On November 5, 2023, a post on an online forum went viral with over 215,000 views in just a day. The post compiled all the different gifts that idols gave their fans at music show recordings. These gifts are part of a new fandom culture called “yeok jo gong,” (“reverse tributes”) which is where singers give back to their fans. The post openly compared the different gifts that idols had given the fans during their promotional cycles.
NCT 127 gave fans lunch boxes at each performance. These boxes were luxuriously packed with different foods and desserts. They also provided fans with signed postcards.
NCT Dream gave fans snack packs of pastries, tumblers, and printed post cards.
TXT took the cake when Soobin personally baked cookies with his older sister for the fans.
BLACKPINK‘s Jisoo gave fans gifts from DIOR and Dunst. She also gave fans adorable desserts.
BTS‘s Jungkook provided fans with coffee trucks, pastries, fruits, and more.
Sunmi made sure fans were comfortable with special chairs, desserts, and coffee.
Things took a turn when they posted a simple photograph of two cans of kimchi for SEVENTEEN. The post tried to insinuate that the group had provided the fans with only two cans of kimchi. The kimchi were gifted by Jongga, of which Hoshi is a model for.
It seemed like the post was created by a hater, to make it seem like SEVENTEEN had not been sincere with their fans. Fans were quick to jump in to defend the group. Hoshi had given fans the kimchi as a bonus that day, in addition to the four coffee trucks sent by S.COUPS. The four carts would’ve provided fans with more than enough refreshment to go around. On other days, SEVENTEEN also gave fans blankets and Huxley products, as well as Banila. Co lipsticks and pouches.
Fans were also gifted with caps from NBA, clothing from Code:graphy, and products from Innisfree. All of these brands are endorsed by the various members.
Given the number of days that the groups perform at, fan gifts are often spread across the days to make sure that no fan goes home empty-handed. Although kimchi cans were indeed provided to fans thanks to Hoshi’s endorsement, fans were also well-fed and well-treated throughout the promotions.