Virtual humans are emerging as a new trend in the K-pop scene. These are virtual humans created using computer graphics and motion capture technology, performing on stage like real-life idols, singing, dancing, and interacting with fans. Notably, the virtual idol "PLAYV" garnered widespread popularity, topping a national terrestrial music broadcast on March 9, 2024.

Virtual idols exist in the virtual world, not the real world, but they've already formed fan bases as big as those of real idols. Another virtual idol, "Isekai Idol," landed at number 167 on the Billboard Global 200 chart, excluding the US, signifying their global appeal. Their popularity extends beyond music. A pop-up store hosted at The Hyundai Seoul from February to March 2024 attracted 100,000 fans, generating sales of approximately 7 billion KRW.

The rise in popularity of virtual humans is closely tied to the emergence of Generation Alpha. Born after 2010, Generation Alpha is adept at digital technology and comfortable with remote communication. Following the COVID-19 pandemic, communication in 3D virtual spaces like the metaverse has become more common. Generation Alpha, who have no qualms about virtual characters, embrace communication in the virtual world as part of their daily lives.

The advancement of VR (virtual reality) technology also plays a significant role in the popularity of virtual humans. While past limitations in technology led to awkward movements of virtual characters, advancements in motion capture and VR devices now enable incredibly realistic movements. Furthermore, with the evolution of AI technology, various avatars can be created in real-time, allowing for personalization and further enhancing the allure of virtual humans.

Big tech companies have taken notice of this trend. Global tech giants like Sony, Google, Meta, and Apple are diving headfirst into the virtual entertainment market leveraging VR and AI technology. Sony launched a virtual YouTuber group in 2021, marking their entry into the virtual idol market. Meta is pushing for VR market expansion by releasing budget-friendly VR headsets. Apple joined the competition by releasing their "Vision Pro" VR headset in 2024.

Japan has also witnessed the emergence of virtual-related companies going public on the Tokyo Stock Exchange since 2022, indicating a full-fledged development of the virtual entertainment industry. Global market research firm Immersion Research predicts that the virtual human market will grow by an average of 36.4% annually, reaching approximately 700 trillion KRW in size by 2030.

However, the growth of the virtual market faces several hurdles. As a market primarily consumed by younger generations, it has a lower age range and may be difficult for consumers unfamiliar with gaming and anime culture to access. However, the future trajectory of virtual humans will be worth watching, as they aspire to become more than a niche culture and establish themselves as a mainstream phenomenon.