ABSTRACT
Indonesian K-Pop fans have experienced rapid development growth in recent decades due to K-Pop's fresh concept and good quality music. One of them is dominated by the music group BTS fandom known as ARMY. The act of fangirling, which was deemed inappropriate by the public, resulted in the young adult ARMY hiding its identity as a BTS fan in public. To better understand the factors behind this issue, we conducted a questionnaire that focused on people's perceptions and their impact on ARMY consumption patterns. Although there was only a quarter of societal disapproval, respondents attributed their concerns to the negative responses around them and ignored the positive and neutral responses. This result in their choices while choosing and purchasing not to apparent looking BTS merchandise. Our findings also may be applied to BTS merch business owners when considering items made for young adult ARMY
