From debuting virtual idols to holding interactive concerts and creating digital content, South Korean entertainment companies have quickly immersed themselves in the metaverse to help K-pop stars expand their reach beyond the physical world.

Girl group Blackpink, for example, broke into the metaverse platform ZEPETO as avatars for the first time in mid-2020. The four-member group then held a virtual fan-signing event, attracting more than 46 million fans. fans, and performed together with American singer Selena Gomez.

YG Entertainment, which represents Blackpink, said the collaboration allowed millions of fans to easily create Blackpink content, wear Blackpink-themed items, and dance to their newest songs, which “wouldn’t be easy to do in real life.”

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