This article examines K-pop merchandise

exploring how it constructs identity and social image through symbolic capital in consumption and interactive practices. Drawing on Bourdieu's field theory and the concept of symbolic capital

this study employs participant observation

semi-structured interviews

and online ethnography to systematically analyze the cultural significance of merchandise from both the perspectives of capital and consumers. The study finds that capital transforms merchandise into symbolic capital that carries emotions and identity through product design

artist popularity

channel control

and field/cross-border marketing. Consumers

through purchasing

collecting

and using merchandise

not only fulfill their emotional attachment and community affiliation but also achieve identity recognition and reproduction through the construction of group boundaries and the demarcation of social status. This article aims to reveal the dynamic mechanisms of symbolic capital in the context of consumption and provide practical insights for the design and marketing of entertainment merchandise.