Airbnb and SEVENTEEN: A Unique Fan Experience or Just Clever Marketing?
Global lodging platform Airbnb is stepping into the world of K-pop, teaming up with popular boy group SEVENTEEN in a collaboration that’s drawing both praise and scrutiny. The first part of the partnership launched in 2024, giving fans the chance to book a stay in a replica of a set from one of SEVENTEEN's music videos. And there’s more to come: starting in 2025, Airbnb will roll out exclusive SEVENTEEN-themed experiences in cities worldwide, timed with the group’s tour schedule.
This isn’t just a quirky marketing campaign. It reflects a larger strategy by Airbnb to tap into the massive global fandom of K-pop and deepen its cultural relevance, all while spotlighting South Korea as a must-visit destination. But while many fans are thrilled at the opportunity to get closer to their idols, others are raising concerns about fairness, commercialization, and the authenticity of the experience.
Why Fans Love the Idea
For fans, known as CARATs, the chance to book a stay tied to SEVENTEEN's universe is a dream come true. It's not just about sleeping in a cool location — it’s about stepping into the same space their idols have stood in, connecting emotionally with the music, and creating lasting memories. Small details like similar decor or music playing in the background can make the experience feel deeply personal.
From a business perspective, this campaign is smart. For Airbnb, partnering with K-pop giants means getting exposure to one of the most loyal and active fanbases in the world. It positions the platform not only as a place for accommodations but also as an avenue for cultural discovery. For South Korea, it aligns with larger efforts to boost tourism through pop culture.
And then there’s the cultural aspect. These experiences promote cultural exchange by allowing international fans to engage with Korean settings, customs, and entertainment. It’s a way to export not just music, but also food, style, and hospitality.
But Is It All Just Marketing?
As exciting as it sounds, some voices within the fandom and online communities are skeptical. One of the main criticisms is commercialization — turning fan love into a product. While fans naturally want to support their favorite artists, there’s a fine line between offering meaningful experiences and just cashing in on a trend.
Then there’s the issue of accessibility. These Airbnb stays and events are limited in number. If only a handful of CARATs get to participate, the rest are left feeling excluded or worse, like they have to compete just to engage with the brand they love. High demand and limited supply may also lead to inflated prices, which turns the experience into something only a select few can afford.
Finally, some fans worry about whether these events feel truly authentic or are just performative. Will SEVENTEEN actually be there? Or is it just a cleverly packaged hotel room with a few posters and some themed snacks? The difference matters, especially when expectations are sky-high.
Walking the Line: Is Balance Possible?
What’s clear is that collaborations like this walk a fine line between innovation and over-commercialization. If done right, Airbnb's partnership with SEVENTEEN could serve as a blueprint for how brands can enhance fan experiences in meaningful ways. If not, it risks alienating the very people it’s meant to serve.
Ultimately, equity matters. Fans shouldn't feel that their dedication is being used merely as a means to generate profit, especially when many contribute time, energy, and heart into supporting their favorite groups. Offering a variety of experience levels — from free digital content to more immersive in-person events — could help bridge the gap.
It’s also worth noting that SEVENTEEN has been known for genuine fan engagement. If that spirit carries over into this partnership, it could offset concerns and reaffirm that the collaboration is about more than just money.
More Than a Stay: A Cultural Message
The Airbnb-SEVENTEEN project symbolizes more than just a place to sleep. It’s a meeting point between music and travel, fandom and lifestyle, Korea and the world. When done respectfully, such collaborations can be powerful tools for cultural storytelling — while making fans feel seen and valued.
But it has to be backed by authenticity, transparency, and inclusiveness. Only then can this kind of experience truly feel like a celebration rather than a transaction.
