'Million-seller' virtual idol group PLAVE faces challenge of breaking bias

By KTimes

Virtual idol group PLAVE continues its meteoric rise, leaving many to wonder just how far their success will go. Having already established itself as an unrivaled force in the virtual idol market, the group is now growing into a formidable presence in the broader K-pop industry. Even surpassing the difficult milestone of "first-week million-seller" status — an achievement that eludes many top-tier idols — PLAVE has now made its mark on the Billboard charts, solidifying its position as a leading K-pop boy group.

PLAVE’s third mini-album, "Caligo Pt.1," released on Feb. 3, surpassed one million copies sold within a week, earning them the title of "million-seller." This marks a dramatic rise from their debut album’s initial-week sales of 27,000 copies. By early last year, their second mini-album, "Asterum: 134-1," had seen explosive growth, surpassing 570,000 copies in its first week. Now, in just two years since its debut, PLAVE has joined the elite ranks of first-week million-sellers. Not only is this a historic first for a virtual idol group, but also makes it the first boy group this year to achieve such a feat with a single album.

PLAVE’s dominance is not limited to album sales. Last year, their digital single, “Pump Up the Volume!,” made history by topping Melon’s "Hot 100" and "Top 100" charts. The latest release, "Caligo Pt.1," has seen similar success, securing the No. 1 spot on multiple music charts and achieving an impressive 11 million cumulative streams within 24 hours on Melon, earning them a spot in Melon’s "Millions Album" category. By excelling in both album sales and digital streaming, PLAVE has proven the depth and breadth of its growing popularity.

The group’s recent entry onto the Billboard charts has also drawn attention. The third mini-album’s lead-off track, "Dash," debuted at No. 195 on the "Billboard Global 200." The Billboard Global chart ranks songs based on online streaming and digital sales across more than 200 countries, making PLAVE the first virtual idol group to enter the rankings. While the group has enjoyed massive popularity domestically, it has faced skepticism regarding its global impact. However, the latest Billboard entry signals that PLAVE is making significant strides in the international music market as well.

Overcoming skepticism has been one of PLAVE’s biggest challenges. Unlike traditional virtual idols, PLAVE differentiates itself through motion tracking and real-time rendering technology, allowing each member to be controlled by real people in real time. This sets them apart from conventional virtual characters and has enabled them to foster interactive communication with fans, minimizing the risks associated with human idols while maintaining relatability. As a result, PLAVE has attracted a diverse fanbase spanning K-pop enthusiasts, virtual human supporters, and 2D character fans, successfully establishing itself beyond the niche virtual idol industry.

Having surpassed its second anniversary, PLAVE’s continued popularity raises fewer doubts about its long-term viability. The question is no longer whether the group can sustain its success, but rather how it will further solidify a place in the industry as a K-pop boy group rather than just a "virtual idol group."

However, hurdles remain. The biggest challenge is breaking lingering biases against virtual idols. Recently, radio host Kim Shin-young faced a backlash for comments she made about PLAVE during a broadcast. She remarked, "If PLAVE appears on my show, I might feel a serious sense of disconnect. We should embrace this culture, but it’s still difficult for me." Her remarks sparked fierce criticism from fans, leading her to issue a public apology, stating, "I failed to recognize the changing times."

While many agreed that Kim’s comments were inappropriate given the evolving nature of virtual artists, public reaction was divided. Some viewed her statement as "disrespectful to PLAVE," while others argued that "many still find it difficult to fully accept virtual idol groups." The controversy was resolved with her apology, but it served as a reminder of the persistent skepticism surrounding virtual artists. For PLAVE, overcoming these biases remains a crucial challenge.

Ultimately, the key to PLAVE’s mainstream success lies in "humanity." If the group can establish itself as more than just virtual figures — demonstrating real-time interaction and individuality as artists — it stands a strong chance of breaking barriers. As PLAVE continues its rapid ascent, all eyes are on how the group will expand its influence and redefine the K-pop landscape.

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