee here is not hurried—it lingers, like the salt in the air. People walk, stop, sit, and stay. Time stretches between sips. What was once a simple coastline has become a choreography of movement and pause. You arrive, you wander, you settle. The act of drinking coffee turns into a way of inhabiting the city.The sea is still the destination. But now, so is everything around it. Around Gyeongpo Lake, the rhythm shifts with the seasons. During spring, cherry blossoms draw crowds along the water, while programs such as the traditional boating experience near Ojukheon add another layer to the landscape. Here, the city extends beyond the shoreline, blending water, season and movement into a broader flow. Wolhwa Street traces the path of a former railway, now softened into a pedestrian corridor. Here, the city breathes differently. Shops, light, and footsteps replace the rumble of steel. The line that once carried people through the city now invites them to linger within it. The coastline no longer holds the entire story. Movement extends inward, weaving the sea into the streets, the journey into the city’s core. Yet beneath these new rhythms, older stories remain. 2026-04-13 17:29:01
  • Seouls two landmark statues get spring wash
    Seoul's two landmark statues get spring wash SEOUL, April 13 (AJP) - Seoul's two landmark statues in Gwanghwamun are being bathed this week as part of regular maintenance and preservation efforts. As spring arrives, dust and other stains that have accumulated on the statues of King Sejong the Great and Admiral Yi Sun-shin over the long winter months will be washed off on Monday and Tuesday. Any damaged areas will also be touched up and recoated to prevent rust and preserve the statues' original condition. 2026-04-13 16:53:58
  • Hundreds of booths showcase latest tech convergence at expo in southern Seoul
    Hundreds of booths showcase latest tech convergence at expo in southern Seoul SEOUL, April 10 (AJP) - An expo featuring the latest technologies and trends in electronics and automotive manufacturing is being held at COEX in southern Seoul, with about 250 domestic and foreign companies participating. The three-day expo with more than 400 booths which kicked off Wednesday are showcasing a wide range of equipment and solutions in the fields of automotive electronics and smart factory systems, allowing visitors to explore automated production lines and advanced manufacturing technologies. The tech expo has evolved into a convergence exhibition with the inclusion of automotive electronics manufacturing since its 2017 inaugural event, further broadening its scope in 2022 to cover eco-friendly vehicle technologies and lightweight solutions. 2026-04-10 15:25:26
  • Flower-themed festival underway as spring in full bloom
    Flower-themed festival underway as spring in full bloom GANGNEUNG, April 10 (AJP) - A cherry-blossom-themed festival is underway along Gyeongpo Lake in Gangneung, Gangwon Province, welcoming visitors hoping to enjoy a spring outing at the peak of seasonal flowers. The weeklong festival, which kicked off last weekend and runs until Saturday, offers various programs including a singing contest, music performances, sporting events, and other activities in the surrounding areas. A roughly 4-kilometer-long trail lined with cherry blossoms along the scenic lake dazzles visitors with beautiful scenery by day and night, decorated with illuminated tunnels and other light displays. 2026-04-10 15:00:59
  • BTS franchise in incessant motion: on screen and stage, and off stage
    BTS franchise in incessant motion: on screen and stage, and off stage SEOUL, April 07 (AJP) -BTS franchise is in incessant motion since its March 21 comeback. As the world tour opens in Goyang on Thursday, the group has been releasing weekly viral music videos, amplifying global fan excitement. Off-stage activations have been just as intense, turning Seoul into a citywide extension of the BTS universe. The “BTS THE CITY ARIRANG SEOUL” project has kicked off across the capital, drawing strong response to its fan-participation programs. The project celebrates the release of BTS’ fifth full-length album ARIRANG and its accompanying world tour, offering immersive, citywide experiences built around the group’s music and message. At Dongdaemun Design Plaza (DDP), the “ARMY Madang” program is being held at Exhibition Hall 1. The program runs eight sessions per day, with about 400 participants per session. While free of charge, participation is limited to those who make advance reservations via Weverse. According to organizers, all sessions, held from 1 p.m. to 9 p.m., have sold out, underscoring surging demand. On-site activities include T-shirt and light stick customization, love song writing and photo card production, alongside a HYBE experience zone and other linked programs. “ARMY Madang” runs from April 6 to April 12. Across the city, the project extends into themed installations, pop-up stores and interactive zones, effectively mapping BTS onto Seoul’s urban landscape. Key landmarks have been reimagined as fan destinations, blending music, design and digital engagement. Nighttime light shows, projection mapping and curated playlists further transform public spaces into shared fan arenas. Retail and hospitality sectors are also participating, with limited-edition merchandise, themed menus and hotel packages tailored to visiting fans. The initiative is driving a measurable uptick in foot traffic in major districts, signaling the group’s continued pull as both a cultural and economic force. Taken together, the project illustrates how BTS’ comeback is not confined to charts or stages, but unfolds as a coordinated, multi-platform experience — one that fuses fandom, commerce and city branding into a single, continuously evolving narrative. 2026-04-09 10:42:02