NCT Wish, RIIZE lead keyring album craze in K-pop
RIIZE releases a voice keyring version of its full-length album “Odyssey.” Courtesy of SM Entertainment
Keyring albums turn K-pop collectibles into music players
In the ever-evolving world of K-pop, where physical albums double as collectibles, a new trend is taking hold: the rise of keyring-format albums.
These mini-sized, music-enabled charms are capturing the attention of fans and artists alike, blending fandom culture with portable tech and playful design.
Once seen primarily as fashion accessories, keyrings have become popular items in Korea’s MZ generation culture.
Their affordability and ability to express personal taste through customization made them a must-have item among young consumers. Now, the K-pop industry has embraced their appeal, giving birth to albums that double as keychains.
Leading the charge is NCT Wish's "Wichu" album, widely credited as the breakout success of the keyring album format. Designed as a plush character keyring, "Wichu" contains an NFC chip inside a zippered pouch. With a simple tap on a mobile device, fans can access the album’s full track list and digital content.
The product sparked a frenzy upon release, selling out rapidly and expanding NCT Wish’s fan base beyond hardcore followers. Its cute design drew in casual buyers as well, proving that the keyring album could bridge fandom and fashion.
Building on that momentum, the group released a follow-up keyring album, "Pop-chu," alongside their latest music.
NCT Wish releases keyring-format album “Wichu.” Courtesy of SM Entertainment
Their SM Entertainment labelmates, RIIZE, also jumped on board with a voice keyring album accompanying their first full-length album "Odyssey." Shaped like their mascot plushies, the keyrings include recorded messages from each member and a QR code that unlocks the music.
Other artists have followed suit. BTS member J-Hope and girl group NMIXX have launched their own versions of the keyring album, each offering unique twists, from audio clips to exclusive visuals.
The trend is proving especially effective at creating buzz around comebacks, adding novelty to the K-pop album experience while maintaining its collectible appeal.
More than a gimmick, keyring albums reflect K-pop’s instinctive knack for evolving with its fans. As physical album sales remain crucial in the industry, innovations like these keep the format fresh and aligned with lifestyle trends.
With form and function combined, keyring albums may well be the next lasting fixture in the K-pop merchandise landscape.
This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI and edited by The Korea Times.