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This review article grounds itself in the advent of idol business in Thailand. The business has originated in Japan and has business practices that differ from legacy entertainment business such as paid handshake, photoshoot and live streaming. The objective of this review article was to scrutinize the advent of idol business in Thailand and data collection was based upon systematic review of relate literature. The review shows that intangible features of each idols can be transformed into a pragmatic business commodity through the process of culture commodification from various theory. Apart from services mentioned above, this business also has a unique way to sell their collectible goods which are sold in the randomized fashion which means buyers need to try their luck in every single purchase similar to an online game loot box. This article invokes the notion of consumer psychology towards uncertainties and provide a detailed account of how a repetition of decisions after receiving an uncertainty incentive. The review result show that this kind of business yield a new effect on customer perception toward the idol product and there are some difficulties in this business such as human resource development and youth scarification of idol. Future studies should extent the result of this review into a quantitative research to analyze the effect of uncertainties toward consumer behavior or qualitively study an in-dept life of idol group members.
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