Virtual idols, once considered a niche subculture, are increasingly making their mark in mainstream K-pop.
With the success of virtual groups like Plave, major agencies such as SM Entertainment and Hybe have begun to explore the virtual artist market.

There are two main types of virtual K-pop groups: those with real people behind virtual characters and those created entirely through artificial intelligence.
Plave, consisting of five virtual idols with real-life counterparts, debuted on March 12, 2023, with the single, “Asterum.”
Shortly after debut, Plave topped MBC’s music program “Show! Music Core” on Aug. 31, competing against JYP girl group Nmixx with the song “See That?”
The group also entered Melon’s prestigious Billions Club with its second mini-album, surpassing 1 billion cumulative streams.
Plave achieved the fastest entry into the Billions Club, breaking the previous record of 498 days set by NewJeans.
The group partnered with Hybe Japan for its debut and promotions in Japan and held an encore fan concert, “Hello, Asterum!,” at Jamsil Arena in Seoul Oct. 5-6.

Naevis, SM Entertainment’s first virtual idol, debuted on Sept. 10 and was created entirely through artificial intelligence.
Her first single “Done” surpassed 1 million views on YouTube within a week.
Designed for both 2D and 3D performances, Naevis has been tailored for different platforms by SM‘s Virtual Artist IP Production Center.
“SM Entertainment assigned Naevis the role of a virtual world assistant within the aespa universe, allowing her to build public recognition. The plan is to develop Naevis as a flexible character that can be showcased in various settings. She has prepared diverse appearances to engage with a wide range of content, media, and platforms,” said Park Jun-young, chief director of SM Entertainment’s virtual intellectual property center.
Naevis also featured in aespa’s “Welcome to My World,” a B-side track on the group’s third EP, “My World.”
In June this year, Hybe launched its own virtual K-pop girl group, Syndi8, consisting of four members presented in 2D format.
The entertainment industry is closely watching whether the debut of these virtual idols from major K-pop agencies will alter the dynamics of the domestic virtual artist market.
Ultimately, their success will depend on how effectively they can integrate human-like traits into their virtual personas.
This is part of a series that introduces aspects of K-pop that will help you better understand the music, artists, fans and business of K-pop. -- Ed.