A Korean Physical-Digital Album Format Popular in K-Pop Is Now Vying for U.S. Music Fans

KiTbetter, the South Korean company behind the KiTalbum hybrid physical-digital format, is opening a manufacturing facility in Los Angeles to better reach consumers in the U.S. The first KiTalbums produced in the U.S. are expected to reach retail and fans in early 2026.  

“As we expand globally, and with growing interest from artists, labels, and retailers across North America and Europe in particular, we’re increasing capacity to support more titles and meet rising international demand,” says Jennifer Sullivan, president, North America and chief marketing officer.   

The KiTalbum is a proprietary format that includes a physical album stored in a jewel case and a small “KiT” device that uses a U-NFC (ultrasonic near-field communication) signal to unlock music, videos, lyrics and album credits on the KiTalbum app for iOS and Android devices. The square-shaped jewel box typically contains printed materials such as stickers and cards.  

A relative unknown in the U.S., the KiTalbum format is best known in the company’s home country. Not only are KiTalbum’s original manufacturing facility and offices in Korea, but the company also launched a flagship retail store in the country. Sullivan says that since 2017, KiTbetter has produced 10 million KiTalbums, with K-pop titles being the best-selling. 

But now, the company is targeting a wider range of genres and artists in North America and Europe. “We’re seeing strong international demand that continues to drive the need for additional production capacity,” adds Sullivan. Having a facility in Los Angeles will cut down on the turnaround time compared to shipping products from South Korea.  

In recent years, KiTbetter has released titles on metal label Earache Records (Napalm Death and Carcass, for example) and Rhino Records (Alanis Morissette’s Jagged Little Pill and B-52s’ Cosmic Thing, among others). Rap icons Public Enemy released a KiTalbum version of its latest album, Black Sky Over the Projects: Apartments 2025. Metal greats Megadeth will offer a KiTalbum version of its final album that’s due out in January.  

KiTalbums typically come with exclusive or bonus content. The upcoming reissue of Devo’s 1980 album Freedom of Choice, for example, includes cover versions of the band’s hit song “Whip It” by the bands Teen Mortgage! and Scowl. Stone Temple Pilots’ Purple comes with seven music videos and acoustic sessions for “Big Empty” and “Pretty Penny.”  

Independent artists can also create KiTalbums for their releases through the KiTbetter self-service website. Sullivan says prices start around $9 apiece and drop to about $7 per unit for orders of 300 units. Artists can sell their KiTalbums in the KiTbetter shop or through their own online stores. “A lot of artists like to have product on hand at shows,” says Sullivan.   

KiTbetter isn’t the first company to attempt to enhance digital content. Yoto sells Yoto Cards, credit card-sized pieces of plastic, that are inserted into a screen-free audio player for children. Weverse, the social media platform owned by K-pop giant HYBE, offers Weverse Albums that include digital photo cards and animated album covers. Going further back in time, record labels embraced enhanced CDs in the 2000s to help combat falling album sales. Enhanced CDs added data to an audio CD and frequently included videos, wallpapers and links to web pages.   

While the KiTalbum remains a niche product in the U.S., KiTbetter’s expansion corresponds with the music industry’s increased interest in collectibles and selling physical items to superfans. With streaming dominating music consumption, perhaps the KiTalbum will become an intriguing option for fans who prefer digital music but want a tangible item.