K-pop goes green: Fans push for sustainability, lower emissions

Activists from climate advocacy group Kpop4planet examine albums at Kyobo Hottracks in Jongno-gu, central Seoul, March 30. Korea Times photo by Park Ji-yeon

For years, K-pop fans have shown their dedication by buying physical albums in bulk to help boost artists to the top of global charts. Now, a growing number are using that same highly organized collective power to push back against the industry’s large environmental footprint.

Founded in 2021, Kpop4Planet marks a shift in youth climate activism. Driven by environmental concerns, the global fan-led group targets the entertainment sector’s mass production of plastic albums while pressuring financial and fashion companies that hire K-pop stars to make concrete emissions cuts.

“The voices of youth and women, who have been sidelined even though they are victims of the climate crisis, are uniting and gaining strength through the shared bond of K-pop,” said Kim Hye-kyung, 41, who leads the group alongside activists Park Jin-hee, Lee Da-yeon and Kim Na-yeon, during an interview last month.

The movement began after Kim met Nurul Sarifah, an Indonesian university student and fan of boy group EXO. Sarifah said Korean companies were financing coal-fired power plants in Indonesia, sparking a social media campaign for forest protection among global K-pop fans.

From left, Kpop4planet representative Kim Hye-kyung and activists Lee Da-yeon, Kim Na-yeon and Park Jin-hee speak during an interview at the Hankook Ilbo office in Jung-gu, central Seoul, March 30. Korea Times photo by Park Ji-yeon

Kim, a longtime fan of first-generation K-pop group Shinhwa, said she began to see the scale of collective action already taking shape. National Geographic recently named her the first South Korean to its National Geographic 33 list, recognizing her ability to mobilize fans to drive corporate change.

Album waste

The activists are familiar with K-pop agencies’ aggressive marketing tactics. Lee Da-yeon, 24, recalled buying dozens of Stray Kids albums in high school to secure entry to a fansign event. Drawing on that experience, she launched a campaign urging fans to return unwanted albums to entertainment agencies.

The group collected 8,000 copies in three weeks. Many were unopened or missing only their randomized photo cards. After the campaign, agencies began releasing albums marketed as “eco-friendly” or “CD-less.” Nevertheless, activists say, the core problem remains.

“If entry tickets for fansign and photo cards were sold separately without being linked to album purchases, less plastic waste would be produced,” Lee said.

Kim Na-yeon, 21, pointed to the rise of online fansign events as added pressure.

“Unlike face-to-face events, they are not subject to time and space constraints, so they can be held for several months even after activities end,” she said, adding that they encourage repeat purchases over long periods.

Girl group NMIXX, for example, held 60 such events between October 2025 and January this year to promote its “Blue Valentine” release.

Thousands of albums returned by K-pop fans fill the office of climate activist group Kpop4planet. Courtesy of Kpop4planet

Corporate accountability

The group also tracks greenhouse gas emissions linked to fashion brands that hire K-pop artists as ambassadors. Park Jin-hee, 28, pointed to talks with European luxury group Kering.

“We met with Kering, which said it was difficult to secure enough renewable electricity to power its retail network in Korea,” Park said.

After consultations with experts, Kpop4Planet and the company worked together to raise its renewable energy use to 44 percent.

Concert emissions

Live performances remain a major source of emissions, prompting the activists to push for industrywide emissions cuts. According to YG Entertainment’s 2024 sustainability report, the finale of BLACKPINK’s world tour generated a large carbon footprint.

The report put emissions at about 3,000 tons a day — roughly equal to the annual emissions of 700 gasoline cars.

K-pop girl group BLACKPINK performs during its “BORN PINK” world tour at Gocheok Sky Dome in Guro District, Seoul, in a file photo from September 2023. Courtesy of YG Entertainment

The sustainability drive has begun to change musical acts’ practices globally. British rock band Coldplay cut emissions by 59 percent on its recent world tour by using solar power and banning disposable plastics.

Chicago’s Lollapalooza music festival also powered its main stage with rechargeable batteries instead of relying on diesel generators last year, while London’s O2 Arena permanently transitioned to renewable energy.

Kpop4Planet is working with the National Assembly to draft eco-friendly concert guidelines in South Korea.

“Beyond measuring carbon at concert venues, we need to cut emissions in practice,” Kim said. “Both fans and the K-pop agencies must make an effort.”

This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI system and edited by The Korea Times.