The $12 Keychain That Beats Your $45 Tour Tee: Inside Japan's Merch Machine and America's Sudden Import Addiction
Japanese tour merch tables treat a keychain like a museum piece — lotteries, seasonal collabs, packaging you almost feel guilty opening. Meanwhile, stateside merch tables keep hawking the same boxy tee. Here's why American fans are now paying resale markup for stuff that shipped across the Pacific.