Communications in Humanities Research ISSN: 2753-7072
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Research Article

The Collapse and Rebuilding of K-POP Idols' Persona

Hanning SunShanghai University* Hanyue ZhangHenan University

* Corresponding author: [email protected]

Abstract

This study focuses on the "anti-scandal system" in the K-POP industry—a mechanism to mitigate reputational damage caused by scandals—and addresses challenges such as global reputational risks and the social media-driven spread of scandals. Adopting mixed research methods, it combines case studies (e.g., the withdrawal of Ju Haknyeon from THE BOYZ and the persona building of NewJeans) with a questionnaire survey (180 valid responses, with respondents primarily being students aged 18-25) to explore the operation of this system and its impact on idol-fan relationships. Findings reveal that idol personas have gradually undergone a strategic shift: for instance, from "divine idols" to "human partners," emphasizing authenticity and modularization to enhance resilience against scandals. Capital-driven risk control measures—including strategic rotation across transnational markets (e.g., adjustments to regional strategies by S2 Entertainment following KISS OF LIFE's racial controversy) and legal-cum-PR tactics—effectively mitigate damage. Questionnaire results indicate that 62.5% of respondents evaluate scandals based on their severity, while only 22.98% disapprove of all the idol's mistakes, reflecting the audience's hard bottom lines and limited tolerance. This study uncovers the characteristics of K-POP idols as "human brands" and examines how industry mechanisms, fan psychology, and capital operations collectively maintain idol personas amid scandal crises, offering insights into the evolving governance models in persona management within the cultural industry.

Keywords: K-pop; Idol system; idol human brand attachment; cultural industry.
Published: September 9, 2025
DOI: 10.54254/2753-7064/2025.KM26717
Volume: CHR Vol.80
pp. 75-80
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