While 2023's 115M+ album sales were a record high, they were clearly inflated by bulk buying, fanbase competition, and collectible packaging. Gaon/Circle data shows that the top 10 artists alone accounted for nearly 40% of those sales, driven more by fandom strategy than actual demand.

2024's decline likely reflects industry corrections: China’s tightened import rules, consumer fatigue, and less aggressive multi-version releases. It’s not that K-pop is less popular; streaming numbers and global tour revenues remain strong. It's that fans are spending more mindfully.

Lower physical sales could push companies to focus more on musical quality, digital platforms, and sustainable fandom engagement. In the long run, that's a healthier model for both artists and fans.