SEOUL – From debuting virtual idols to holding interactive concerts and creating digital content, South Korea’s entertainment companies have been quick to dive into the metaverse to help K-pop stars expand their reach beyond the physical world.

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