A coffee truck owned by Kim Sung-yong, a young businessman. Fans of celebrities book Kim’s cart to serve coffee to staff at the filming locations of dramas or movies their favorite stars are working on. Provided by Kim Sung-yong
Kim Sung-yong makes a living by dripping and selling coffee, but what differentiates his business from others of a similar nature is that he delivers his concoctions to VIP clients – including actors Lee Min-ho, Zo In-sung and Hyun Bin.
Jogong, as the practice of fans purchasing treats for their favorite celebrities is called in Korean, originally referred to gifts sent by colonies to their ruling states. The list of offerings during the Joseon Dynasty (1392-1910) varied from rolls of silks to delicacies collected from all parts of the nation.
The pricey presents were then sent on by the main government to China, which had a lot of power during that time.
But jogong is now commonly used in the entertainment scene as a term referring to high-priced gifts given to favorite stars, from the latest Apple MacBook Air to a brand-new leather bag from Hermes.
Over time the culture has evolved, too.
Fans band together to collect money and send meals or coffee trucks, like the one operated by Kim, to feed stars and the staff members who are involved in the production of films or drama series in which their favorite celebrities are taking part in.
This has become very common among fans regardless of their nationality.
“I went to the location of the drama series ‘Spy’ yesterday,” said Kim during a phone interview with the Korea JoongAng Daily.
“That was my fourth visit to the location of ‘Spy’ and I have to visit three times more because Kim Jae-joong has a large fan base overseas. Fans from six Latin American countries organized yesterday’s event.”
The singer-actor in question is a member of the popular K-pop trio JYJ.
The young businessman added that he was requested to take his cart, called Mr. Kim who Roasts Coffee, to the set by seven different Kim Jae-joong fan clubs.