Last weekend at Jamsil Baseball Stadium in Seoul, even before the game began, a variety of merchandise was more noticeable in the stands than team uniforms themselves. Everyday items such as tumblers, keyrings, and umbrellas featuring team logos were spreading rapidly among spectators. A female fan in her 20s pointed to the keyring on her bag and said, "I bought it at Starbucks. It sold out as soon as it was released, so I barely managed to get one." In fact, the KBO collaboration goods launched by Starbucks Korea last month saw their main products sell out within just one hour of sales beginning. As all products eventually sold out, a resale phenomenon emerged, with items trading in the secondhand market at nearly twice the original price.

As professional baseball is evolving from a simple spectator sport into a form of consumer content, the retail industry is rushing to enter the KBO merchandise market. With a strong fandom centered on female fans in their 20s and 30s now firmly established as a new consumer base, competition over baseball-related products is intensifying.

Tailorsense KBO Uniform Sachet. CJ OnStyle

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According to industry sources on April 10, CJ OnStyle began selling KBO collaboration goods via its mobile application starting the previous day, making a move to capture market share. The newly launched lineup includes over 10 items, such as Odense tumblers, figure straws, Atsensial towel keyrings (bat-shaped and stadium bag-shaped), a set of three hand towels, uniform sachets, a championship wish pollack, extra-large picnic mats, lightweight blackout umbrellas, and bandana scarves. The inclusion of highly practical everyday products is a notable feature.

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Consumer response was enthusiastic even before launch. After CJ OnStyle gave a sneak peek on its broadcast, products that ranked high in views and 'favorites' right up to the official launch included the bandana scarf, lightweight umbrella, uniform sachet, stadium bag keyring, and extra-large picnic mat. A CJ OnStyle representative explained, "The participatory content 'KBO Home Shopping' mobile live broadcast, in collaboration with broadcaster Yoo Byungjae, received notification requests and chat participation at 10 times the rate of regular live streams, demonstrating its strong potential for success."

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This movement in the retail industry is based on a well-established formula for successful merchandise sales. The 2024 collaboration between Doosan Bears and the character 'Manggeureojin Gom' is a representative example. At the time, all uniforms sold out within 13 minutes of release, instantly surpassing the previous annual sales volume. Kia expanded its fan base through a collaboration with 'TiniPing,' while SPC Samlip's 'KBO Bread' proved its scalability by selling over 1 million units within just three days of launch, extending the trend into the food sector.

At the center of this trend are female fans in their 20s and 30s. As their active consumption patterns merge with a fandom-driven participatory culture, baseball is transforming from a sport watched simply for enjoyment into a lifestyle content that is both enjoyed and consumed. The popularity of practical everyday items such as uniforms, keyrings, and picnic goods reflects this shift.

The economic impact is also significant. Last year, cumulative baseball attendance surpassed 12 million, and baseball fans are known for their high loyalty and "expansive consumption," ranging from merchandise purchases to community activities. According to the Hyundai Research Institute, the annual consumption expenditure effect of professional baseball reaches approximately 1.1121 trillion won. This extends far beyond ticket sales, encompassing related industries such as merchandise, food and beverages, and content consumption.

KBO goods sold at Starbucks. Starbucks

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Lotte Wellfood has also announced the launch of KBO limited-edition products featuring stickers on Pepero, Kkokkalcorn, and Moncher, joining the competition. As the "baseball intellectual property (IP) business" expands beyond fashion and lifestyle goods into the food sector, it is expected to remain a key battleground for the retail industry for the foreseeable future.

An industry official said, "In the past, sales were closer to one-off events, but now the market has shifted to ongoing consumption based on fandom. From the perspective of the retail industry, this is seen as a new category that ensures stable demand."