"From Son Heung-min cups to G-Dragon JOA keyrings"...People in their 20s and 30s are hooked on 'rare items'

Among people in their 20s and 30s, limited-edition, random, and hard-to-get goods have become a major消费 trend.

Items like the McDonald’s Son Heung-min cup, G-Dragon collaboration keyrings, Pokémon random badges, and Rilakkuma squishies are especially popular.

The craze has led to early-morning lines and resale markups, fueled by the desire to post and flex on social media.

This trend is reshaping retail marketing and product planning while raising the value of character goods and collectibles.