Virtual idol group PLAVE / Courtesy of VLAST Entertainment

PLAVE, a virtual idol group that has made a significant impact on the domestic music scene, is now aiming to expand its activities internationally.

After debuting in March last year, the five-member virtual group composed of Yejun, Noah, Bamby, Eunho, and Hamin has successfully overcome the challenges of being a virtual idol group to capture the Korean music market. The question now is whether PLAVE can replicate this success on a global scale.

The key to their success lies in the blend of virtual and real elements. Although virtual humans have been increasingly prevalent in the entertainment industry, most have focused on eliminating human risks by relying heavily on AI technology.

In contrast, each PLAVE member is connected to a real person known as the "main body," bringing a more lifelike approach to the virtual idol concept. The group's innovative system utilizes motion tracking and real-time rendering to translate the voices and movements of real people into digital avatars.

PLAVE's group photo released via its official social media account / Courtesy of VLAST Entertainment

Expansion of fanbase overseas

This approach has addressed several traditional limitations associated with virtual humans, including the challenges of direct fan interaction, difficulties in forming empathy, and a limited sense of immersion.

As a result, PLAVE quickly built a substantial fanbase. Leveraging its unique position as virtual idols, the group attracted not only traditional K-pop fans but also those interested in virtual humans, 2D characters, and web novels, achieving steep growth.

PLAVE has established a strong presence in the K-pop industry, achieving significant milestones since its debut. The group initially racked up an impressive track record of selling 75,000 copies of its debut single. By February of this year, PLAVE experienced explosive growth with its second mini-album, "Asterum: 134-1," which sold over 570,000 copies.

The enthusiasm shown by the group's fans was equally strong as in February, with their YouTube live stream attracting 36,000 simultaneous viewers. And in March, PLAVE made history by taking first place on MBC's Show! Music Core.

The group's first solo fan concert at Olympic Hall in Seoul sold out instantly, with 70,000 people trying to secure pre-sale tickets, highlighting its soaring popularity.

Virtual idol group PLAVE performs their latest song on a music show. Courtesy of MBC

Possibilities in virtual entertainment

Lee Sung-gu, CEO of VLAST Entertainment behind PLAVE, outlined plans for international ventures spanning this year and next. Unlike other K-pop artists with a significant overseas fan base, PLAVE boasts a robust domestic following.

"Unlike other K-pop artists who have a high proportion of international fans, PLAVE has a significantly large domestic fandom," Lee said. "While PLAVE has gained popularity in Chinese-speaking regions and Southeast Asia, Western mainstream audience still don't appear to fully understand them."

In Western music markets, including North America, there is still a psychological barrier to "virtual humans" who are not real-life singers. While the virtual human market is showing signs of expansion in the West, the perception of virtual idols, especially those presented as 2D characters, remains mostly limited to niche fan bases.

"Not only PLAVE, but we believe we are pioneering a new genre of virtual entertainment. We have our own innovations and are confident about the possibilities," Lee said. "We are also preparing technologically for appearances on overseas TV shows and concerts. We are in talks with overseas agencies, and if deals are successful, we plan to expand abroad quickly."

To support PLAVE's overseas expansion, its agency has secured investments from HYBE and YG Plus. The investment aims to accelerate international expansion with the support of mid-sized K-pop entertainment companies.

PLAVE brought new possibilities to the domestic virtual human entertainment business. Will the members achieve more than expected in international markets where virtual idols struggle to succeed? PLAVE holds the key to opening a new frontier for virtual entities, and all eyes are on the group's next moves.

This article from the Hankook Ilbo, a sister publication of The Korea Times, was translated by a generative AI and edited by The Korea Times.