The high popularity rate of K-Pop in Indonesia has made the country home to many K-Pop fandoms. Among other K-Pop fansclub, NCT fans in Indonesia's so-called NCTzen have proven to be among the most engaged fandoms (Febriastuti, 2020; Rizaty, 2021; Reditya, 2021). One of the widely practised fan engagements is the consumption of K-Pop merchandise. The growing merchandise consumption involves the photocard-type merchandise market. Nonetheless, the increase in specific merchandise design has made photocards the new rising K-Pop fans' identity in the K-Pop landscape. Results from past research have provided the consumption behaviour background from fans' backgrounds and their motivation. This paper focuses on the phenomenon of the photocard collection of NCT fans in Indonesia through the social identity theory developed by Jenkins (2004) and how the identity of fandom members can define the member's consumption behaviour and, consequently, the number of sale photocard type merchandise. It is based on a qualitative study conducted through a secondary data collection method surrounding Indonesia NCTzen engaged in the photocard collection practices. To highlight fans' identity Khairunnisa Nur Hanabila, Bernika Yustisiana Narang, S.Sos., M.MediaPract. 2 inside the fandom particularly in the social media scope with their purchase behavior. This paper found that interaction and limitation of information impact the fans' identity inside the fandom.