Why European K-Pop Fans Have Concerns Tours May Not Happen There — And They’re Valid

As K-Pop became more global, more and more artists began planning world tours outside of Asia. The United States is arguably the place with the most concerts outside of Korea, with European fans recently being included more often after years of waiting.

Eric Nam’s upcoming 2023-2024 tour. | ericnam.com

Unfortunately, there may be a new barrier stopping tours from happening in Europe.

Recently, after SEVENTEEN Vernon‘s trip to Paris for Paris Fashion Week, fans shared the idol’s alleged interaction with a local stan. Vernon reportedly replied, “I wish,” to a fan that expressed the desire for SEVENTEEN to perform there.

SEVENTEEN’s Vernon

wdym vernon said “i wish” when someone asked him abt a europe tour… i’m losing hope

— ell (@sideruin) June 28, 2023

While this interaction, if true, could be interpreted in many ways, some found a link between the ability of companies to apply dynamic ticket pricing in some places and where tours go.

hybe refusing to let svt tour europe because of the whole dynamic pricing situation is so annoying… i hate capitalism

— super ael (@hcwooist) June 28, 2023

In May 2023, HYBE had its quarterly report and, during the call, revealed they opted into dynamic pricing for BTS‘s Suga and TXT‘s recent US tours.

“We currently do apply dynamic pricing to the US market for performances by Suga and TXT. If any of our other artists do perform in the US, the same dynamic pricing will apply. Basically, to be able to apply this scheme, you have to have sell-out ticketing power and we think that all of our artists have that. It could apply to them if they are performing in the US.

With dynamic pricing, tickets will surge in price from their original value based on “demand,” leading fans to pay sometimes ten times the starting price. This practice is used most heavily in the United States and has been a point of criticism for all concertgoers, regardless of genre.”
— Hybe

As reported by NBC News, some American fans of Beyoncé even traveled to European shows because of the considerable differences in ticket prices.

@brokeassgirltravel

Replying to @reclaimingenergy when I saw Beyoncé in Paris I spent $300 on airfare from Chicago, split a decent hotel with a friend and got tix for $180. We took the subway to the show and had an amazing time!

♬ original sound – Mally Travel pro/ influencer

While this could be considered speculation, it is worth noting that Suga’s and TXT’s tours did not or are yet to announce dates in Europe.

Suga’s initial tour dates before Japan dates were added. | HYBE

Other groups from companies outside of HYBE have also opted into dynamic pricing, but have not come clean about it.

Hopefully, European fans can see their favorite artists regardless of ticket pricing!