K-Musical Culture
14 Program Books and Souvenirs
Korea
In Korea, program books are not free but sold as collectible items. They typically include exclusive photos, interviews, and production details, making them prized keepsakes. Alongside these, theaters sell souvenirs such as magnets, pins, tote bags, shirts, and hoodies in the lobby before the show, during intermission, and sometimes afterward.
Because many theaters allow lobby access without a ticket—and some are inside malls or connected to cafés—people can purchase merchandise without attending the performance. Fans also design and share their own memorabilia (such as stickers or photo cards). These are not sold commercially but circulate within fan communities, though they may raise licensing concerns.
In 2025, the first Seoul Arts Goods Festival was held to spotlight the growing popularity of musical merchandise.
Program books from musicals in Korea — including The Last Empress, The Phantom of the Opera, and changgeuk productions Merchants of Venice and Sim Cheong. These collectible volumes feature exclusive interviews, photos, and production details.
In Korea, pins and charms are commonly sold as theatre souvenirs, often produced in detailed enamel designs shaped like costumes, props, or logos. Magnets are also available, but they tend to be bulkier. In this collection, many pins were adapted into magnets by attaching small magnet pieces to the back. This method creates a uniform display format while preserving the variety and artistry of pin designs.
Souvenirs from Korean productions, including enamel pins and charms. Many items were adapted into magnets for consistency, highlighting the detailed craftsmanship of Korean theatre merchandise.
Broadway
On Broadway, every audience member receives a free Playbill, containing essential show information, cast lists, and advertisements. Souvenirs—including pins, magnets, T-shirts, hoodies, and program books—are also sold inside the lobby, but access is limited to ticket holders since sales counters are located past the ticket check. Some productions release special merchandise for anniversaries or major milestones.
Dedicated Broadway shops extend this market: the Shubert Organization operates a store near the Winter Garden Theatre, and another shop at 44th Street and 8th Avenue offers goods from current and past productions, including official program books and sheet music. The Museum of Broadway also sells merchandise tied to current shows. Authentic Broadway and West End goods are also available through official online platforms, though they are rarely found on general marketplaces such as Amazon or eBay.
A collection of Broadway Playbills, given free to all audience members. Featured here are titles such as The Phantom of the Opera, Les Misérables, The Lion King, Hamilton, Hadestown, Aladdin, and Wicked, alongside many other past and current productions.
On Broadway, magnets are more widely sold, often designed as miniature posters or logo reproductions. These items are easily recognizable but less intricate compared to enamel pins. In this display, both official magnets and pin-based adaptations are presented together, creating a hybrid collection that combines bold branding with more detailed designs.
Broadway souvenirs, featuring official magnets alongside pins. Poster-style designs emphasize iconic branding, while pins add variety and detail.
Souvenir displays for Wicked in 2025 — the left from the Korean tour, showcasing mugs, bags, and stationery, and the right from a Broadway boutique, featuring apparel and themed merchandise.
