Where the Fans Lead: The Grassroots Power of K-Pop Cupsleeve Events in Malaysia

This study examines the organizational mechanisms and motivational dynamics of K-pop cupsleeve events in Kuala Lumpur, Malaysia—grassroots fan gatherings celebrating idols' milestones. Through qualitative case studies of six events (Oct 2024–Jan 2025), we address how fans construct a robust 'affective infrastructure' that supports both community and commerce. Findings reveal that Malaysian fans operate as logistical producers, coordinating complex workflows via volunteer teams, donation-based funding models, and café partnerships. Events strategically adapt Korean models to local norms: muslim friendly or halal venues, bilingual signage, and extended durations (e.g., month-long pop-ups) accommodate working adults and families. Crucially, these events generate emotional communities (e.g., collective catharsis during military enlistments) and foster informal economies, with café partners and fan artists report significant benefits to patronage and sales. The study redefines offline fandom as a form of grassroots, glocalized affective infrastructure, demonstrating how Southeast Asian fans engineer ecosystems of belonging and resilience. Implications urge cultural policymakers to recognize and support fan initiatives as valuable creative micro-economies.