Portrait of Two-Sided Lives: The Economics behind Underground Idols

In recent years, with the continuous integration of foreign cultural trends, large-scale organized support systems have spread to China and gained recognition among domestic fans. Underground idol culture has become popular among young people, providing Generation Z with an outlet for stress relief and emotional fulfillment. This has spurred a related fan economy, emerging as a significant force in the market economy. This paper examines the dual nature of the underground idol economy by analyzing fans' emotional projections onto idols and the resulting economic behaviors. Through the lenses of behavioral economics and gender economics, it explores the motivations behind fan spending. Based on current trends and impacts, it proposes strategies for sustainable development of the underground idol economy.