<![CDATA[The rapid expansion of digital fandom has transformed K-Pop consumption into an increasingly interactive and consumption oriented activity, where social media engagement, merchandise purchases, streaming, voting, and fan events shape digital consumption behavior. This study examines the relationship between self control and celebrity worship among early adult K-Pop fans within the digital fandom ecosystem in Jabodetabek, Indonesia. A quantitative correlational design was employed using purposive sampling involving 385 early adult K-Pop fans aged 18–40 years. Data were collected through Likert-scale questionnaires measuring self control and celebrity worship and analyzed using self control. The self control instrument demonstrated good reliability with Cronbach’s α of 0.902 based on 20 valid items, while the celebrity worship instrument achieved a Cronbach’s α of 0.865 based on 16 valid items. The results revealed a significant positive relationship between self control and celebrity worship (p = 0.002; r = 0.155), indicating a weak positive association. The findings also showed that 81.8% of respondents had high celebrity worship and 54.5% demonstrated high self control, with entertainment-social representing the strongest related dimension. These findings indicate that self control does not necessarily reduce fandom engagement but may support more structured participation in digital consumption activities. The study concludes that understanding self control within digital fandom is important for promoting responsible consumption and maintaining balanced engagement with K-Pop content, merchandise, and online fan activities.]]>
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