IVE draws line on luxury fan gifts after Jang Wonyoung birthday support debate
IVE's Jang Wonyoung / Xportsnews
K-pop group IVE has announced it will no longer accept gifts or fan-funded support beyond handwritten letters, a move that comes amid growing debate over luxury “tribute” culture following the online spread of extravagant birthday presents prepared for member Jang Wonyoung.
On Dec. 15, IVE’s agency Starship Entertainment posted a notice on its official channels outlining new guidelines on material fan support. The agency said, “From now on, we have decided not to receive any gifts or support other than fan letters,” clearly signaling an end to so-called ‘jogong,’ a term used in Korea to describe fan-funded luxury gifts.
The agency added that the decision was made in hopes that fans’ goodwill could be redirected to places where it is more genuinely needed. “We ask for your broad understanding and cooperation,” the statement said. “If you are currently preparing or planning any form of support, we respectfully decline and will gratefully accept only your heartfelt intentions.”
IVE / Xportsnews
IVE, a six-member girl group that debuted in December 2021, has quickly risen to global prominence. Wonyoung, in particular, enjoys massive popularity not only in South Korea but also across Chinese-speaking regions, where organized fan communities are known for large-scale birthday projects.
That type of fan culture recently came under scrutiny after details of gifts prepared by Wonyoung’s Chinese fanbase for her birthday circulated online. The list reportedly included luxury handbags, clothing, shoes and accessories, as well as high-end cameras and gaming consoles. The total amount raised for the birthday support was said to have reached hundreds of millions of won, sparking intense discussion on social media.
Reactions were sharply divided. Some online users questioned the necessity of expensive gifts for a top-earning celebrity, saying such practices were hard to understand. Others defended the gesture, saying fans were voluntarily expressing affection and support.
IVE's Jang Wonyoung / Xportsnews
The controversy is unfolding against the backdrop of a broader shift within the entertainment industry. Many celebrities have publicly said they feel burdened by luxury fan gifts and have opted to accept only letters or minimal tokens. In some cases, agencies have issued blanket bans on gifts to curb excess and avoid misunderstandings.
IVE’s decision aligns with that trend, drawing a clear boundary around fan support at a time when the topic has become increasingly sensitive.
Wonyoung recently made headlines for purchasing a high-end villa in Seoul’s Hannam-dong district for about 13.7 billion won ($10.3 million) in cash in March. The property was reported to have been bought for family residence purposes, further fueling online conversations about celebrity wealth.
This article from Xportsnews is adapted by a generative AI system and edited by The Korea Times.