Fashion items now make up more than 50%… evolving from 'cheering gear' to everyday looks
'Nareun Bangdo Scarf' tops sales… 'fandom fashion' driven by women in their 20s and 30s
Huge turnouts at KBO League games are now spilling over into retail, even shaping fashion trends.
CJ OnStyle said April 26 that the KBO goods it launched earlier this month surpassed 35,000 units in about 10 days — an unusually strong showing for fandom commerce.
What’s driving the craze is the rise of "fandom fashion," where fans pair baseball merch with everyday outfits. Fashion items accounted for 52.8% of total sales, a clear majority. It’s a sign that baseball spending has moved beyond snacks and one-off cheering items to lifestyle pieces that express fans’ identities.
The top seller was the 'Nareun Bangdo Scarf.' Practical-minded women in their 20s and 30s have gravitated toward it for its versatility — it works with a jersey, clips onto a bag, or adds a chic touch to a daily look.
Other categories are catching on, too. Demand jumped for lightweight double-layer umbrellas and stadium bag keyrings used as bag charms, showing fandom spending is diversifying.
Riding that early success, CJ OnStyle expanded sales channels to external platforms like Naver and 29CM on April 20 to broaden customer reach. The company says it will keep refining its fandom commerce model so these items aren’t just for cheering at the stadium but become personal style statements that reflect individual taste.
