K-Pop CD sales are booming, but a lot of them just end up in the trash.
K-pop albums are flying off the shelves, with sales surpassing 100 million units in 2023. This marks a historic achievement in an industry increasingly defined by digital streaming.
The rise in physical album sales is largely attributed to the aggressive marketing strategies that drive fans to bulk-buy physical albums. But, it’s not just driving CD sales up. It’s also leaving behind mountains of plastic waste and huge carbon emissions.
The Rise of K-Pop CD Sales and Marketing Strategies
K-pop has turned what many thought was a dying format into a booming collector’s market.
While most music fans have switched to streaming, K-pop labels found a way to make CDs irresistible through clever marketing. In fact, K-pop CD sales hit over 100 million units in 2023, which is 50% higher than the previous year.
The secret? They’ve transformed albums from just music formats into lottery tickets and collectibles.
Each CD comes with special photo cards featuring different group members, and fans often buy multiple copies hoping to complete their collection. So, some dedicated fans own hundreds of copies of the same album.
You can say it’s not much different than the variants strategy of Western artists.
But, labels also release multiple versions of album covers and tie purchases to chances of winning face-to-face time with idols through video calls or meet-and-greets.
This strategy has created a culture of bulk buying. Because of this, fans purchase albums in large quantities not just for the music, but to boost their chances of these exclusive experiences.
Environmental Impact and Advocacy Against Waste
The environmental impact of K-pop’s physical album boom is staggering.
To put it in perspective, producing a single CD generates about 500 grams of carbon emissions, according to a study by Keele University. Multiply that by 100 million sales in 2023, and you’ve got a massive carbon footprint.
In fact, when a popular group releases new music, their weekly CD sales can create emissions equal to 74 flights around Earth.
The plastic problem is just as concerning.
K-pop entertainment companies used over 800 tons of plastic in 2022, up from 55.8 tons in 2017. And, in 2022 alone, CDs created at least 1,395 tons of plastic waste, not counting packaging and extras.
Adding to the challenge, CDs are made from polycarbonate, which requires a specialized recycling process to prevent the release of toxic gases. So, disposing them sustainably is another thing to worry about.
The sad thing is, because they already have multiple copies of the same albums, many fans just grab the photo cards and prize tickets and leave the actual CDs behind.
This leaves a visible waste on Seoul’s streets, where discarded albums pile up after fans take out the collectibles they want.
Industry and Government Responses
While K-pop’s CD sales soar, entertainment companies and South Korea’s government have taken minimal steps to address the environmental impact.
For instance, many view that the environment ministry’s fines for excessive plastic use (₩2 billion ($143,000) in 2023) are tiny compared to album sales revenue. And, despite growing waste, music albums still aren’t on the ministry’s overpackaging monitoring list.
Some lawmakers want disposal instructions on album packaging and better waste management systems. But no real action has followed.
Environmental groups aren’t waiting for government action, though.
Kpop4Planet, started by fans in 2020, leads the push for industry change with their “No K-pop on a Dead Planet” campaign.
They organize protests outside entertainment companies and gather signatures pushing for less plastic use and better marketing approaches. One of their smart ideas is a “green album option,” which lets fans buy multiple digital albums for lottery entries while getting just a few physical copies to reduce waste.
But entertainment companies haven’t made meaningful changes, yet. Except. Maybe for JYP Ent, which announced that they will no longer release physical albums in 2022.
For the rest, the challenge remains: how to balance fan demand and profits with environmental responsibility.