What is the Bay Area Kpop Census?
The Bay Area Kpop Census aims to provide high quality data about Kpop fans in the San Francisco Bay Area. This data can be used by industry, local small businesses, and curious K-pop fans to create better products, services, and experiences for Bay Area Kpop fans.
The census survey is conducted annually and may make changes in methodology and questions year-to-year. Data, with PII removed, is made free and accessible at the conclusion of the survey.
Bay Area Kpop Census 2023 Data (Google Sheets)
TOP TAKEAWAYS
Bay Area K-pop Fans are mostly women in their 20’s and 30’s.
K-pop fans may include under-18-year-old pre-teens and teenagers (10.4%). But over half (54.6%) of respondents were 21 – 32. 33 – 55-year-olds represent 17.8% of respondents. A golden three of all respondents were older than 55 years old.
Most Bay Area K-pop fans are based in South Bay.
San Francisco, Alameda, and Santa Clara counties had the highest number of respondents. South Bay was the most criminally underserved for concerts and events. Respondents also suggested they don’t want to drive more than 30 minutes to attend a K-pop event.
Bay Area K-pop fans like Gen 3 artists/groups. Le Sserafim, TWICE, Seventeen, TXT, Stray Kids were Bay Area favorites.
The 3rd Gen preference seems to align with the entry period of when fans got into K-pop (most following K-pop for 6 – 8 years). Surprisingly, TXT ranked higher than label-mates NewJeans and BTS. Carats appear to be a less vocal fandom. While TWICE is a very popular group in the Bay Area, we haven’t seen a meaningful Bay Area-based chapter of ONCE.
TWICE & SUGA concerts at Oakland Arena were locals’ favorite concerts of 2023.
Blackpink’s concert at Oracle Park in San Francisco appeared to be a 3rd favorite. San Jose concerts seem underserved. The Warfield in San Francisco was noted by a few respondents for STAYC and Xikers concerts.
K-pop fans mostly buy K-pop merchandise from Target. SarangHello & Kloud K-pop are notable front runners.
Target has the benefit of having multiple Bay Area locations and a few official K-pop merchandise exclusives. Bay Area buyers seem to resonate with the community emphasis shown by Kloud K-pop and SarangHello.
K-pop fans have largely spent UNDER $100 for fan-made merchandise, but OVER $100 for official merchandise.
Official merchandise (and perhaps concert tickets) are the Bay Area K-pop fan’s biggest spend. 31.6% of respondents said they spent $400 or more on official merchandise in 2023.
K-pop Dancers represent about 1/4th of Bay Area K-pop fans.
About 1/4th of all respondents took K-pop dance classes, attended Random Dance Games, or were on a dance cover team. 22% of respondents said they’d like to be on a K-pop Dance Team, with just 14.3% already being on one. K-pop dance teams themselves are lesser known, but Eclipse and K-pop-up are more recognized groups.
More than anything, K-pop fans want to meet other K-pop fans.
Interestingly, the opportunity to mingle with other fans ranked as a stronger influence than the onsite presence of K-pop idols. Respondents suggested ways to meet other K-pop fans in particularly casual or low-key environments and had a few novel event ideas for doing this (such as listening parties, Bay Area tours of Hallyu-associated businesses, and non-profit volunteer activities).