How a single mention of a book triggered a 462% sales surge
In short: Irene is a K-pop powerhouse whose influence extends far beyond the stage. From becoming the first Asian muse for an Italian luxury jewelry brand to sparking a massive literary trend, her career illustrates the profound weight of celebrity influence in modern South Korean culture.
Born Bae Joo-hyun in 1991, Irene joined SM Entertainment in 2009, undergoing five years of rigorous training before debuting as the leader of the girl group Red Velvet in July 2014. Between 2015 and 2016, she performed various duties, such as presenting Music Bank and appearing for the first time in the 2016 web series Women at a Game Company. Her commercial reach is immense; she has been dubbed a "CF Queen," securing high-profile endorsements with brands ranging from luxury apparel and Prada to basic commodities like rice porridge and vitamin C.
Irene's cultural impact was notably demonstrated in 2018 when she mentioned reading the novel Kim Ji-young, Born 1982. This single mention triggered a massive "Irene effect," causing a 104% weekly surge in sales and a total increase of 462.4% for the book. The title subsequently became the most borrowed book at Seoul National University, the country's largest university library. This event highlighted her ability to move markets and shape public discourse instantly.
However, her career has also faced scrutiny regarding the "gapjil" culture—a Korean term for abusive conduct by those in power. In 2020, allegations of mistreatment toward a stylist sparked a national conversation about the high standards and pressures placed on female idols. While Irene issued public apologies and faced significant backlash, the incident served as a catalyst for broader societal debates on workplace dynamics and the gendered expectations of the entertainment industry.
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- Summary by Intellect · source: Irene (singer)
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